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What is the most effectient way to get media coverage for a fashion start-up not using a PR agency?

I'm a small start-up trying to get my brand out there. I don't know many people in the Fashion industry, nor in the media.
I have my press releases ready, but I just don't have the money to spend on a PR Agency.

Thanks for any and all input, guidance, ideas.

Isabel

19 Replies

Gustavo Denneberg Guimarães (Guima)
0
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CCO/CMO Keepmedia
Hi Isabel, what's the demographic? If you're talking about teens or Millennials, you might want to check out Snapchat and create engaging content to get some traction. If not and you have an e-commerce, you might want to consider some more traditional media like adwords, peppered with original content integrated with the offers.
Jacob Kuczeruk
5
0
Jacob Kuczeruk Advisor
VP of Business Development at West Agile Labs
1. Go to events and connect with media/brands (who could feature you on their blogs or may have intros to contacts in media). Be active in your local scene...it's the best place to start. 2. Send short cold emails to editorial staff at desired publications. These should highlight *why* your product is unique/would make for a great story in a sentence or less. Ask them to chat further. If they're local, tell them you'll buy them coffee/beer/lunch. 3. Leverage your network for warm intros to media contacts 4. Build your social following by sharing content from influencers (and giving them proper credit so they take notice) and running cross-promotion with other brands in your space (or a similar one) 5. Connect directly with social media influencers and run giveways/promo with them (start small and overtime you'll see larger opportunities arise. It'll take time and practice, but don't be afraid to ask for feedback. Fashion media gets bombarded with requests each day. Just be warm but respectful when approaching them...think about what you'd personally respond to. Be direct and don't send a wordy press release until they ask for it (most won't). Good luck! Jake
David Albert
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David Albert Entrepreneur • Advisor
Founder & Principal at GreyGoo
What type of start up is it? Are you selling services or products? Are they digital or brick and mortar?
Lorenzo Staunovo Polacco
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Snr Director, Sales & Advertising Operations at Yahoo!
Do something outrageous, the type of thing that the media has appetite for. The more outrageous, the better.

Guillermo Amador
1
0
Digital Marketing Strategist
Hi Isabel, Social media and digital ads are a good way to start. Way cheaper than a PR agency, and you can "dosify" the money to spend and yet get results. For instance, you could target your ads to people in the industry that you want to reach, or people that follows those trends and industries you are interested in, and let them know you and your business. Regards, Guillermo
Isabel Fernandez
0
0
Isabel Fernandez Entrepreneur
Product, Operations & Business Development
Hi everyone, thanks for all the great feedback so far :-)
I'm selling fashion accessories that are innovative and didn't previously exist. The idea is that they are functional: Meaning that they serve a purpose other than just to beautify a look. It's all e-commerce for the moment.
Joanna Tong
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Joanna Tong Entrepreneur
Entrepreneur | Business Consultant
Having served as an officer of my undergraduate and graduate school alumni clubs, I'd suggest that you network within your alma mater's (Texas A&M) alumni club.

It's a big school and most likely you'll find someone who is in or know someone in the fashion industry, media business or both.

Best of luck!
Sedef Onder
1
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Sedef Onder Advisor
Managing Partner + Strategist, Clear Inc.
Jacob and others provide some good initial thinking and ideas here. I'm founder of an integrated marketing business, but my background is PR and I'm happy to chat informally with you and brainstorm ideas for creatively positioning yourself to get attention, if it's useful. On the plus side, the media often prefers to hear directly from entrepreneurs themselves, and social media channels can create huge buzz these days. My contact info is in my profile. Best of luck in meantime.
Yassine Elkaryani
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Yassine Elkaryani Entrepreneur
Managing Partner at Mercy Tech Consulting
Hi Isabel- A couple of easy things you can do: 1. Contact local media. Your state newspaper will cover you. They usually have a reporter per town or area. 2. Look up popular journalists who write about fashion and find their contact info from their entity's website. 3. Pinterest and Instagram! Showcase your stuff and pay for ads to target journalists or any type of professionals you want. 4. Facebook: same as previous point, but this one should have an ad with the press release not only your design pics. I hope this helps.
Lizzy Klein
4
0
Lizzy Klein Entrepreneur
Entrepreneur & Product Strategist
Isabel - Congratulations and I'll look forward to seeing your products. We launched the SuperDuper iOS app last year without spending a dollar on marketing or PR and have huge consumer adoption AND terrific coverage from the Today Show (this week's win), Allure, Teen Vogue, People Style, The Zoe Report, TechCrunch, etc. In some cases, I reached out directly to writers who covered similar topics and gave them a single paragraph pitch, with pix (not a press release.) Fashion/beauty reporters are always looking for something new to cover, so make it as easy as possible for them to write about you. Similarly, bloggers are hugely influential in fashion and beauty, and they're always looking for content (maintaining a blog is exhausting!). You can offer to write a post for them. In some cases, I pitched subjects like "3 new apps that save $$" so the piece wasn't entirely self-serving (bloggers don't want to post your "ad".) A number of bloggers discovered us on Instragram... build a social presence (and use Like it to Buy It on IG.) You don't need to cover every channel, but do one well and engage with the community (don't just post, follow others, comment, ask questions, etc.) Good luck!
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