Archive | March, 2009

PR Case Study: Saurette Makes In-Store Debut After Receiving Star Attention

12 Mar

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I’m proud to announce Saurette, New York based children’s clothing company, is now available for purchase in stores across the U.S. and available online at www.mysaurette.net! It was only last January I covered the star attention Saurette received during the Golden Globes. Now, the coverage and attention has paid off with Saurette launching a full fledged in-store debut.

This is a prime example of earned media coverage resulting in a return on investment. Creating a buzz with media coverage such as events, social media and print will enable a brand to leverage itself while breaking into their target markets. Recognition is everything when it comes to selling a product because it gives customers the promise of quality.

As far as ROI goes, it can be difficult to measure public relations activities for every dollar. A PR campaign needs time to develop and become established before you can truly measure the investment and distance of dollar. Research is one way to measure success, aside from ad equivalency, because it shows the change upon impact of public relations activities. Take a snapshot of the company before you embark on a campaign and compare your results. This method will provide necessary tools to communicate ROI.

As a public relations professional, it is important to show your results at all times. Companies will put more trust in your services and in turn build your reputation and clientele.

Find Saurette in a store near you! Also, Saurette is offering free shipping from www.mysaurette.net justĀ  in time to order those Easter dresses for your little girls! Usethe following code at check-out: SAFRSHP

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Job Seekers: Surving the Recession as a Public Relations Professional

10 Mar

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Photo: What to wear to the office

Many people have recently asked for my advice on breaking into the public relations industry. There are many students eager to graduate and hop into their dream job. Don’t get me wrong, having a fire in the belly is a wonderful thing but you must be careful. It is a different world out there and nothing is what it seems. Everyone is fighting to save their job or land a job, so it is important to be smart and careful.

Are you graduatingĀ  soon and planning on job searching or currently seeking a new job? Here are a few things to remember before tackling the job market during this economy:

#1 Know the market. It is important to asses the nature and activity of top companies within the industry. Lay-offs, budget cuts and even stock prices determine whether or not there is better chance for you to score a job in fashion or consumer public relations.

#2 Be open to new opportunities. Of course you don’t want to flip burgers for the rest of your life, but what if you could flip burgers while offering your public relations skills to that burger joint? Aside from fast food, you may find yourself looking at thousands of non-PR jobs within your desired industry. Take a chance on one of those jobs and you may find out that the company actually needs PR! You can then offer your skills and gain experience!

#3 Stay active. Keep blogging and join PR organizations even if you end up at a job that does not involve practicing public relations. PRSA is a wonderful way to stay updated on the industry and build networks. Blogging and micro-blogging also exercises and refines your writing skills. Also, keep reading your favorite blogs and newspapers to stay current on trends and industry news. You never know when a potential PR job could present itself.

#4 Take your time. Don’t take the first job that falls in your lap. It’s also important to move on if you’ve been job searching for over three months without result. Moving back home with the parents or a few roommates will save you money and help build a nest egg. It’s never too early to start adding to your nest egg or emergency fund.

#5 Show your worth! Don’t be shy because modesty won’t get you anywhere in the world of public relations. Be confident in what you have learned in class, internships or previous jobs by building a portfolio of related work. Share every single piece of media you’ve earned and any tactics you’ve helped implement, even if you think your job was insignificant. Every helping hand is the building block for a successful brand!

#6 Stay positive. It’s always important to keep a positive outlook. Talk yourself up before entering into a job interview. I always say to myself, “You’re the best and they would be nothing without you!” I know, it’s a pretty bold statement but it tricks your brain into staying calm and collected. Also, remember to never give up. Don’t be discouraged if over five companies have turned you down. There’s a job out there for you, I promise!

Fashion Industry Looks To Customer Service For Bailout

1 Mar

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Customer service is the springboard for successful public relations and marketing strategies. Anyone can act as the “customer.” Whether someone is a fashionista shopping for the newest pair of Manolos or a journalist shopping for a captivating story. Building and maintaining good relationships is key to public relations.

Nordstrom is probably the best example of placing customer service at the forefront of their business model. They even have their own urban legend about someone returning a set of tires!

During the current economy, department stores are slashing prices and high-end labels are creating lower priced lines. Now, luxury boutique stores are even throwing away their snooty image and starting to place importance on customer service.

Ray A. Smith at the Wall Street Journal explains, “as the luxury goods industry suffers a massive slump in sales – many sales clerks at designer stores who were famously haughty and patronizing suddenly have changed their styles.”

Smith also reports that “some [stores] do acknowledge that they’ve instructed their sales clerks to be less abrupt, spend more time with customers and refrain from being pushy. At Neiman Marcus, sales associates are being encouraged to be “more patient” with customers. “We have seen that customers are more anxious and there is some concern out there,” says Ginger Reeder, a spokeswoman for Neiman Marcus. “So it behooves all of us to remember to be a little more patient.”

If you care about your customer, the customer will care about you and keep your brand secure. As I have said before, in a time of recession, consumers are looking for brands they trust. They want to know that the companies are looking out for them and have their best interest at heart. Fashion brands will gain and retain business while setting themselves apart once they place more importance on customer service.