In the previous two episodes, I told you how I found public relations at the Opéra de Montréal and the Analekta record company.
So let’s move on to when I was head of marketing and communications at Parasuco Jeans and hadn’t yet chosen to go all in on public relations. I’m telling you my story in three acts, just to show you how, years later, I developed the basis of what I teach you at the NATA PR SCHOOL.
So when I was at Parasuco Jeans I discovered the impact magazines have on fashion. Even now, even in their online version, the major magazines like Vogue, Elle and Marie-Claire are instrumental in sharing fashion trends. I quickly learned how to take advantage of these fabulous glossy print magazines for Parasuco.
Several fashion stylists quickly figured out they could contact me to come and borrow clothing from upcoming collections. Thanks to the connections I made, Parasuco even made the cover of ELLE Canada.
That’s when I understood how profitable it was to trade services: I’d open up the showrooms for them where upcoming collections were presented to buyers. Journalists and stylists could borrow pieces from future collections and take photos to publish them in the pages of their magazines. Eureka! Sure, it took time and energy, but the results were amazing and well worth the investment.
Images and pictures are just as crucial today, because plenty of outlets will talk about new products if the brand sends them high-quality images. In the past, the major magazines would produce practically all the images that appeared in their pages, but nowadays if you don't have the images they're asking for, you simply won’t make it into the magazine.
So this is where Step 4 of the NATA Model becomes clear: Give them the tools they need. Images and videos are fundamental tools. And this is what we teach you at the NATA PR SCHOOL.
Now it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
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