the brief

A proprietary blend of branding, creative and new media.

Appetite For Innovation

April 25, 2012 | By Julie Ashkenazi

Every day around noon, the streets of Burbank’s Media District are flooded with the ubiquitous food trucks that cruise the streets of Los Angeles hustling red velvet chocolate chip pancakes, pepperbelly melts and drunken shrimp.

Food trucks have been a staple in the Los Angeles area for many years; however, the new breed of truck owners aren’t simply selling tacos from drab, unmarked trucks on the side streets of industrial neighborhoods in Van Nuys. They’re selling brands.

Sparked by the success of Kogi, the mobile food trend provides unexpected lessons in branding, as truck owners adapt and implement brand marketing strategies more knowledgeably than some MBAs.

Here are 3 simple lessons that all businesses can take away from the food truck revolution.

Think Different.
Stand for something. Burger trucks are a dime a dozen, but a Mexican Mafia burger tells a story.
You can’t be everything to everyone, nor should you try to be. Identify your brand’s unique selling proposition and craft your messaging to support it.

Get A Personality.
The food truck overpopulation has forced owners to get creative, and you’ve got to hand it to these guys (and gals)—they understand the importance a strong brand message. From truck names to menu offerings, presentation is everything and these mobile entrepreneurs clearly understand the role of design and copy in building a successful brand.

Be Selective.
Maybe if all brands were confined to a 24’ x 7’ retail space they would scrutinize their product assortment more carefully. Offer products that are genuinely relevant to your core customer, instead of launching new products that simply keep up with the latest industry trends.

Julie Ashkenazi

Julie Ashkenazi

When Bad Press Really Is Bad Press

February 9, 2012 | By Julie Ashkenazi

If yoga, spin and strength training isn’t challenging enough, try finding an editor or blogger that hasn’t encountered a rogue publicist. The kind that emails pitches by the thousands and insists Groupon is the best growth platform for any luxury brand.

Most publicists strive to maintain pristine reputations and strong relationships. However, even those in the spin business would have to agree that not even a “bad press is good press” mantra can fix a publicist gone wild. When it’s done right, PR can help grow awareness and drive sales, but if your brand is in the wrong hands, your PR efforts may be hurting you.

It seems fairly obvious that you wouldn’t pitch electronics to a beauty blogger, but it happens. “It’s an email epidemic,” says Lara Eurdolian, blogger and founder of Pretty Connected. “My inbox is regularly flooded with worthless content I'd never feature and it feels like my name is on every press list. Even worse is the lack of research and poor email etiquette—text in all caps, careless misspellings and unprofessional, mass distribution.”

Skilled community managers are strategic in their engagement efforts and target specific bloggers and editors that align well with the brand they are representing. These are often long-term efforts and cannot risk being harmed by an aggressive or vagrant publicist. On the other hand, if your social media team isn’t strategic with their outreach and habitually spams editors, bloggers and even publicists, they’ll be harming your brand’s image faster than your PR team can run damage control.

Your brand is your most valuable asset, so it’s important to be aware of how it is represented in the media and ensure a strategic, unified presentation throughout all channels. Engagement truly is king, especially among collaborative marketing teams where traditional communication lines have clearly blurred.

Photo by Spaightwood Galleries, Inc

Julie Ashkenazi

Julie Ashkenazi

Forecast 2012

January 10, 2012 | By Shannon Kelly

In an increasingly competitive marketplace, understanding and executing on a trend can make creation an inspirational journey. These five “Medium Insights” for 2012, highlight innovation and consumer intelligence for building successful brands across all digital mediums.

1. Global Locality
Farm-to-table, urban farming and the slow food movement have encouraged communities to rethink the ideology of production and consumption—resulting in a more tangible global awareness that replaces sustainability. As customers are encouraged to shop out of the recession, “Made in” matters with personalized products—from DIY crafts to foods made exclusively for specific markets—that prevail over one-size-fits-all mass-production.

Reflecting a more cultural consciousness, global locality preserves tradition and diversity by promoting pride in community on a national platform that had been overtaken by large multinationals. The “Best of British” campaign by online retailer ASOS.com emphasizes quality and a quintessentially British aesthetic with a range of limited-edition exclusives. In 2012, this concept will shift from movement to prerequisite.

2. Smart Commerce
Couch commerce will leave the living room with technology paving the way for products and services to be available using location services, flash sales and social networking. As shopping shifts from errand to leisure activity, the act of purchasing will be enriched with facts from the expansive, detailed web and a growing cash-less community willing to log-in or swipe using
a smartphone.

From house hunting to eye creams, the transparency of information (prices, reviews, opinions, status) and plethora of aggregators will fuel a strategic and smart approach, and win the commerce game with exceptional deals and/or time-savings. In 2012, mobile will address credit card safety and privacy concerns and will drive smart commerce themes that appeal to the primary household shopper without pressure or guilt.

3. Augmented Reality (AR)
Hand-in-hand with smart commerce is the acknowledgement that physical behaviors will move into previously inaccessible environments, taking place somewhere between real-life and virtual. The marriage of new technologies with social media, smartphones, applications and tablets will accelerate augmented reality beyond virtual fitting rooms, personalized window shopping and virtual fashion museums—allowing brands to turn loyalty into entertainment and acquisition by changing relationships with the physical and digital worlds.

In 2012, it will become increasingly commercially viable to put a product into the hands of a customer while decreasing workload and span of design. The opportunity to create virtual spaces in high traffic venues with minimal overhead will drive consumerism 24-7 with
social connectivity.

4. Life Story Labeling
Online and offline, brands have struggled to create and maintain a consistent and holistic presence as novel, shinier concepts emerge in the market. In previous years, companies embraced heritage positioning to assist in establishing exclusivity and maintain a bespoke appeal. In 2012, with the help of tracking procedures and transparency, digital storytelling will time-stamp relevant events with creative design, alternative packaging and technologies.

Taking on the characteristics of up-cycling, crowdsourcing and eco trends, consumers will invest in products that are guaranteed to be honest and authentic. Attaching a life story to digital ID’s (Facebook timeline) or a simple product (think a less extreme version of Portlandia’s “Ordering the Chicken”) highlights the humanity of brands with lifecycle and quality assurances that uplift confidence levels beyond subjective labeling (organic, natural, USDA-certified). Life Story Labeling will be the new editorial voice merging content and commerce.

5. Less-ism
In 2012, finding balance between the overload and unplugging will feed a human need to appreciate things as they happen with clarity and calmness—if only for fifteen minutes. A focus on recharging instead of escapism, will transform daily practices, social events and communication without digital disruption. Less-ism is one small step back for reflection while still maintaining the other foot in sharing, selling and endorsing.

As the “curated” label loses luster, the virtual street will discover a redefined, cohesive clarity where brevity will be applauded. J. Peterman style narratives, lengthy advertisements and cluttered campaigns will appear inauthentic in contrast to our seven-seconds to make an impression in an instant gratification culture.

Are you ready to deliver? There are only 355 days remaining.  

Shannon Kelly is the founder of In Your Head, a trend forecasting and brand strategy consultancy based in Seattle, Washington. Connect with her on Twitter or LinkedIn.

Shannon Kelly

Shannon Kelly

The Makeup Girl’s New Look

October 26, 2011 | By Julie Ashkenazi

Founded in 2006 by Beauty Expert Lianne Farbes, The Makeup Girl, is one of the most popular beauty blogs on the web. Named a Top 50 Beauty Blog, the website was also featured in InStyle’s 2009 Best of Web issue and has been listed among the best beauty blogs by Glamour.com and Woman’s Day.

Why did you decide to rebrand The Makeup Girl?
I wanted a fresher look that more closely reflected my personality and the voice of the site.

How does the new look better reflect your blog’s vision?
I love the bright colors! The shades are some of my personal favorites. I think the new look is more reflective of the conversational nature of the site. People always say that reading my blog is like hanging out with a girlfriend and overindulging in all things beauty.

In true blogger form, you asked your readers to vote between two logo designs and announced the winning design by way of an updated website. In what other ways do your readers help define The Makeup Girl brand?
My readers are the best! They always ask the smart questions (which I try to answer as quickly and concisely as possible!) and are so supportive. When I collaborated with MAC Cosmetics, some of them suggested that I launch an entire line! Reader loyalty and support pushes me to make The Makeup Girl as informative and useful as possible.

You were one of ten bloggers selected to participate in MAC Cosmetics Bloggers’ Obsessions Collection. Given their purchase influence, are bloggers the new celebrities?
Oh wow. I don’t know about that, but I do feel the collection broke down some barriers— especially in demonstrating the influence bloggers can have on a product or brand launch.

What other initiatives have you launched to broaden your community?
I always like to have my hands in the cookie jar! Getting my name out there has been incredibly helpful in cultivating community, while also helping establish The Makeup Girl as a beauty authority. Two years ago, I launched Cocktails & Couture, a beauty networking event held twice a year during New York Fashion Week. This past year, I was also fortunate to attend the Independent Spirit Awards in Los Angeles as an Aveeno brand ambassador. Appearing in television segments and aligning myself with select beauty brands has also helped enhance community growth.

The blogosphere has grown exponentially since you launched in 2006. What do you feel sets your blog apart from other beauty blogs?
That’s a really great question because I think a lot of people (including bloggers) minimize the amount of work that goes into writing a blog. That being said, The Makeup Girl is a blog that people can come to for real advice, real experiences and honest and insightful product reviews. In a sea of blogs that just copy and paste press releases, I think it’s important to have both a point of view that real women can relate to.

Julie Ashkenazi

Julie Ashkenazi

Power To The People

October 18, 2011 | By Natalia Sylvester

Picture this: You’re at a party engaged in a conversation with some truly interesting people.
In walks a guy wearing one of those collared tees with a company logo, handing out business cards and talking about referral specials.

It’s a turn off, right? It’s the wrong place, wrong time, and wrong approach. Nobody wants
their social event hijacked by someone who’s only self-promoting. The same rules apply to
social media.

This doesn’t mean that company brands can’t join the party. They just have to brush up on their people skills to do it. That’s where the real power in social media lies: in one person at a time. That’s why a lone blogger with an opinion and a ton of fearlessness can trump a PR company when it comes to influence. That’s why a corporation with hundreds of employees needs to harness the power of one.

Here are a few tips to get you started. Feel free to also file under How to be a likeable person:

1. Listen.
You know how they say the key to a good conversation is to ask questions? It’s because people want to be heard. Listen to what people are saying—not just about you, but about themselves, your industry, and their worlds. It’s the only way to join a conversation and actually contribute
to it.

2. Have an opinion and a mission.
Your company stands for certain things, so don’t be afraid to stand behind them. After all, if you have nothing to say, what’s the point of building an online platform?

3. Have a voice.
We’ve all heard social media compared to chatter. Stand out from all the talk by having a distinct voice. This post by Howard Solomon sums it up perfectly: “Your brand’s message begins your conversation with the consumer, but it’s the voice that keeps them listening.” 

4. Share.
Whatever you’re sharing, whether it’s information, tips, giveaways, laughs, sales, or a behind-the-scenes look at how your day’s going, make sure it’s something people really want. Then be generous and gracious about it.

5. You’re not helping yourself by only helping yourself.
Your Twitter followers don’t need to see every #FF you’ve ever been mentioned in, or every compliment that’s sent your way. Keep them and their needs in mind with every interaction for better social media karma all around.

Natalia Sylvester is a writer and editor based in Austin, Texas. Connect with her on Twitter or LinkedIn.

Natalia Sylvester

Natalia Sylvester

Less Is More

October 7, 2011 | By Julie Ashkenazi

Photo by The Bottom Line

For those who know me well, you know that I’m not terribly fond of writing. It’s easier for me to show you — to sketch something or mock something up within the safety and comfort of gridlines. But this is a post that I’ve been meaning to write for some time. And now the time feels right.

As a designer and confessed minimalist, it never ceases to amaze me when we are approached for a project indifferently described as “simple”.  The implication is obvious. That simple is easy, it’s fast and it better be cheap.

Now, as the world mourns the loss of a creative visionary, design enjoys a rare, celebrated moment. Simplicity is being recognized.

My design career began in 1998 on a beige Power Mac 6500. Compared to my current MacBook Pro, it was clunky and lacked sophistication. Sadly, my design skills at that time could be described much the same. Through the years, I’ve been fortunate to work with some really smart, talented people. I’ve actively sought opportunities that would challenge me professionally. I’ve asked a lot of questions. In the process, I’ve been handed my fair share of criticism — some constructive, some humiliating — but I’ve learned. A lot. And after 13 years of “practice,” I've come to realize that while we generally associate evolution with a growing complexity, in design, the most evolved is the simplest presentation possible. And no brand embodies this belief more than Apple. Steve Jobs’ primary design principle held that it’s "not what you can add, but what you can remove."

Simplicity is a concept often underestimated. In his book, The Laws of Simplicity, John Maeda, President, Rhode Island School of Design, states, "The simplest way to achieve simplicity is through thoughtful reduction."

What most people don’t understand is that it’s not that simple. It’s strategic, thoughtful and intelligent and requires a strong understanding of both design and marketing. An understanding that comes from experience. And that takes time, mentors, inspiration and dedication to your discipline.

Good design is in the details. Good designers think different.

Dedicated to Steve Jobs.

Julie Ashkenazi

Julie Ashkenazi

Brand Voice

September 20, 2011 | By Howard Solomon

Photo by Sabino .'s

I celebrate myself, and sing myself,
And what I assume you shall assume.

So begins Walt Whitman’s poem “Song of Myself”, first published in 1856, and establishing him as one of the most celebrated voices of 19th century American Letters.

But before you ask what any of that has got to do with getting your brand established in the 21st century marketplace, take another look at Whitman’s words. In just two lines, he describes the basic components of any successful brand presentation.

First, there’s the speaker’s utterly confident self-promotion. He knows his product and he’s willing to put everything he has behind it. Next, he makes an immediate engagement with his audience. For all this talk of himself, it’s every bit as important that he and his audience come to a mutual understanding (which he dictates, of course!). These two components together make his message. Which is vital. But it’s the words the speaker chooses to convey his message, and the manner in which he uses them, that ultimately get our attention. Even if we find his idea a little lofty or grandiose, his approach is simple and clear enough to connect with us on an emotional level. And it’s that emotional experience that draws us in. Maybe we should stop and listen to him sing. Maybe we will end up assuming whatever it is he wants us to. Let’s hear what the man has to say.

This is what voice in branding is all about.

Your brand’s message begins your conversation with the consumer, but it’s the voice that keeps them listening. It should be right for what it is you feel you have to offer, and clear for the particular audience you hope to engage. And it needs to be real. Human. Especially in an online environment, because without it, even the most sophisticated website is just an example of technological prowess. At the end of the day, your brand is there to talk with your audience. So let it talk. And talk in a way that’s worthy of our trust and our loyalty.

I sound my barbaric yawp over the roofs of the world.

Walt Whitman defined his voice as his barbaric yawp and he sounded it over the rooftops of the world. How you define your brand’s voice will determine just how far over the rooftops it will travel, and who will stop to listen.

Howard Solomon is copywriter and brand developer based in Brooklyn, NY. Connect with him on LinkedIn and Twitter.

Howard Solomon

Howard Solomon

Best of Cosmoprof 2011

August 11, 2011 | By Julie Ashkenazi

Cosmoprof 2011 had 750 booths of serums, moisturizers and shampoos and I had exactly 8 hours to see them all. So, I decided to powerwalk the room the way most women powershop their way through Target.

I’ve long argued that presentation can make or break a beauty brand. Often the purchase catalyst, packaging is typically one of first interactions consumers have with your brand. So, I made my way through the tradeshow like your average consumer with 10 minutes to stock up on essentials in between work, playdates and soccer matches. In doing so, I found Cosmoprof to be the perfect metaphor for the beauty category as a whole—crowded, overwhelming and often confusing. These were the brands that got it right.

1. Tay
Sarah Tay’s new, natural and organic skincare line belongs in every modernist’s bathroom (and on every glossy’s pages). Her 100% sustainable, tree-free bamboo packaging redefines shelf presence and her eco-friendly refill pouches minimize waste reduction. Free of parabens, fragrance and synthetics, TAY uses sustainable and fair-trade ingredients when possible.

2. Fix Malibu
A doctor brand that isn’t gray. Or silver. Or black. Founder and Dermatologist, Rebecca Giles, M.D., didn’t set out to launch a product line, but after mixing her own formulas for years, she started bringing them into the office and soon enough her celebrity clients were begging to take them home. Pretty yet powerful, Fix Malibu shakes up the clinical category with its bold, green identity, complete with graffitiesque floral illustrations. The brand’s high-tech skin solutions are formulated with antioxidants and growth factors to “trick” your skin into behaving younger. 

3. Barista Bath and Body
A healthy habit you’ll never want to kick. Formulated with organic coffee, essential oils and herbal extracts, b3’s rich, aromatic products maximize the therapeutic benefits of coffee. Their modern, unisex packaging proves once and for all that what’s hers is his—and his is hers. In addition to being a CEW 2011 Indie Beauty Award Finalist, the b3 gals are some of the best in the biz.

4. Love and Toast
Without a doubt, Love and Toast was one of the most creative booths at Cosmoprof. Youthful and energetic, the brand is a stand out in the natural category. Their bold palette, free-spirited illustrations, die cut hearts and cassette tape UPC codes lend modern whimsy to an otherwise serious category. And with products retailing around $10, they make it pretty easy to feel good about looking good.

5. Slice
Form meets function in Slice’s new line of beauty tools designed by award-winning architect and designer, Michael Graves. The brand’s modern, graphic identity and bold typography caught my eye instantly. Created for both professionals and consumers, these innovative designs bring style to everyday grooming.

Julie Ashkenazi

Julie Ashkenazi

Natural Selection

May 26, 2011 | By Julie Ashkenazi
Green might just be the biggest trend to hit the cosmetics industry since blue—ergh, eyeshadow. No longer hiding among the almond milk and aloe vera juice, natural beauty products are taking the industry by storm and expanding into the beauty aisles of leading retailers, such as Target, Sephora and CVS. Bringing high-powered cosmetics experience from Barneys New York, Saks Fifth Avenue, L’Oreal and Avon, Wendy Cockayne Lucas bridges the worlds of traditional and natural beauty marketing in her role as General Manager at Country Life, where she oversees the natural beauty brand, Desert Essence. In our conversation, she shares her insights and predictions for the natural beauty business.
 
What is the natural beauty consumer looking for?
The natural consumer is looking for products free of synthetic chemicals that really work. They want products that make them feel good about themselves and give them radiant skin and shiny, manageable hair. They have a vested interest in supporting companies that support the future of the planet and all living things on the planet.
Aside from ingredient preferences, what have you found to be the most unique difference between natural beauty consumers and traditional beauty consumers?
Natural consumers read the full product label and are extremely educated about ingredients. They have to be as many natural consumers come into the channel because they have allergies and want to use the most natural products possible to prevent a reaction.
Recent findings from comScore show that brand loyalty is on the decline for many consumer goods. Do you feel a natural beauty consumer has more brand loyalty than a traditional beauty consumer?
The highly allergic customer is most likely to be brand loyal once they’ve found a product that works for them. In general, the natural consumer is likely to switch between brands for items like body lotion and shower gels, while still remaining loyal to natural brands as a whole, however I do think there are specific segments where customers are likely to be more brand loyal, including skin care and dental care.
Recently more beauty companies—including clinical, doctor brands—have begun to include natural messaging in their marketing campaigns. Does this trend illustrate a shift in consumer preference?
Yes, more and more people are realizing that synthetic ingredients just can’t be good for you. I also think that consumers are looking to companies that really care about the environment and give back to communities. The truly natural companies have always been about this. You are either a believer in natural, sustainable and recyclable products across everything you do—or you aren’t. As a cosmetics company, you have to take a stand and launching a few natural products or brands is a bit of greenwashing, in my opinion. You can’t launch 90% of your products with chemicals and non-sustainable practices and expect the true natural consumer to buy your 10% natural products.
According to a report from Datamonitor, consumers consider personal care products formulated with natural ingredients as being better for them, however there are still concerns over the efficacy of natural ingredients. Can natural cosmetics really offer the same product claims found in traditional beauty products?
Yes, natural products are just as good, if not better than traditional beauty products. The days
of sacrificing performance in order to use natural products are coming to an end. When I started working in natural, articles would say that you have to give up lather in a shampoo to have a truly natural product, but now, a few short years later, there are natural ingredients that give a beautiful lather.
If you had 5 minutes to convince a traditional beauty consumer to give up her favorite products in exchange for natural beauty alternatives, what would you say?
Natural products are not only better for you, they also help protect the earth. Natural science is getting better and better each day. If you haven’t tried a natural product in a few years, you will be pleasantly surprised with how far the industry has come. Give up your synthetic products in favor of natural products for just 30 days and you will see a noticeable difference in your skin, hair and teeth.
What's next for natural beauty?
As natural sales continue to climb, more scientists and developers will continue to work on natural innovation. I think we are going to see a lot of interesting technology coming out of plants, minerals and other natural sources in the near future.
Wendy Cockayne Lucas is General Manager of Country Life. Connect with her on LinkedIn.

Julie Ashkenazi

Julie Ashkenazi

Full Coverage

February 22, 2011 | By Julie Ashkenazi

The beauty industry is a highly competitive landscape where innovation reigns supreme.
With new brands and products launching every day, establishing a PR strategy is as important
as staying current with ingredients, technology and trends. Public relations consultant Stephanie
Tsai has worked with several beauty brands, including Arcona, Clinique, CoverGirl and Guerlain.
In our recent interview, she shares her advice for launching a PR campaign that’s right for
your brand.

How do you know when you are ready for PR? Brands are ready for PR as soon as they are ready to sell products to consumers. However, that doesn’t always mean they need to hire an agency and invest a lot of money. In fact, most young companies should consider implementing a tiered PR strategy that is closely aligned with the brand’s business and product development strategies and is integrated throughout all marketing and sales efforts. This could involve anything from Twitter and Facebook updates to sending product samples to press and influencers. As the brand grows, however, it’s important to implement a more formal, long-term strategy, which might involve hiring an in-house PR Manager or partnering with a PR agency.
What are beauty editors looking for? Beauty editors receive over 100 products a day from PR agencies, retailers and brands directly. It’s cliché, but beauty editors repeatedly, emphatically insist they are looking for something unique—something that truly stands out from the crowd. However, recognized and established brands do have the advantage of not having to prove themselves. As a result, they frequently launch “me-too” products, but continue to get coverage because of their existing leadership position in the marketplace. New brands, on the other hand, must work a little harder and really need a “wow” factor—from market positioning to formula to packaging—in order to stand out. The best way to get your message across to the right editors is to get to know what they are covering and determine whether or not your product is relevant to their readership. It might seem obvious, but don’t pitch wrinkle creams to the beauty editor of a teen magazine. Also, can their readers easily purchase your products? You might have an amazing cosmetics line, but if your products are only available online, it may be a deterrent for coverage. Additionally, magazines are usually on newsstands half a month before the issue date, so your products should be available on-counter or in-store well before the issue date.
Successful design and marketing unifies a brand's identity. In your experience, how does a brand’s identity influence editorial interest? Both the press and the modern consumer are bombarded by marketing. Consider the type
of messaging that stands out to you. It probably has has an impactful design and offers information that is relevant to you. The same remains true for the product and message that you deliver to both the press and your consumer. When there’s not time to read every email
or pitch letter, your brand’s visual presentation and product design are often only attention-grabbing factors. I have PR friends who will not take on clients that not are beautifully branded or packaged, because it makes their job that much harder to do.
How does social media factor into a PR campaign? Social media is integral to any successful PR campaign. It offers new channels to communicate with both consumers and press. Many top editors and reporters are now on Twitter and it is vital for brands to be part of their conversations. A PR campaign should incorporate a social media component, but it’s important to understand that social media is just as much about individual communications as brand communications—meaning, too many canned and pre-written tweets will turn off your followers.
How does a celebrity endorsement impact a brand? Celebrities definitely help sell products, but it’s important to point out that they are not only brands unto themselves—like all people, they are also fallible. If you choose to align your brand with a celebrity, know you are committing to the celebrity’s every move. If your spokesperson is found with drugs or commits a crime, their publicity becomes your brand’s publicity. Keep in mind, celebrity endorsements don’t have to be restricted just to movie stars and musicians. Top YouTube vloggers and industry reporters, stylists and makeup artists can also help sell products.
There’s no such thing as bad press, right? It depends on what you’re selling. If you’re a medical company and you’re receiving bad press as a result of faulty equipment or malpractice-related events, bad press will definitely negatively impact your business. But if you’re a personality looking for perpetual fame (Speidi?), then any press is good press. I recently heard a great story from a well-known publicist who received some negative press in a small community newspaper. In her case, an influential neighbor saw the article, disagreed with the reporter’s perspective and became a new client. In this case, bad press was good press.
In your opinion, what is the biggest misconception about PR? That PR can make or break a company. It can definitely help define a brand and support
sales, but it requires support from all business channels. It’s just one part of the equation. Unfortunately, if you have a poorly run business with a bad product, no amount of PR will be able to change the inevitable. And if you devise a PR strategy that is not in line with the overall business objectives, chances are you will not get a return on your investment.
What advice would you give to smaller brands wanting to handle PR needs internally?

 

  • Hire an experienced publicist with extensive industry and media knowledge.
  • Learn and continually stay abreast of new PR strategies and tactics. There are great resources on the web that can help you execute successful PR programs. Recently, I’ve been recommending PR In Your Pajamas to young brands.
  • Stay current on what your competition is doing for press—made easy nowadays with Twitter and Facebook.
  • Make sure PR communicates with marketing and sales and incorporates their efforts in
    their outreach.

Stephanie Tsai is a public relations consultant and founder of Ink and Press, a beauty and lifestyle blog. Follow her on Twitter @stephersPR or connect on with Ink and Press on Facebook.

Julie Ashkenazi

Julie Ashkenazi

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