This week we’re switching it up once again and giving you a glimpse at the other side of the industry! Instead of talking with fashion journalists, we’re getting the scoop from some of the top PR pros in the business. So, we were pumped to be able to chat with Alle Fister, founder of Bollare Communications, and share some of her tricks of the trade. Enjoy!
Q: We’re guessing it’s not all pretty lipstick and events and fabulous clothes. What are some of the not-so-glamorous but essential parts of your job?
A: No way…who told you? Many people are drawn to PR for the lipstick and clothes, but what makes people great at this field are attention to detail, constant thought for the other (whether it is a client, editor, stylist or blogger) and creativity- clever and inventive energies to make the most memorable events and ideas. So many gravitate towards this industry for the perceived alluring lifestyle. Bollare’s definition is to select and identify brand partners whom are leaders in a vertical, get to know them and be partners and advisers in creating an intriguing and interesting marketing and press mix. The dedication to this makes our clients our best PR, as 95 percent of Bollare clients come from referrals of brand partners, editors, stylists and bloggers whom we work with.
Q: Can you describe your typical day?
A: My days are anything but typical, which is why they always feel fresh, but core elements will often include meeting with internal team members to brainstorm on initiatives and plans; connecting with current clients on new developments and how our team is performing with and for them; and taking meetings with potential brand partners and exploring potential synergies. My favorite part of any day is holding a press clip the team has secured – it never gets old!
Q: Who is your style icon? PR icon?
A: Margherita Missoni – gorgeous style. And PR Icon? There are so many things to learn from so many in our industry – past and present – that it is hard to pick one. The varied perspectives give a more rich opportunity for self betterment.
Q: Any trends you’ve noticed from clients for this spring/summer?
A: Across the board at Bollare we’re seeing clients execute designs in contrast. I’m loving the fresh take on the graphic black and white trend – Angeleno brand krisa exemplifies this perfectly. Leather is also a strong trend for spring, with new and innovative finishings rendering it warm-weather appropriate. [BLANKNYC] has worked this trend with such great craftsmanship; perforations, laser cut outs, and lattice work detailing are all there. Also feather-weight, sheer looks continue as a hallmark transcending seasonal trend shifts, you can see this from premium tee shirting line Lanston.
Q: As far as best pitching practices and ways to get media attention, what is your best advice for other PR pros in the industry?
A: Utilize amazing resources, such as Cision, to garner industry information. Take those key learnings and research research research them further. Pitch with a sharp dart that takes into deep consideration all you’ve learned from Cision coupled with your research, to craft a unique and interesting pitch that keeps the recipient at the center of the content direction. Follow up diligently yet respectfully, and say ‘thank you’ to those whom you work with!
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