September 04, 2015 / by Niki Madison

David Bowie sang about it. Lady Gaga did, too. Lana Del Rey likes blue jeans and white shirts. Elvis rocked those blue suede shoes. Fashion has the ability to transform, to inspire, and to connect individuals to build communities. Those same elements can be used for a successful PR campaign. It is only fitting that Jenn Lake, vice president of Zapwater Communications and new style blogger, combines her expertise in public relations and her love of bright, colorful clothing to create a fashion blog.

“The mission of Style Charade is to deliver colorful, whimsical fashion content and photography that gives readers an escape from their daily lives,” Lake said.

She draws her style inspiration from the classic elements of the old Hollywood films she watched during her childhood with a mix of the bold colors that are popular today. “Color represents endless possibilities and creativity,” she added.

Jenn Lake

Photo courtesy of Style Charade

After more than a decade working in the fashion, beauty and lifestyle PR industry, Lake’s search for new avenues of expression led to the launch of Style Charade.  She wanted to create, she said, another outlet “to showcase understanding of ROI and business metrics.”

Lake believes that the behind-the-screens of blogging should not be an afterthought, that it enhances content. “Spend a significant amount of time trying to understand the business of blogging before clicking publish on your site,” she advised. “Anyone can deliver fashion coverage – what will separate you from the rest is understanding the metrics and unique points of difference of your site.”

Lake’s understanding of brand relationships and building engagement with users has drawn followers to Style Charade. Currently, her Instagram has 25K+ followers. Since the launch of the blog several months ago, her Instagram followers have increased by 475%. Lake lists four areas that have contributed to her popularity on the photo sharing app.

  • Consistent posting
  • Quality content
  • Authentic Engagement – she doesn’t use applications to gain followers that are bots or non-authentic Instagram users.
  • Point of View – focus on engagement with followers, not numbers of followers.

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“Blogging is like anything – you need to drive brand preference,” Lake added.

Jenn Lake

Photo courtesy of Style Charade

Her expertise in public relations has led to Lake’s understanding of branding. She finds platforms like rewardStyle and the community have helped her build a blog following through the affiliate programs the blog publishers offer.

“If you’re looking for the best, newest and hottest in blogger talent, look no further than their publishers,” she explained.

Despite the hard work that is gaining a following as a fashion blogger, Lake welcomes the challenge. “No amount of clothing or bank funds will ever make up for perseverance and tenacity,” she said.

Pitching Tips

Lake prefers short, customized emails and does not want to be included in mass email blasts. Emails should include the brand name, campaign details, scope of work, budget and timeline. Catch her attention with a simple, quick and effective email. She says that relationships with PR professionals are exactly that – a relationship.

“Don’t view your relationships as a one-time deal or quick placement. View everything as long-term partnership. I like working with brands that have extensive plans for our collaborations – not just a one-off agreement.”


Cision Blog’s newest content series, Behind the Blog, spotlights notable influencers in a particular digital space, such as food, fashion, or finance. Read our first installment here. 

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About Niki Madison

Niki Madison writes daily updates and features for the Cision blog. She is a media researcher at Cision, specializing in print media with a focus on newspapers. She is a freelance graphic designer, enjoys dancing feverishly to live music, the fashion and pop culture of the 1980s and 1990s, and is a sucker for cat memes. Follow her on Twitter @nikimadison1.