In the fashion and beauty industry, getting media attention can be tough. Your brand might be amazing, your products revolutionary, but without the right public relations strategy, it’s easy to get lost in the crowd.
That’s where Cision comes in. We’ve dug deep into what fashion and beauty journalists really want from PR pros like you. Our insights come from Cision’s 15th annual State of the Media survey, which gathered thoughts from over 3,000 journalists worldwide - nearly 300 covering fashion and beauty.
Don’t wait until Fashion Week to pitch your story. Whether you're promoting skincare, sustainable fashion, or beauty tech, this insider information will help you craft pitches that get noticed and get results.
Inside the Minds of Fashion and Beauty Journalists
To create pitches that resonate, you need to understand the journalist you’re pitching and their audience. For PR teams working with fashion and beauty media, our survey revealed several key takeaways that provide insight into the mindset of these professionals.
Top Challenges: It's Not Just About the Story
The first thing to know when pitching these journalists are the obstacles they’re facing. Fashion and beauty journalists are worried about declining revenues. This affects their publications and platforms, not just their paychecks. They're also competing hard for audience attention, not just with other journalists, but with online content creators and brands.
PR teams can help journalists overcome some of these obstacles by pitching exclusive, unique stories that will grab audience attention. Be explicit in your pitch as to why this story will resonate with audiences, across various platforms. And knowing that these journalists are strapped for time and resources, be considerate of their tight deadlines, ensuring they have everything they need – from relevant multimedia and expert quotes to unique data – up front and with plenty of lead time. Make sure you are readily available to answer follow-up questions or set up interviews as requested. These tactics will not only help you secure coverage for your brand but – more importantly, set you up as a valuable partner to the journalist.
Social Media: A Tool, Not a Pitching Platform
Most fashion and beauty journalists (88%) prefer to receive PR pitches via email (likely because it’s easier to manage and allows for more detailed communication). Despite being big social media users, only 1% of these journalists want pitches via social platforms.
While pitching on social media is a no-go, it can still be a goldmine of information for PR teams. Journalists are using social media for a variety of work-related reasons, from promoting content to interacting with their audiences. By following journalists’ activity on social media, you can learn more about them (and the topics they gravitate toward), engage with their community, and build rapport more organically.
It’s also important to know that, when it comes to specific social media platforms, fashion and beauty journalists are most active on Instagram, Facebook, TikTok, and YouTube - the hotspots where their audiences hang out. Keep this in mind when thinking about how the stories you’re pitching will play out on these platforms and what types of multimedia elements to provide with your pitch.
What Fashion and Beauty Journalists Want From PR Teams
Understanding what journalists prefer helps you craft better pitches and build lasting relationships. Here's what fashion and beauty media pros are looking for.
The Content They Actually Want From PR Professionals
Press releases are number one, with 72% of fashion and beauty journalists citing them as the type of content they want most from PR professionals. But they’re also keen on access to events (61%) and products or samples to test (52%) - more so than journalists covering other industries.
Don’t Skip the Multimedia
Given the visual nature of the fashion and beauty industry, multimedia (images, video, etc.) is a big deal for these journalists: 40% specifically want it, and an astounding 93% used PR-provided multimedia in their coverage last year. If you can provide multimedia assets that make sense for the journalist's channels and platforms, you're more likely to get coverage. In fact, 56% of fashion and beauty journalists said they're more likely to pursue a pitch that includes relevant multimedia elements.
Citing Their Sources
Where do fashion and beauty journalists get their story ideas? Press releases (73%), direct pitches (61%), and industry experts (41%) top the list. They rely on direct pitches more than journalists covering other sectors, so well-crafted, relevant pitches can really pique their interest and earn media coverage for your brand.
The Do’s and Don’ts for Working with Fashion and Beauty Journalists
Building good relationships with journalists is always the goal in PR, especially since it can lead to more coverage in the future. Here are a few tips on how to become their go-to resource.
Make Their Job Easier
Journalists are always racing against deadlines and drowning in emails. Most pitches they receive aren’t relevant, so fashion and beauty journalists’ number one request is for PR teams to understand their audience and what matters to them. This shows how important it is to research your media contacts and personalize your outreach.
Avoid These Cardinal Sins
Knowing what journalists don’t want is just as important as knowing what they do want. It’s no surprise that flooding their inboxes with irrelevant pitches tops the list of biggest pet peeves for fashion and beauty journalists. When it comes to follow-ups, 66% of fashion and beauty journalists recommend following up on a pitch once – and only once. That's usually a safe bet unless the journalist says otherwise in their contact info. Avoiding these common pitfalls helps you stand out as a PR professional who respects their time and needs.
How to Find the Right Media Contacts for Your Fashion or Beauty Pitch
Finding the perfect journalist for your story is all about putting in the research. While social media and the internet in general are great places to start, using a media database (we’re partial to CisionOne Outreach ourselves), is ideal.
In addition to helping you find relevant media contacts much faster than any Google search, a good media database will also provide richer intel. From their profiles, you can find other outlets they work for, recent articles they’ve written, other topics they cover, and social media activity. From there, you can build a dedicated media list of fashion and beauty reporters and media influencers to target and craft personalized pitches that will stand out.
For more advice on crafting relevant, attention-getting pitches for any type of audience, check out The Complete Guide to PR Pitching.
To learn how CisionOne can help you identify the most effective media contacts and channels to boost your brand and reach target audiences, schedule a demo today.
