Special Media, Darling post: Holidays, Part 2

Remember our special Media, Darling post from last week? Welcome to Part 2! We asked some of our contributors to share with us their holiday plans, New Year’s resolutions and hopes for 2011. Here is what they told us:
Jen McNeely

What’s your favourite holiday tradition?
Wearing a dumb hat from my cracker at the dinner table. It’s probably the only real tradition we have.

Favourite store to receive a gift from?
Store? I prefer spa. Body Blitz in Toronto or Scandinave in Collingwood.

How will you spend your time off?
In my jammies, with a cup of tea, rolling around the carpet with my husband and dog.


Rebecca Zamon

What’s your favourite holiday tradition? 
When I was a kid, it was my dad taking me to the Eaton’s Centre’s Toyland – it was this magical place where there was every Barbie I’d ever wanted. Now that I’m an adult, I enjoy the grown-up version of this; coming across the extravaganzas that are the holiday windows at The Bay and Holt Renfrew. They always depict a fantasyland that I just want to jump into.

Favourite store to receive a gift from? 

Anthropologie. Between the clothing and the home décor items and the jewellery, I have literally never left that store without buying something that I’ve continued to adore for years down the road. It’s a sure bet that if you get something for me there, I’ll love it.

How will you spend your time off? 

In New Orleans! My parents, my boyfriend and I are heading down to NOLA for five days, and I can’t wait to experience the food, music and southern culture.

 

What is your New Year’s resolution?  
I don’t exactly believe in resolutions. There’s this great quote from author Anaïs Nin: “I postpone death by living, by suffering, by error, by risking, by giving, by losing.” I plan to spend 2011 doing just that – and add “by loving” to that list.
What was 2010’s highlight for you?
Twitter. Since joining in February, I’ve had the pleasure of meeting dozens of talented individuals in Toronto and connecting with many more throughout the country and abroad. Twitter has broken down barriers and made the industry (and the world)  a much more accessible place. For that, I am grateful.

What are you most looking forward to in 2011?
Next steps. New adventures. Leaps of faith. Great writers. Great writing. The last year before 2012. 

What is your New Year’s resolution? 
I don’t ever make New Year’s resolutions.  I try to take advantage of or create opportunities that come my way during the year.
What was 2010’s highlight for you?
So many good blog things happened in 2010, but I really loved my trip to Los Angeles this summer.
What are you most looking forward to in 2011?
It’s really short term, but I’m looking forward to my March ski vacation in Whistler.

What is your New Year’s resolution? 
I am a believer in New Year’s resolutions. It is one of the few common holiday traditions I like to take seriously. I usually try to choose something that is modest and measurable, making it easy to keep, but this year I’m feeling like I’m into audacious, broad, unmeasurable stuff. I want 2011 to be the year of YES. Whether asking or answering, I want my default setting to be on “just go for it”, and see what happens when I throw caution to to the wind and allow myself to be gutsy and uninhibited about doing what I want to do.
What was 2010’s highlight for you?
2010 was a mixed bag of a year for me, full of highlights and lowlights and sometimes no light. Above all, the highest point was also the lowest: the end of an eight-year relationship, a devastating moment that forced me to truly ask myself what I really wanted to do with my life, and then take some kind of action and move. Flying over the Atlantic for the first time to start a new life in a totally unfamiliar city has really been one of the most significant moments of my entire life so far.
What are you most looking forward to in 2011?
I’m looking forward to exploring a continent where everything is very old, but very new to me. Hello Europe, I’m coming over.

Our 100th Post! The Best of Media, Darling

We have raved about dessert before dinner, ranted about TTC etiquette, brought you the latest in cool designer collaborations and taught you how to bake apple pocket pies. We are celebrating our 100th blog post, but we can’t take all the credit. Our most popular posts have been from our friends in the media, with our popular Media, Darling feature.

Media, Darling offers loads of helpful advice to PR professionals from seasoned media experts. If you want to know how to send the perfect pitch or how to avoid the biggest mistakes in PR, check in every Thursday for this must-read blog section.

As we pass our 100th post, we are looking back some of our most popular entries. Here we bring you the best in PR guidance from a few of our most popular Media, Darlings.

On the Fourth Floor: How can someone grab your attention with a pitch?
Anita Clarke: First off, pitches that get my attention are, most importantly, relevant to my blog. They are well-crafted and not verbose. All the information I need is usually included in the pitch. 

I love PR companies that use flickr or other storage methods to provide me with all relevant images and press releases, without having to write a reply email. I also love pitches that provide me just the facts and no opinion. I’ve received many pitches where the writer proclaims that I’ll just love the product. That usually makes me more skeptical, as I like to come to these decisions myself.


On the Fourth Floor: What do you find most useful when dealing with public relations professionals?
Kate Carraway: I’ve had success just by contacting the PR’s that handle stuff and people I already care about. It’s also helpful having a personal column with my face on it, because even if the PR doesn’t know that I might care about their client, they might know who I am if they (and they should!) read all the local publications.


On the Fourth Floor: What do you find most useful when dealing with public relations professionals?
Rebecca Zamon: Personality. I know that sounds like an obvious thing in such a people-oriented industry, but if I answer the phone and hear a monotone “Are you the right person to speak to about XYZ?”, it loses my interest right off the bat. Make an effort to be friendly – in general, we’re talking about fun topics, like fashion and food, so it should be easy.

Also, to that end, meeting in person. Whether that means making sure to introduce yourself at a launch, setting up a lunch date to pick my brain about a variety of clients or even just dropping off a press release in person and insisting I come down to get it, that puts a face to the name, and hopefully, creates a camaraderie as well.

There are also some PR folks who I’ve known for years that I can always rely on in a pinch, whether that means a last-minute suggestion for a product, easy access to photos or pointing me in the right direction (even to the competition!) for experts. That’s not something that develops overnight, but if you can build that kind of trust with an editor, it goes a long way.


On the Fourth Floor: What is the biggest mistake PR professionals make?
Nathalie Atkinson: It’s the same mistake that freelance writers often make pitching to editors: not being a regular reader of the publication you’re pitching to. A pro is familiar with who does what, the ongoing departments, regular features and bylines. It sounds dead obvious but that’s the only way to have any sense of the publication’s character, tone, types of appealing subjects and angles. And if they aren’t regular readers, we can totally tell.

The flip side of this is relying primarily on Google alert and news clipping services to keep track of client placement. It’s not only lazy, it’s hit and miss. I can’t tell you how many times I’ve covered a book, a designer, a product or an event and yet afterward, the publicist is still pitching it like it never happened! This leads to an awkward (them, because they’re embarrassed) and terse (me, because my ego is bruised) exchange that ends with some excuse about “being out of town” or forgetting to pick up the paper just that one time. You should be reading or at least thoroughly skimming all the relevant publications in your field; that’s your job.

Which leads me to graciousness. You pitched, maybe even stalked and nagged, then followed up for weeks, but you can’t take a minute to acknowledge seeing an article after it’s run with a quick email? Oh wait, that’s right, you didn’t see it because you don’t actually read my publication. Sorry, but gotcha. If you don’t read my newspaper, don’t bother pitching me. (‘Cause like I said: we can tell.)


On the Fourth Floor: Your pet peeve?
Noreen Flanagan: Follow-up phone calls with messages: “Just calling to see if you received our email…”. I can appreciate that some emails don’t make it, but for the most part, if an editor doesn’t nibble after receiving your email, it’s because he/she isn’t interested or it isn’t relevant for the book.


Paul Aguirre-Livingston: 1. Yes, you’ve got to do the grunt work. Nothing annoys me more than receiving two (or four!) of the same press release. From time to time, it’s not a bad idea to go through your media list and update it, ensuring names, addresses and phone numbers are correct – and this includes deleting duplicates. I once got a package addressed to me at the right address, but saying that I was with Elle Canada. I’m sure there’s a bright-faced intern who would gladly go over these details for the chance at agency experience.

2. Know what is magazine-appropriate when it comes to images. If you don’t know what we mean when we say “high resolution, 300 dpi” you’re in trouble. Nothing is worse than getting a cheery “Here’s your image!” email only to find a 55KB attachment. Get real and get in the know. Also: no, shots with your digital camera of cheesy portraits on a couch (although high-resolution) will not work either. Think about the aesthetic and quality of any given magazine or simply ask yourself: “Would I submit this picture to Vogue?”.

3. Professional courtesy. Every new issue, I try my best to send a written note to the rep and a few copies of the magazine, especially if it’s something that took a lot of work or an (unfamiliar) agency I’m trying to build a better relationship with. The least you could do is send an email back acknowledging the package, particularly if I email you to see if you received it. The same goes when getting introductory emails from new editors or writers; it doesn’t hurt to acknowledge the fact that they’re reaching out to you and asking about your clients.

Doesn’t that make your life easier?


On the Fourth Floor: Any other thoughts you’d like to add?
Suzanne Dimma: Nurturing your relationships goes a long way. Instead of sending those make-believe personal emails, actually get to know your contacts. If I think you understand my best interests and have them in mind, I’ll give your emails, phone calls and packages my attention. For the past few years, a company has been sending me products to consider that don’t fall under House & Home’s interests. I have never received a phone call from them and I’ve never featured any of the products. At the end of each year, the products are donated to charity. 

Amy Verner: Don’t be so serious! I totally appreciate professionalism but I can’t express enough how much I hate being referred to as ‘Ms.’ We are fortunate to work in a fun industry. It should come across in correspondences and interactions (but not forcibly so, of course — our phony radar is always on!).

Liam Lacey: I always hope that publicists make buckets of money to compensate for all the painful tongue-biting they have to do.

Media, Darling: Anita Clarke

Anita Clarke is the founder and Editor in Chief of the popular Toronto fashion blog, I want – I got. She’s been called a Toronto Fashion Hero by Now Magazine, Woman of the Year by She Takes on the World and one of the Worthy 30 by Shinan Govani. She has spoken on the topics of fashion, marketing, PR and social media. In July 2009, she was featured in a window showcase for Holt Renfrew that was shown in stores across Canada.
Blog: I want I got 
Twitter: @geekigirl
How can someone grab your attention with a pitch?
First off, pitches that get my attention are, most importantly, relevant to my blog. They are well-crafted and not verbose. All the information I need is usually included in the pitch. 
I love PR companies that use flickr or other storage methods to provide me with all relevant images and press releases, without having to write a reply email. I also love pitches that provide me just the facts and no opinion. I’ve received many pitches where the writer proclaims that I’ll just love the product. That usually makes me more skeptical, as I like to come to these decisions myself.
  Anita in front of her Holt Renfrew Fashion Blogger window.
What do you find most useful when dealing with public relations professionals?
I like that they can provide more information that would be hard to research otherwise. They really can add value to a post with images, samples and additional information. They provide access to designers, events, etc. and that offers lots of value for a post.
What is the biggest mistake PR professionals make?
Not respecting my time. I think many people assume that I blog for a living when in reality, I have a full time job. I believe this is the case for the majority of bloggers. 
Sending pitches that are irrelevant to my site. 
Lack of respect for online media. If online media exposure isn’t important, then don’t engage them. Treating them as second class citizens doesn’t help your company or the brand you are representing.
The “mailing list method” of PR. You get more results with well researched and crafted pitches, rather than the email blast to everyone and their mother.
Your pet peeve?
I hate it when a PR company emails and says “I love/read your blog”, which is then followed up with a totally irrelevant pitch. It really leaves a bad impression for me, because they are obviously lying. Let the product do the talking instead of sucking up to my ego.
I have a fashion blog, but please don’t send me pitches that have to do with celebrity fashion.
I hate press releases in image format. Copy and paste are important to me.

Fashion-able: How to network in the fashion industry

With LG Fashion Week coming up, we have fashion on the brain. And, more importantly, how breaking into the fashion industry can be tough. It’s competitive, and a zillion people would kill to get a foot in the door. 
One of the most effective ways to break through is by networking. Getting out, talking to people and just making friends – not necessarily because you are looking for an opportunity, but because making friends is the best way to have someone think of you when an opportunity does arise.

One of the best in the biz is Gail McInnes. She is a pro networker, and has had great success in the fashion industry as a result. She shared some of her tips with us – take notes! 
Visit her online
Twitter: @gailmcinnes

How to Effectively Network in the Fashion Industry
Just like dating, networking can be a nerve-wracking experience for those who might feel intimidated or overwhelmed. Remember, you have something to offer each and every person you meet. Most people in the industry are open to meeting you. We want to support and promote those with talent and passion for our industry. We want to suss out the next generation of talented agents, artists, photographers, models, etc. who we may end up hiring or working with in the years to come – and that might just include you.
The best way to meet people is to go to as many industry events as possible. Never turn down an invite if you can, you never know what chance encounters can alter your career path. Nothing is more effective in getting people to be around you than an infectious smile and, if you love what you’re doing, you will be smiling. A positive attitude is contagious. Carry business cards with you at all times. If you don’t have company cards – make your own. 
Just like your career, building a rapport with someone won’t happen overnight. The more you are seen, the more someone will remember you. If you meet someone for the second time, introduce yourself again, stating what you do, where you work and how you first met as a courtesy. If it feels awkward, it probably is – simply wish them a good evening and walk away. Next time, they may be the first to say hello.
Don’t feel you have to rush to build relationships with people in the industry and certainly don’t force it either. If you are naturally drawn to one another, then it will happen faster than most, but for the most part it will come like any good friendship – with mutual trust and respect.
 Juan Carlos Gaona, Danielle Meder, Anita Clarke and Gail McInnes: 
Fashion friends through networking
Photo: Angela Young Martin