Sign 1: Seriously, do you really know everything about that brand?

“Do I really need to know everything about my favourite brand to be a successful PR? Is it that important?”. Well, yes!

Having a wide knowledge of the brand you want to represent as a PR is key for an easy, happy living. But not ordinary overall, fact-sheet information. I am talking about real and detailed awareness of both the designer (or creator) and the brand.
Here are a few reasons why this is such an important point:

  • By being properly informed, you will avoid the uncomfortable situation of you telling an editor during a Gala Dinner at your client’s Gourmet restaurant that you don’t know the name of the guy who designed the table cloth. “What kind of PR person doesn’t know that?”, the editor may think.
  • If you know everything about the brand, you handle more information than anyone else. Therefore you are considered an expert, and experts are considered indispensable. You are in a position where you can create as a many media stories as ideas come to your mind because you know it all. Possibilities are endless!
  • Knowing everything will help you to connect dots immediately when talking to editors and bloggers. Maybe they were only asking you about X but then you mentioned its relation with Y and Y^2. And new angles are unconsciously planted in their minds. Ta-da!

Sometimes even the smallest details are the ones that make a difference to an editor or blogger. Yes, that detail you didn’t think was interesting because it was super obvious -to you-, can be GOLD for somebody else. Media is curious and hungry and they need you to light their way to the best information.
In fact, I remember a time back in 2008 when I was showing an editor around a 5* hotel and he went nuts about a Nespresso machine in ONE of the rooms. For me, it was just one of the coffee machines I was so used to see over and over again in each and every media tour. For him, it was THE coffee machine. And I can tell you that the Nespresso thingy got a few lines of glory in the final article.
I remember another time when a Spa & Wellness centre I was representing got the attention of The Telegraph. The journalist was only interested in ONE of the eighteen rooms in the Spa centre and created a whole story about a 15-minute experience inside that room. And yes, that room was real awesomeness-made-wellness. But who would have thought that it would become SO interesting for The Telegraph? You can’t imagine the viral spread of this post, by the way. It even got pitched by The Guardian in 2012 again.
“But why is this?”, you’ll think. Well, maybe because from the media point of view that obvious info is seen as something exclusive that will maybe boost their career. Editors and bloggers will surprise you by asking you about stuff you may consider irrelevant or useless, and this will eventually turn into the most read story in media history.
This info is the one you get to know and nail down if you are really into the brand you intend to work for. SO STUDY IT AS THERE IS NO TOMORROW.

How do you get informed about the evolution of your favourite fashion house or designer? Would you be able to write a text mentioning everything you know about it?

Picture credits: The Height of Chic. Model Rose Smith is photographed by Jason Capobianco for Harper’s Bazaar Australia, April 2013. She is wearing Louis Vuitton SS13.