5 Budget-Friendly PR Strategies for Fashion Brands

Public relations can be one of the most powerful ways to promote your brand without breaking the bank. Often seen as costly and hard to measure, PR doesn’t have to be expensive. Here are five smart ways fashion brands can effectively use PR on a budget.

1. Invest in Photography

While PR on a budget might sound like it doesn’t leave room for large investments, high-quality photography is a game-changer. A one-time investment in professional product shots can yield continuous benefits. These images aren’t just essential for your website and social media; they’re vital for PR efforts, especially when pitching to journalists. Cut-out images of your products, properly labeled with product names, prices, and your website address, make it easy for journalists to use your content without the need for further details.

Lifestyle shots are useful too, but if you’re looking to keep costs low, focus on these high-res product images. Once you’ve got them, make sure they’re easy for journalists to access, either by providing links through services like WeTransfer, Dropbox, or Google Drive.

2. Update Your Press Materials

Press releases may not be as popular as they once were, but having updated brand information and a collection lookbook is still essential. A digital lookbook featuring your stunning photography will help communicate your offerings effectively. While there’s no one-size-fits-all approach when it comes to sending this content, always ensure ease of access. Journalists appreciate it when you make their job easier by sending a well-organized PDF, Word doc, or email with embedded content.

3. Know Your Audience’s Media

Understanding where your ideal customers get their information is key to effective PR. To pinpoint the right platforms, ask your followers through social media or a survey. For premium products, magazines like Now or Prima may not be suitable, but high-end publications like Vogue or Tatler may be a perfect match. Do your research to find magazines or online platforms that cater to your audience.

Once you’ve identified the right outlets, track down the journalists who write about fashion and reach out. Use social media to find their contact details, and don’t hesitate to introduce your brand or offer samples. Knowing what themes the journalists are working on will increase your chances of getting featured.

4. Utilize Media Alerts

Media alerts are a PR professional’s best friend. These real-time requests from journalists looking for content, images, and sources give you a unique opportunity to get your brand in front of the right audience. Services like Diary Directory and Response Source are premium options, but if you’re on a tight budget, you can take advantage of free platforms like #journorequest on Twitter, where journalists post their current needs.

Additionally, affordable media alert services like Press Plugs can help you stay informed about PR opportunities that match your brand.

5. Strategic Gifting

While gifting often gets a bad rap for being costly, a thoughtful approach to gifting can yield great results. Consider sending a gift to a journalist with a strong social media presence or an influencer whose work you admire. A personal note along with the gift can help foster genuine connections. Even without a formal collaboration, influencers may choose to mention your brand on their social media, providing valuable endorsements that increase visibility.

Take the time to reach out to influencers you’ve engaged with recently. Offering a thoughtful gift without the expectation of a direct return can create authentic connections and lead to potential endorsements from influential figures.

Conclusion

PR doesn’t have to be expensive to be effective. By investing in high-quality images, understanding your audience’s media preferences, utilizing media alerts, and strategically gifting, fashion brands can achieve impactful PR results on a budget. Get creative, and don’t be afraid to make your PR efforts work for you without spending a fortune.