So you want to work with brands, but it’s hard to know exactly how to reach out. Who do you contact in the first place? What should you include in that first email? Is there something you can do to stand out from the crowd? If only we could ask someone who’s worked with influencers at a PR agency exactly what they’re looking for…
Well you’re in luck, because today’s guest understands both the beauty community and PR. Amy Chang is the founder and editor of BOND EN AVANT, a luxury beauty and lifestyle blog founded in 2016. Her brand seeks to provide thoughtful reviews and inspiring stories, while showcasing brands that uplift women.
At 19, Amy took a year off from college and worked as a makeup artist for Shiseido. When she returned to school in New York, Amy knew she wanted to pursue her passion for beauty, and studying PR allowed her to do internships with Loreal and few hospitality firms. After graduation, Amy worked in the consumer products division of an agency where she was responsible for dealing with the bloggers! But after a move to LA, she made the decision to become a content creator herself, tapping into her creativity to establish a blog where she has the freedom to write about products she believes in. Listen in as she explains the best way to introduce yourself to PR reps for brands and how to establish enduring relationships with those reps. She also shares great tips on branding, developing your site, and harnessing SEO to grow your audience.
Key Interview Takeaways
Create your own PR contact list. Compile a list of the brands you want to work with, then search online for their AOR (Agency on Record). From there, you can reach out to reps.
Reach out to PR agency reps by introducing yourself via email. Amy recommends including a one-pager embedded in the email as well as your reel/press kit.
When you introduce yourself to PR reps, be concrete and specific. Explain the topic of your article/video and when you plan to post.
Build relationships with PR professionals. Early on when Amy requested samples to test for inclusion, she only got responses from 30% of the reps she solicited. Now that she has proven herself to be professional, she doesn’t have to ask!
Find your unique niche. Amy’s blog stands out in a saturated market because she does more than just product reviews. Her site shares the experiences of a diverse group of women.
When an agency rep asks follow-up questions via email, be sure to respond. Better yet, provide the necessary information before they ask! Because she worked in an agency, Amy knows what a status report entails – and how frustrating it is when an influencer doesn’t answer.
Once you’ve made the deliberate decision to become a content creator, spend some time in the planning stages. Amy wrote twenty articles, established her branding, and built her website before the official launch.
Consider using a WordPress template to create your website. Amy paid a freelancer to code her site, but she finds that the project was something she could have done herself.
Rotate topics to give your channel or blog variety. Amy rotates categories (skin care, makeup, health) so that her content grows evenly.
Grow your platform with interviews. Company founders looking to promote their products have helped expose Amy’s blog to a new audience.
Invest in understanding SEO. Amy hired a freelancer to audit her website, and he was able to analyze her Google search rankings and offer advice regarding keywords.
Tools like SEMrush, Google Analytics, and TubeBuddy can help you identify keyword search terms and increase your potential to rank highly in search results.
Make sure you check out our current podcast sponsor, GloProfessional. To be added to their PR list, make sure that you fill out the blogger interest form or to take advantage of the 15% discount (use code Erika15) check out my favorite products HERE.