PR Insider Spills the best secrets for Brand Collaborations with Beauty Blogger Amy Chang P2: Beauty and the Vlog Podcast 88
As an influencer, the goal is to present yourself in a professional manner and get results when you reach out to PR reps to establish brand collaborations. But it’s tough to know exactly what to say, especially if you don’t speak their language. Wouldn’t it be nice if there was someone with experience in both PR and beauty who could write a script, complete with PR terminology that would get their attention in a good way and help you build a lasting professional relationship?
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. BOND EN AVANT boasts 7,000 unique visitors and 10,000 page visits per month.
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 gets granular about the process of building relationships with PR reps for brands and requesting specific product. She also offers great advice about negotiating your price for sponsored content and adjusting content to increase engagement on different social media platforms.
Key Interview Takeaways
Find a brand’s AOR by checking their website for a press email address. If it’s not there, search ‘AOR for [brand name]’ or ‘[brand name] press release.’ If all else fails, fill out the contact form on the brand website or send an email to their info@ address.
When you reach out to a PR rep for a brand collaborations, include links to previous stories and your brand bio. Explain what type of content you’re creating and the product you’d like to test for inclusion.
Build positive relationships with PR reps with overcommunication. Be responsive and follow up – even when you choose not to include their product in your review. Successful brand collaborations are all about communication.
Maintain a PR contact list in an Excel document. In a time crunch, you can reach out to those reps and ask for product recommendations.
The relationship with PR reps works both ways, so be firm if you choose not to write about a product – even when they are pushy!
If you are just getting started, create a press kit that doesn’t include stats.
Design a brand bio to attach or imbed in introductory emails to PR reps. Compose a one-page Word document, and in two paragraphs or less, describe your audience and the type of content you are creating. Include your logo and contact information.
Purchase an email address that is associated with your website, i.e.: email@example.com. This is crucial to presenting yourself professionally when working on brand collaborations.
Consider using online tools to hone your skills. Lynda.com, for example, is a subscription platform that offers in-depth classes in Photoshop, video and sound editing, product photography, and lighting.
Know what your time is worth. When you negotiate with brands to do sponsored content, get specific about exactly what the creative process entails and remind them that the content is ‘evergreen.’
Compare your site’s performance to other content creators at SimilarWeb. Plug in your site and those of up to five competitors to get a feel for where you rank.
Content is the key to growth. The more content you generate, the more chances people have to discover you.
Consider collaborating with other influencers to boost your content. Amy works with other bloggers to do guest posts and interviews.
Recognize that your audience is slightly different on each social platform and adjust the content accordingly to increase engagement. Amy finds that she reaches a slightly younger audience on Instagram, so rather than providing a link to a full article, she pulls snippets to include in the caption.
Use Mosaico to see how your Instagram photos will look together. The app also allows you to write captions and set publication reminders.
When deciding what your time is worth, ignore online formulas. It is more important to know what you have to offer, and determine your price based on the time a project will take to complete.
Reach out to salons and spas directly, and offer to review their services – and share your content for inclusion on their website and social platforms!