What do you do when you see a competitor featured in the media? Do you get mad and wonder 'why didn't they ask me?' If this is a reaction you're familiar with, it might be time to make over your PR strategy.
Just like a business plan, a PR strategy should not be carefully thought out and then filed away in a drawer; it should be a living document that is updated often.
Start by working backwards from your dream media outlet. This might be Sunrise, the Sydney Morning Herald or TIME magazine. Whatever your dream media, a clear PR strategy is more likely to help you get there, so map out the steps to achieve it.
A PR strategy will include the following points:
What is it that makes you a credible business owner? Jot down the following points to use in your PR efforts:
Be very specific about who you are marketing to and what problem your product or service can solve for them. Develop PR strategies for each audience segment so you know you're really hitting the mark.
Put together a media list with all the outlets you will target. Include the following:
Now that you know who you are targeting for your PR efforts, here are some methods to use to get their attention:
But if you implement all of them, you should become the go-to person for media wanting to know more about your industry.
Napoleon Perdis: The Man — Napoleon Perdis is a renowned, award winning, international makeup artist with over 20 years experience in the industry. Napoleon remains one of the few makeup artist developed brands who still owns, operates and actively works in the industry. With strong and strategic presence in both the Australian and US markets, Napoleon Perdis is the KEY Australian beauty brand currently available in renowned luxury US retailer, Nordstrom. A key element of the Napoleon Perdis brand and person is that of educator. He pioneered and democratised makeup artistry education, and since the creation of the Napoleon Perdis Makeup Academy over 20 years ago, he has trained over 25,000 students in Australia and the US.
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Napoleon Perdis: The Brand
Passionate about supporting the Australian fashion industry, Napoleon and his team remain runway fit as he continues to lead the largest, most experienced team of makeup artists each season at fashion week. Extending beyond fashion, Napoleon's support and passion for the arts has been realised through his sponsorships of The Australian Ballet as well as the AACTA's, Astra Awards, Sydney Film Festival.
Napoleon Perdis: The Brand Builder
In 2008, and one of the first international makeup artists to be involved in the Designers for Target program in the US, Napoleon Perdis created NP Set, a colour cosmetic offering for the masstige market.
NP Set launched soon after in Australia where the easy-to-use, multi-purpose products at very accessible price points were fast a winner with the savvy Australian consumer. In April 2012, Napoleon took the NP Set brand (and his famed expertise and knowledge) to the television screens of up to 7 million Australians via TVSN. With the identification of the evolution of omni-channel retail combined with his experience on the US powerhouse home shopping network, QVC, home shopping networks were a natural next step for the brand and the man. In May 2012 Napoleon opened his first Napoleon Perdis Life.style store in Sydney's Woollahra, restoring the iconic Post Office. Representing the next visionary step of the Napoleon Perdis brand, Life.Style was borne out of Napoleon's passion for art, fashion, design and all things beautiful. Housing an eclectic mix of international men's and women's accessories, jewellery, art and homewares that sit beside the Napoleon Perdis Cosmetics range as well as a carefully curated selection of vintage items.
Napoleon Perdis: The Innovator
The Napoleon Perdis cosmetic range is innovative, award-winning, and wearable. His lauded Auto Pilot Pre-Foundation Primer has been prepping and perfecting complexions for over 10 years. While Napoleon was not the first to ride the mineral makeup trend, he patiently waited until he was most satisfied with the innovation level and formulation before offering mineral makeup to his customer. The introduction of two Mattifying Lip Palettes to the lip stable have been acknowledged as industry changers by Shop Til You Drop magazine, who recently awarded the Double Agent Nude a 'Shop Genius Award'. The brand's latest skinnovation comes in the form of The One. A one shade wonder concealer and a sales success story! Sometimes an upgrade is as important as innovation. In the past 12 months, the brand has continued to see the upgrade of many of its original and core products to new luxe gold packaging. For NP Set, the multi-use products are as innovative as they are environmentally friendly. Ingredients are key to the NP Set range which boast the latest and greatest ingredients with organic benefits, are 98% paraben free, in recyclable packaging.
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