'Get your story out there on your terms'

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By Marcy Medina | for The SKUpe

Monique Jones of Monique Jones PR specializes in public relations for fashion brands, leading campaigns ranging from traditional press and VIP seeding to special events. Here, she shares tips for making an impact with local influencers. 

What led you to found your own company?

I began my career as a personal publicist for celebrities, where I quickly recognized the powerful relationship between the entertainment and fashion worlds. With just one fashion brand, I could secure media coverage, align it with the right celebrities and generate meaningful buzz around its designers and retail presence.

When I moved from L.A. to Chicago, I was unsure of how it would translate, but I learned that connecting fashion with culture was just as relevant there as it was in L.A. The key difference is that in L.A., I was surrounded by more celebrities and designers who shape trends in real time, while Chicago taught me to see trends through a different lens: one that’s more practical, seasonally driven and incredibly intentional. When I returned to L.A., I carried both of these perspectives with me. 

What advice would you give SMB retailers who are new to P.R.?

Get your story out there on your terms. This can be done within a variety of budgets but you want to be prepared to back up what you’re hoping to accomplish. If a big press hit dropped tomorrow, would you be ready? Do you have enough products to accommodate an influx of orders? Can you handle the traffic and attention that comes with it? Being ready for the moment is just as important as getting it.

If you're working with a smaller budget, think smart, not big. Host intimate in-store events that draw people in and spotlight your brand. Schedule them during regular store hours to avoid extra staffing costs and partner with local businesses like restaurants, florists or beverage brands who might be open to providing goods in exchange for exposure. It’s a great way to build community while keeping costs low.

How can a retailer find local influencers and engage with them? 

Pay attention to your customers and make the effort to connect with people in your community who align with your brand. Scout social media for local tastemakers or ask your community if they have favorite local influencers. Send personal invites to your store. Take the time to meet potential clients. When people meet the owner or designer and see the extra care behind the brand, they’re far more likely to choose you over someone else.

Once you find local influencers, invite them into your store and offer them a gift card to shop or a thoughtful item as a thank-you for their time. Keep it genuine and free of any pressure. When they feel like they’re treated with VIP care, they’re more likely to support your brand beyond the parameters of a set deal. You could also ask them to host an event in exchange for product or a share of the sales. This way, they’ll be excited to encourage their followers to shop, too.

What's one P.R. trend you are excited about? 

Brands starting to work with micro-influencers. These smaller creators come across as more authentic and “word-of-mouth” since they’re typically not pushing products as their full-time gig. They also tend to have a more dedicated local fanbase, which is great for in-store events where you want a host who will bring their followers along.

Thanks for reading.

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The SKUpe is curated and written  by Marcy Medina and edited by Bianca Prieto