FashionPR.com Interview : Adrienne Dorsey - Magnolia PR

I started Magnolia PR in 2006, focusing on fashion, baby, and lifestyle brands. I am originally from the Pacific Northwest and relocated to Los Angeles in 2003 for graduate school. My undergraduate degree is in Writing/Literature so I'm an avid reader and writer.

I worked for a boutique firm in Hollywood that represented several up-and-coming fashion and accessories labels. I originally started as an intern and learned the ins and outs of the fashion industry and owning a small business.

I encountered a lot of talented, independent designers in Los Angeles who had amazing products and just needed the platform to promote their product to the media. Many weren't able to afford large PR firm retainers and weren't quite sure how to begin, yet had a promising story to share with the press. The idea to create my own firm focused on brands I was passionate about happened organically, talking to one of my friends about what designers needed to get to the next level. I wanted to closely work with new and established fashion brands, as a mentor of sorts.

I started Magnolia PR in late 2006 as a way to connect brands to their desired media. Our clients have been featured in the pages of major publications including Lucky, InStyle, People Stylewatch, Parents, Parenting, Redbook, Teen Vogue, Seventeen, and many more.

40+ hours

A typical day includes writing compelling pitches for your client's latest offerings, answering emails, outreaching to the media, sending out samples requested by editors, blogging, social media (Twitter, Facebook, etc.), working with film and television studios on product placement, facilitating stylist pulls, and more.

I love being inspired by the designers I represent. Right Bank Babies' team is so creative and fun, I always marvel at their designs. Their reversible dresses that are like two outfits in one, and they are constantly coming up with innovative designs that the market needs.

In the past year, social media has transformed the fashion PR world. In order to stay competitive, companies need to be active in social media (Twitter, Facebook) as well as blogging. Having a blog on your company's website that is regularly updated with relevant news is key.

Strong writing, communication, and problem-solving skills.

A new designer should expect their fashion PR company to make sure they are ready to be properly introduced to the media-- making sure their press kit, website, lookbooks, press samples, and other materials are up to par. Once these items are ready, they can expect the PR company to perform the tasks outlined in their contract and be in regular communication about their progress.

It's important to research firms and check out their clients' websites to see the type of press they have received. Ask the firm how they would work with you, what their retainer rates are, and if you can contact their clients for references. Ask to see samples of their editor pitches, press kits, and client success stories.

Sometimes it is hard to get high resolution, magazine-ready images. I advise current and future clients to invest into quality product photography to ensure their brand is represented in its best light.

I get a lot of client referrals from current clients.

Twitter and Facebook fan pages are now commonplace and a great way to keep the media updated on my clients and make connections with editors. I have also worked with a couple brands that have found Magnolia PR via Twitter.

Being reliable and offering newsworthy information.

Media calendars, trend forecasting, and simply asking what stories they are currently working on.

Social media.

August is usually pretty quiet, it's a good time to work on updating client biographies and press materials.

Having not only a great product, but also a great website, great store accounts, and great promotions.

Most of my friends are in other creative fields, such as design, filmmaking, and acting.

Be willing to start at the bottom. Look into interning if you don't already have actual experience at a fashion PR company. This way you will be able to have hands-on experience that will hopefully lead to employment.

Style and substance.

Marc Jacobs
Valentino
Tom Ford

"Happiness is only real when shared."