What street style can teach us about PR
Bill Cunningham’s “On The Street” series did more than capture New York City’s fashion landscape on film; it revolutionized the art of fashion photography. Cunningham’s genre-defining career and images paved the way for street style.
Now a staple in the fashion world, street style has become an iconic division of fashion photography and has continued to thrive with the rise of social media and blogging.
Street style is a different kind of creativity. Unlike runway looks, street style is meant to be accessible to the public. Bloggers, models and journalists must distill extravagant trends and make them approachable, without losing stylistic edge.
Street style outfits can instantly communicate an understanding of trends and make a photographer inspired to photograph you or walk on by.
There’s a middle ground between over-the-top runway looks and sweatpants on a Sunday and that’s where you’ll find street style.
When it comes down to basic practices, it’s the same in writing for public relations. The way you communicate the information you have at hand is essential. You have to simplify the overcomplicated, but also spice up what’s boring. Make it approachable, but make it cool.
No journalist is going to comb through a pitch with lines and lines of flowery language, just like no journalist is going to consider a pitch without a buzz worthy factor to capture their audience’s attention.
Using a casual voice is often quite useful in humanizing you and your company to the media and your audience. However, if your pitch is too casual and relaxed, you might come across as unprofessional, while a boring announcement from an unknown company might turn off an influencer or blogger who isn’t quite prepared to read five excessive paragraphs about the history of your client.
Vogue’s Anna Wintour once said, “We all dress for Bill.” Though every pitch must be tailored to the outlet, a good rule of thumb is to dress your pitch for Bill Cunningham. Your pitch shouldn’t read like a flashy runway outfit, it should read like photo-worthy street style.