The panel included Vogue.coms Editor, Dolly Jones, GQ.coms Editor Andy Morris and Jessica Bumpus, Vogue.com’s Fashion Editor, chaired by Drapers Commissioning Editor, Ana Santi.
Ana started the evening by compellingly guiding the panel through the topics hot fashion audiences lips. She acutely covered social networking, the direction of the industry, the ye old digital VS print debate, how to get into the industry and how to make your way up the career ladder. The panel’s professional and interactive answers had the audience’s attention in the palm of their hand.
But as the Q & A section was opened up to the floor, the piercing question that was on everyone’s lips was “HOW DO I GET MINE OR MY CLIENTS PRODUCTS INTO YOUR MAGAZINES”
Andy Morris philosophy of a PR and a journalist relationship is simple, he says “You wouldn’t try and jump into bed with some on a first date, so WHY do PRs come on so strong with journalists? Woah woah woah…..just back off a little, take it steady and don’t pretend you care about me, it’s okay, I don’t care about you (laughs). Just send me over your product, shot in the right content for the magazine, with clear details and we’ll try our upmost to get it online”.
Harsh words, maybe but neither the less undoubtedly useful and somewhat effective from the look of slight horror/amusement from many of the audience.
It appears that this divide between journalist and PR is just as Andy describes; a relationship. Sometimes complicated, often trying and difficult to understand, but ultimately in the end you need them as much as they need you.
The above only touch’s on all the information on the evening and many useful facts, tips, tricks and wisdom where openly shared between the panel and the audience, giving an insightful and somewhat appetising hunger for the next LFN event.