Charlie Gowans-Eglinton shares her insights with Fashion PR's

News

In the hot seat:


  • Charlie Gowans Eglinton
    Senior Fashion Editor at The Telegraph



Charlie's Focus:


  • Follows seasons when planning stories
    • Often works reactively
  • Email is the best way to contact as usually on a deadline
    • Happy to receive follow up emails a couple of days later
  • Charlie meets PRs twice a month (average) and the best time to meet is breakfast
    • Likes PRs to go to her
  • Office hours are 10-6
  • The paper is put together on Tuesday ready for Wednesday print
  • News conference: 8:30, 10:30 and 4:00
    • Reactive through the day to things that come in


    The Telegraph:


    • The best way to secure coverage is to identify a hook
      • Statistics help, eg 60% spike in…
    • The Telegraph rarely will feature just one brand in a story
    • The Telegraph podcast tends to focus on broad topics – women working in fashion always tend to be successful
    • They ensure that fashion they include in the paper is accessible and save the luxury high end items for Telegraph Luxury
    • The fashion team all sits together
    • The paper is put together on Tuesday ready for Wednesday print
    • Main fashion competitors are FT, The Times, Style, Grazia
    • The Telegraph don’t favour British brands, but they champion them


    Top Tips:


    • Ensure that when sending press releases you include a narrative about the brand
    • Look book imagery style pictures are successful for print
      • The Telegraph only print images of healthy-looking girls that are an appropriate age
    • Never ask for a favour and do not bribe!
    • Better to send emails to individuals within the team opposed to the group email
    • Exclusives are important
      • The Telegraph doesn’t tend to run coverage after it has been featured elsewhere
    • Spring summer is when Travel and Fashion cross over so be mindful of this when pitching
    • If you have a great product just send a couple of images and bullet points


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