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

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

Roxhill

Our database provides you with the right tools for the job. We offer you unique innovations, on top of all the expected services of traditional media databases. If you want to be better prepared and informed with real PR intelligence sign up for a free trial today.