Vogue editor Alexandra Shulman gave a group of PR executives an
inside track on how to get coverage in the fashion bible last week.
Shulman, who has edited the title for six years, was speaking at a PRCA
breakfast meeting in London.
She told delegates that although the magazine uses PR input to remain
’the most glamorous on the newsstands’, there are dos and don’ts.
Vogue, with a monthly circulation of around 200,000, is fending off
challenges from magazines such as Tatler, Harpers and Queen and Red. Top
of the list of dos is to actually read the magazine, before making
contact with the right section editor, plus only suggest relevant
content and resist sending in unsolicited material.
On the other hand, don’t promise what you can’t deliver, avoid upsetting
assistants - you never know where they’ll end up - and don’t insist on
taking journalists to lunch. ’We don’t always need to be fed and
entertained,’ says Shulman.
Absolutely. I personally draw the line at five lunches a week.