Episode #64: Leverage TikTok Trends with Frances Solá-Santiago (Refinery 29)
“I can always tell when someone is just repeating lingo like “coastal cowgirl” or any core trend from TikTok, or if it’s something they’re actually familiar with. […] I also appreciate when publicists can talk about TikTok [trends] in the macro sense and understand that its not about pitching, “This is happening on TikTok, please report on it.””
-Frances Solá-Santiago, on the art of leveraging a TikTok trend for PR purposes
In this episode, dive into a story of a digital fashion journalist who moved forward with a piece, despite pushback from the subjects’ corporate communications department. From it, you’ll learn how smaller brands can step up to the plate and provide value to a digital journalist in the age of TikTok, competing with corporations for coverage in a top fashion outlet.
In this episode, you'll learn…
How the economy, pop culture, and social media all play roles in online fashion reporting
Why data may be just as powerful as a product sample for some fashion reporters
How brand previews and other aspects of the fashion reporting industry work
Our guest is:
Frances Solá-Santiago, a journalist from Puerto Rico, works as a fashion writer at Refinery29. She also writes for publications like The New York Times, The Cut, Rolling Stone, NPR, Numéro, Glamour, Remezcla, and Bustle, covering fashion, beauty, music, and culture.
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Show Notes:
:00– Jackie points out something interesting about this episode.
:53– Jackie introduces the guest.
1:47– Jackie asks Frances to talk about her article.
3:58– Britt asks Frances to explain what kind of pushback she received from Costco’s corporate communications team.
6:10– Britt asks Frances what corporate reports were helpful in her research.
8:42– Britt mentions that a lot of journalists have trouble finding contact information with smaller brands. Frances notices this with smaller brands as well and goes into detail about this.
10:12– Britt asks how she conducts outreach to social media influencers.
14:20– Britt asks Frances if it’s important for someone in fashion PR to be on TikTok.
16:34– Jackie asks Frances to go into detail about what she means by the “macro” level of TikTok trends.
18:50– Britt gives an example of how a publicist could provide more value to a fashion reporter.
20:45– Jackie asks Frances how her product roundups work in relation to R29’s shopping team.
22:43– Britt asks Frances how brand previews work.
28:10– Britt asks Frances how Sofia is awesome.
30:22– Shoutout time! Frances gives shoutouts to: House Of, LaForce, JBC, Sofia Bib PR, Small Girls PR, Factory PR, Patrick McGregor, and Tenique Bernard.
Things we talked about:
Connect with Frances Solá-Santiago
Connect with Jackie & Britt
