Blogger Spotlight: Claire Etchell, NAKED PR GIRL

Claire Etchell, the author behind NakedPRGirl created the blog as a place for her to muse over society and the ‘juxtapositions between the real and online fashion world’, providing honest and “naked” observations. As a seasoned PR professional with an interest in fashion, lifestyle, social media and ecommerce, Claire uses her blog to share interviews with inspirational fashion and PR influencers, and expert advice on how to speak to influencers, as well as fashion and industry related news. In this spotlight, Claire, who recently featured on our Top 10 UK PR Blogs by Women, chats to us about why she started blogging, why she loves working in PR, what challenges are facing the industry, and shares what’s next for her.

Can you introduce yourself and speak a little about your professional background? In true gameshow style; I’m Claire a London-based PR Consultant and I have a blog called NakedPRGirl which aims to demystify the marketing industry. I’ve been freelance for two years now working with fantastic fashion, food and lifestyle brands including DONNA IDA, Zakti Activewear, Fashercise and Zouk Restaurant. I started my career in shoes (a PR dream come true!) where life is all about size 4 and size 7 samples and quite often you’d somehow find yourself with two random left feet no matter how hard you tried! From there I spent 3 years as Senior PR Manager at global nursery super brand  Mamas & Papas looking after clothing and celebrity clients (I’m a trusted VIP-baby secret keeper) before joining The Ultimate Denim Destination DONNA IDA to work with the most hard-working and inspirational woman in fashion; Donna Ida Thornton.

How did you get into blogging? I have always loved writing. I have a degree in English from The University of Leicester and used to be the Features Editor of the university newspaper, The Ripple, those were the days! I wrote a column loosely based on Bridget Jones’ Diary called Bridget Moans – Alcohol Units – 1 million (mainly Snakebite & Black) – that kind of thing! I didn’t set out to do a PR blog though, but I have a very creative friend called Kate Gorbunova who went through the brainstorming process with me and gently shoved me into it by designing me a logo and helping me build a website. Everyone needs a Kate! I’ve really enjoyed having a space to write and to interview people who inspire me.

What do you most like about working in PR? What are the challenges? I love, love, love working in PR. I love working with brands and finding the best way to tell their story. I love working with press and influencers to get the best results for both parties so that everyone achieves their aims. I could go on all day! The challenges are digital. There are a lot of people who do not understand digital and if you don’t understand digital, it can leave you exposed and confused. I’m very lucky to have met Xaver Matt of Netleadz who gave me a digital crash course which was a turning point in my career. I would recommend that everyone; brands, PR’s, freelance, entrepreneurs, get to know it because it isn’t going anywhere! For old-school PRs, David Meerman Scott’s New Rules of PR & Marketing was well written gentle introduction.

Why should people read your blog? What makes your blog different from other PR blogs? Because I love PR but I can see the funny side of it. I try to make it as lighthearted as possible with my PR Dictionary where I explain terms with a side of humour (e.g. – how we’ve got away with rebranding ‘healthy eating’ to ‘clean eating I’ll never know’). I find that we can be very fluffy and I prefer to cut to the chase and be concise. If you work with me, I’ll always be honest with you. If you’re not ready for a PR or you need to work on your image or you need loads of money to get where you’re aiming, I’ll tell you. That’s what my blog is about explaining that it is thought out and is strategic. For example, recently I worked with a blogger called LornaLuxe who has over 400k followers on Instagram, and she tells me how she did it (hint – involves hard work) but I like to think I just ask the questions others might not.

Even statistics show that women make up the majority of the PR industry, there are still inequalities that face women such as the gender pay gap. What are your thoughts on this? I’ve always worked in all female teams with super strong leaders like Jennie Bianco (now head of marketing at Mountain Warehouse), Helen McCarthy (now marketing director at Zouk Restaurant) at Mamas & Papas and founder of DONNA IDA, Donna Ida Thornton, so it isn’t something I have first-hand experience with. I’m really sad to see we are still talking about this issue though. Going freelance has enabled me to be the master of my own destiny and have control over my own value.

Aside from the gender pay gap and diversity in PR, what other challenges are currently facing the industry in 2017? I think as an industry we have to keep trying to ‘PR’ PR. It is sometimes a bit wishy washy and airy fairy but suffice to say we are not (often) hanging out drinking champagne and partying! The perception is that PR can be expensive and ineffective so with the rise of influencers and the decline of print media, PR’s will have to ensure ROI within the marketing mix. That might mean enhancing the overall brand value rather than direct cash in the till but I think we will still continue to fight hard to demonstrate our value. In general, marketing budgets will have to work hard and I think we’ll see an increase in PR using digital marketing as a steer.

What big trends do you think we will see this year in relation to PR? I think the future will be about brand building (and the present it also to be honest). It doesn’t matter if your business is fashion, food or b2b, you’ll need a very strong brand with a digital presence that produces engaging content for your customer. In PR terms, this can be very strategic and marketing content created can work across multiple platforms. For example, content produced last year for DONNA IDA by the in-house creative team for the website was published in Stella Magazine, YOU Magazine and Hello Fashion Monthly, proving that premium images and quality content can have more use than ‘just’ the website and more reach than ‘just’ social media. Content should be produced to support the brand and the business strategy which often Google Keyword research can drive.

What is the best way for PRs to demonstrate ROI in 2017? Well that’s the million-dollar question isn’t it? How do I do it? I look at coverage first and foremost – so old school! We can still evaluate print coverage through advertising value and circulation figures, plus sometimes human beings actually go to the trouble to mention they’ve seen it – an oldie but a goodie! I think I once read a magazine editor say that, no one has ever dreamt of being on the homepage of a website. That resonated with me because shelf appeal still exists.

Secondly, I look at digital. I’m looking for link backs, I’m looking for keyword usage, I’m looking for traffic and conversion – so tech. I’m happy as Larry in the backend of Google Analytics.

Thirdly, I assess social media. So many people are viewing social as the be all and end all. It is very important but your website/blog is more important as it exists independently of the success/failure of a social media platform like Twitter or Instagram. I look at likes, interaction, follows, click through and conversions. I also look at third party influencers and mentions because as Oscar Wilde says only one thing in the world worse than being talked about, not being talked about.

What do you think about PR software companies like Vuelio? I’ve been lucky enough to work for big companies with budgets big enough for snazzy software, and I’ve had to work without any databases/clippings agencies at all. They certainly make things easier and hold so much information that can help you shortcut right to the source plus they bring natural opportunities to your inbox. However, if you’re teeny tiny and just starting out, don’t be afraid of old-fashioned detective work. Eg – find the page or website you want to be on and genuinely think you can see your products on. See who writes it and give them a call or email. These days I often do a social media stalk to get a bit of an idea of what the journalist is like before I go in all guns blazing. I am not suggesting actual stalking though!

What’s next for you? Are you working on any exciting new projects? I’ve been working with Jean Queen Donna Ida Thornton for six years now and last year was the 10th birthday. I’m still working with her now and so proud to see how much we have achieved and how far the brand has come! Zakti Activewear is shortly to be announcing a celebrity collaboration – which just seems like forever in the planning and I can’t wait to see it launch. I’m really excited for this year as we have lots coming up! I’m starting to look at representing influencers and (unsurprisingly) my working life is heading more digital. I would like to think I can keep educating people through NakedPRGirl so help them make informed strategic business decisions.