What is one skill that any fashion and beauty publicist should develop? Anticipation.

(OK – that could mean a lot of things! Anticipating press coverage that you’re SO hopeful will land shortly? Yes!) But here, I’m referring to anticipating the needs of others – particularly clients and media. This is a crucial skill all PR teams should master.

In beauty and fashion PR, we are partners to our clients and want to ensure that they feel heard and taken care of. At our beauty and fashion PR agency VLIV Communications, we do this by anticipating their needs and meeting them before they ask.

How do fashion and beauty PR agency teams develop this skill?

Why A Fashion and Beauty Publicist Should Learn to Anticipate and Think Ahead

What exactly does this look like? Essentially, it’s being incredibly forward-thinking and proactive.

A good beauty publicist comes prepared. When working with clients, a strong beauty PR team should bring solutions to potential problems. We love to be resourceful and catch possible missteps before they happen. A good fashion or beauty publicist also researches something before bombarding clients with time-consuming questions. We know how BUSY they are, and we don’t want to add to that! Also, we work proactively to answer any questions clients may have – before they even ask them.

With the media, we try to anticipate their needs just as much. We prepare story hooks and ensure pitches include any necessary details editors may ask or need for their stories. Our beauty PR agency team also offers up things like images, samples, and interviews. We don’t want editors to think “Why would my audience care?” We present compelling angles that we think will resonate with their audiences.

Proactivity and thinking ahead are crucial PR skills that any talented publicist should have. When combined, magic (and powerful placements!) can happen!