How to Build Relationships With Fashion and Beauty Publicists as a Freelancer

I'll never forget what it felt to check my emails on my first day as a freelancer. My previous in-house email address had given me the armor of association with a legitimate publication — in comparison, my personal Gmail address felt like a downgrade. All I'd done to notify others of a change in contact information was throw up a quick post on Instagram. Would everyone stop pitching me?

As soon as I opened my inbox, my worries were resolved: As usual, it was overflowing with pitches from the exact same publicists that had been reaching out for years. The relationships I'd built had followed me to my new freelance era, and I felt a swell of pride in my ability to foster solid relationships in such a volatile industry.

The bond between writers and publicists is meant to be somewhat reciprocal: Publicists provide information about the brands they represent (company information, details on launches, experts that can be tapped as sources) that can help shape or supplement a writer's stories; in return, they might get coverage that they can bring back to show their clients. That said, these relationships aren't (or shouldn't be) built on favors or scratching each other's backs, and there are no guarantees. (Unlike writers in full-time roles, freelancers don't always have control over what gets published, or when. Whether they're handed assignments by their editors or pitching their own point of view, they get little say in a site's editorial calendar.) But an open line of communication between publicists and the writers they pitch can be mutually beneficial.

So, what's a freelancer to do to show publicists they're listening? And, furthermore, how's someone just starting out meant to build those connections in the first place, without a bevy of bylines to get them on a public relation firm's radar? Let's ask the experts themselves.

What Publicists Think About Working With Freelance Writers

"Freelancers are an integral part of the media landscape," says Henry Kessler, vice president at Agentry PR. "At the agency, we love working with freelancers as we're able to develop relationships with them and see results in varied publications. It's a symbiotic relationship, as they can easily come to their PR contacts for the needed information for their stories."

Lindsey Media's Lindsey Solomon works with many notable clients, including Collina Strada, Dauphinette and Wiederhoeft. He's the sort of publicist every new freelancer would rejoice to see in their inbox. And according to him, coverage isn't the only way to turn a publicist's head.

"Yes, I'd like to see a story from time to time — but I think the stronger freelance relationships that I have are the ones where they take the time to educate themselves on what I'm working on," he says. "I'm here to support the freelancer and help them grow in their career."

Tenique Bernard, founder of her eponymous public relations agency, argues that building relationships isn't about getting immediate coverage for her client. (Her roster includes Brandon Maxwell and the Black in Fashion Council.) Rather, it's about laying the foundation for years of working side by side.

"Ultimately, this business is so rooted in our relationships, so it's a good idea for both sides to get to know each other," she says. "Publicists move around a bit, and freelancers might start working for a new outlet that's relevant to your client. It's good to keep the lines of communication open."

With this in mind, Bernard's firm always pitches freelancers just as consistently as on-staff writers, while understanding that coverage may not be as frequent.

"There are some freelancers that I work with consistently and stay on top of the stories they cover. I try to tailor my pitches to fit their specific beat," she says. "I don't consider them differently when it comes to events or interviews; I try to be mindful and offer them opportunities that make sense."

How to Get in Touch

For new freelancers looking to connect, especially those who might not have a ton of bylines yet, Bernard encourages them to make the first move. However, you'll want to do so professionally — with an email, not a casual DM.

"No byline, no problem," Bernard insists. "I always try to give everyone a fair shot, so it would depend on what they're looking to cover and the outlet."

Kessler agrees: "I'm always excited to get an email from a writer breaking out onto the scene."

As far as what to include in that first e-mail, he suggests noting "any past experience and who you're currently working with, even if it's one publication." A publicist's inbox can be overwhelming (just like an editor's) — that's why Kessler appreciates concise, informative communication when someone reaches out. (Also, be specific if you need something, he says: "Be direct in your request. If the story's on submission and not confirmed, call it out from the initial request.")

Here's an example of what that introductory email might look like:

Freelancer Green Flags Publicists Actually Notice

"Honestly, the nicest thing is getting an email from someone just wanting to say hello and introduce themselves! I love when freelancers reach out to catch up, either virtually or over a coffee," Kessler says. "It's great to hear what they're working on and allows me to share some agency news as well."

Solomon notes that regular check-ins, a knowledge of his client roster and attendance at press days are easy ways for freelancers who can't offer immediate coverage to show support.

"More than anything, I'm looking for not a ton of bylines, but one or two recently where I can say, 'Okay, they're clearly going in a positive direction,'" he says. "I may not seat them in the best seat [at a fashion show], or I may not push them to do anything, but I try to be as inclusive as possible."

His biggest red flag? Folks who reach out only wanting to attend the "fun" stuff — like the lavish parties and his fashion week shows — and cover only his biggest clients. "There are so many other brands that need love and support," he says. "I don't need you to, after six months of circling the aquarium for a bit, to focus in on the big fish. There are so many little fish that need to be attended to."

Somewhat infamously, Solomon's email was leaked online by TikTokers who claimed to be "helping" other non-industry folks gain access to fashion events. It's standard for industry professionals — on staff or freelance — to reach out and request invitations. With his contact information out there, he was flooded with more inquiries than normal. But Solomon found it easy to spot the emails from people who just wanted to attend for optics.

In another instance, an influencer with "a million followers [but] no engagement" reached out multiple times, but "not at any point in any of the emails has she pitched herself," he shares. "She's given me no reason [to invite her]. She's just been like, 'Add me to your list.' I don’t know you from a hole in the wall. I'd rather have less attendance, but have every single guest be legitimate."

When a Story's Complete, Don't Ghost

"It's nice when freelancers share their work with me, especially if my client is included," says Bernard. "It feels like an extra step, but it helps me remember the next time I think about pitching something for that client."

In the end, publicists want to ensure their clients get coverage, and building relationships with writers across the board gives them the best possible chance of doing so. With this in mind, don't hesitate to reach out — you might just end up meeting someone that changes the trajectory of your career.

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