We live in a world where likes and followers on social media are the new form of currency, validating a person or a brand’s worth sometimes in a dubious context where performance and ego don’t always mix well. But, on the other hand, one thing is clear: we all want to be talked about. So how do you make your mark with the sparkle of 18 carat?
Fashion Beauty Runway spoke with Felipe Del Pozo, one of Quebec’s best-known media relations experts in fashion, design and cultural events for the last 30 years to share his expertise and a few easy-to-implement tips!
Fashion Beauty Runway Felipe, your brand is you, your personality, and your look… How did you manage to make a name for yourself in an industry where it’s notoriously difficult to break through?
Felipe Del Pozo I started out at the age of 19, as a PR assistant in the music industry with Traffic Records. I was extremely lucky to work with artists like Daniel Lavoie, Luc De La Rochellière, François Pérusse and even the French band Niagara. I learned everything from the ground up and, over the years, I’ve built up a network of contacts and a way of promoting the clients I represent, while remaining true to myself and my style.
I love my tattoos, my leather jacket, and my rock ‘n roll style. I’m authentic and I think clients respect that, because they know that I’m totally transparent about who I am. They like the rebel in me!
FBR Do you consider yourself a content creator?
FPD No. What I do is to offer platforms to share moments. On my own social media channels, I showcase selected moments of my work. And I’m always true to myself. I never pretend to be someone I’m not. You have to show your own personality, to be pure, and that’s what people remember.
FBR Tell us a little about your work. What’s it like to host an event for you?
FDP People think PR is just glam; that all we do is take selfies and have drinks. But when I’m working an event, it’s a little bit more complex than that.
For me, it’s super important to welcome each guest and make them feel special. And I can’t stress this enough: everyone is important! If someone is invited, it’s because they deserve to be there. Ethics are super important. I look each person in the eye. I thank them for being there.
FBR Right now, there’s a lot of talk about the power of social media to have clout, but what about other, more mainstream media?
FDP In the late ’90s and early ’00s, fashion in Montreal was booming. There were a lot of fashion shows being produced; television shows that were solely devoted to fashion (I’m thinking of Fashion File on CBC Newsworld) and there were also many magazines to promote them. Everything that was ‘fashion’ had a social angle to it and also an educational component. But whatever the platform, the most important thing is always to tell a story.
Anything local is super important. People like to know what’s happening where they live. I’m thinking, for example, of Domrebel, an artists’ collective in St-Henri (in Montreal) that has been around since the early 2000s, creating not only clothing, but also textiles, patterns, paintings and sculpture. It’s a success story that exists without any subsidies, and their jeans are even worn by rock stars like Machine Gun Kelly. All because there’s a unique story behind the brand.
FBR Your top 5 tips for producing a successful event are…
FPD
1- Pre-production is super important. I always meet clients in person, and I make sure to interview them thoroughly so I can get to know them, manage their expectations, and coach them at the same time. I don’t like working like a notary or lawyer, so I never charge by the hour. For me the most important thing is to team up with the people I work with. The person can call me (almost!) at any time. In production, you never count your hours.
2- Your media list is super important! I’m constantly updating mine by researching and adapting, depending on the job. In fact, I create a media list for each client because every event is different. I have to be constantly up to date, and know who’s doing what.
3- To have a successful event, you need to mix your crowd. You need celebrities, mainstream media, influencers, people who are just starting out… It creates a synergy and a different vibe every time.
4- You need to know your strengths and weaknesses. Working alone has allowed me to broaden my horizons. And honesty is very important in this business. I never make promises I’m not sure I can deliver.
5- Be happy when you welcome your guests! Authentic presence is the most important thing. Everybody is sensitive to that.
Credit: Featured Image by Avril Franco, Photographe
