Recently, I had the chance to chat a bit with Jessica McCafferty, Senior Vice-President of Janice McCafferty Communications, about some of the glorious aspects of PR, her enthusiasm for social media, and her passion for her clients’ products.
(left to right) Piers Morgan, Jessica McCafferty (top), Richard Zucckero (top), Janice McCafferty (top), Sharon Osbourne, Gabriela Zucckero (top), Renee Zucckero (top) and Howie Mandel
Q. Can you describe the most important aspect of public relations?
McCafferty: PR is truly about building relationships and maintaining these connections through honesty and a mutual respect. Above all, just the simple act of being kind is a top priority for us. It amazes me how the majority of publicists often have a reputation for being abrupt and rude. We take pride in the fact we treat all writers, clients, and bloggers with the same level of admiration.
Q. What is the most difficult part of your job?
McCafferty: We are blessed to work with such amazing brands in the beauty world. Since CEO and Founder Janice McCafferty is a licensed cosmetologist even spending time in product development and testing labs, we do not just represent every line that comes our way. Janice’s experience allows us to thoroughly test all lines, looking closely at ingredients and technology. In return, this choice to work with some of the best beauty products today makes our job so much easier. Any brand we send out we just know the writer will say “Wow!”. This also transforms us into a “go to” agency since writers know we will always send only the best their way.
Q. How do you choose the bloggers to whom you pitch your clients’ products? In other words, what qualities do you look for in a blog/blogger?
McCafferty: When it comes to this, research is our best friend! I am always Googling to find lists of the top beauty blogs on the internet. I also use several professional services to show us blog popularity rankings online. Since we mainly work with hair care brands, I love when bloggers post their own photos, especially before and after shots. Any blog can copy and paste from our press releases, but I love when a writer goes the extra mile with personal anecdotes and photos. Their excitement about our clients makes my day!
Q. What are the benefits of working with bloggers as opposed to other media outlets? Do you expect different things from bloggers than from magazine editors?
McCafferty: I absolutely adore all of the beauty bloggers we have the pleasure of working with! With the changing economy, women are now seeking more and more information online. Blogs offer a free, interactive way for women to find new product suggestions. This rising popularity of online beauty blogs is also being noticed by the top magazines. I love flipping through the pages of New Beauty or Allure and seeing my favorite bloggers as guest columnists. This alone shows you their true professionalism and undeniable journalistic merit.
Q. What happens when a blogger gives one of your clients a negative review? Does this affect your relationship with the blogger?
McCafferty: Luckily, I can barely count on one hand the number of negative reviews our clients have received in the past few years. However, if this does occur and a writer does not care for a particular product, this definitely will not change our relationship. I appreciate their honesty and ability to test products due to the countless submissions they receive on a daily basis. These expert suggestions and opinions will only make the product better in the future.
Q. According to the new FTC ruling, bloggers must disclose whether the company whose products they are reviewing has compensated them in any way. Do you anticipate that this ruling will affect the way PR companies work with new media?
McCafferty: Again, I believe this new ruling relates back to the quality of the product. Whether this means a new shampoo or the launch of a fragrance, samples will always be provided to the writer from a PR professional. However, this now makes this ruling even more important for all online writers to make honesty their top priority. If anything this will affect readers of the blog more since they could start questioning the accuracy of a review and see this as a new twist on advertising. But, in terms of our agency, this ruling has had little influence on our day to day activities. We believe in our brands and the high quality beauty they bring.
About Janice McCafferty Communications: JMC is a full service public relations firm for beauty, fashion, and entertainment clients with Ken Paves Styling Tools, White Sands, Ed Hardy Styling Tools, David Babaii for WildAid, Kim Kimble Professional Haircare, Kimble Haircare, IT&LY Hairfashion, and H2pro comprising our current roster of beauty brands.
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