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How to pitch to sustainability journalist with Ginnie Chadwyck-Healey, Founder of VCH Style
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When starting a business, founders have the opportunity to start with a clean slate as well as start as they mean to go on. So the aim of this season is to share as much as we can on how businesses can start with ethical practice at their core.
We’re all aware of how certain industries do a lot of damage. For example, fashion is responsible for 10% of global man-made greenhouse gas emissions [BBC], however the second any business owners turn on a light, they have a responsibility to the planet.
In this episode, I speak with Ginnie Chadwyck-Healy, founder of VCH Style. Ginnie is an environmentally conscious stylist and fashion writer, who champions considered consumption and a more mindful approach to purchasing products. The former Retail Editor of Vogue, now a contributor to The Telegraph and Grazia, Ginnie became self-employed to help guide her clients in purchasing fewer, higher-quality items and share her philosophy of shopping sustainably.
Given brands and businesses are all keen to secure editorial press coverage, I was keen to speak to Ginnie about how we can pitch to her with information that she really wants to hear about, how to avoid greenwashing and some simple do’s and don’ts when it comes to sustainable PR messaging.
Ginnie’s advice:
- Leaders need to look at the salary split to ensure change
- Businesses that promote buy-back schemes and/or recycling of products are doing the right thing
- Transparency in all aspects of the company is vital; CEOs need a thorough knowledge of the whole production chain
- When pitching with a sustainable message don’t do it via Instagram DM, write an email
- Pitch emails need to be short
- Tailor your pitch - and get their name right!
- A sustained charity link-up can be impressive
- Start as you mean to go on
- Avoid too much gifting; it’s expensive and usually wasteful
- If you do gift, avoid extravagant packaging
- Avoid glossy press releases on expensive paper
- Have a business coach or mentor to offload onto
- Structure your week (eg back-to-back meetings days, desk day)
If you'd like to contact Ginnie you can reach her via https://www.vchstyle.com/contact
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Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.
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