Social PR Secrets Interview:

 

We grabbed our favorite red lipstick and sat down with Aliza Licht today to discuss her top Social PR Secrets and how she used Twitter to make her PR fashion statement. We delved into the knowledge she gained through her career from launching the DKNY PR Girl persona to where she is today. Her focus on the intersection of fashion, digital marketing and social media has been the cornerstone for her success and we were dying to learn just how she does it all!  

For almost seventeen years, Aliza has focused on the creation of the global brand strategy for Donna Karan and DKNY.  As the anonymous Twitter personality DKNY PR GIRL, she amassed more than 1.5 million followers across all social media platforms (I know, we are jealous too!). Don’t go searching for the popular handle though, it’s all been deleted. When Aliza stepped down from her position as the Senior Vice President of Global Communications, the Twitter account was changed to DKNY. The PR girl secrets didn’t end there, she went on to write Leave Your Mark, a book that gives you tips on how to land your dream job, kill it in your career, and rock social media.

“ If change doesn’t hurt a little, it’s not change. You have to go beyond where you’re comfortable, or you’re not progressing.” Aliza Licht

How To Be Fashionably “IN” On Social Media

Aliza got a jump start on social media before it took off, but that doesn’t mean you can’t reach her level of success. Before you run out there making your own anonymous accounts, check out these tips and tricks from Aliza on you can put your best self forward with social.

Algorithms Abroad: In the beginning, social media was like the wild west. Brands were able to grow organically and deliver powerful, authentic content while doing so without worrying too much about pandering to algorithms. Nowadays, however, it is necessary to do so.
Strategize: Aside from the rare viral post, most content needs to be created within the framework of a strategy that takes into account current algorithms for social media and the platform’s strategy (i.e the thing about IG phasing out focus of the “last 9”).
Build better brands, not bigger brands: Current strategies stress focus on specific platforms to avoid user fatigue from being overloaded by options. This allows for a more specific, focused message, and avoids sending mixed signals on different platforms or causing your message to be confused. It’s better to be an ace on one social than a master of none.
Tools: Use tools that allow you to track engagement and tailor your content to your audience in ways that will capture their attention and call them to positive actions.
Voice: One of the most important skills a social media professional can utilize is the ability to capture a voice and maintain a consistent message. Practice and perfect this in your own social media presence, because where do you think prospective clients and employers will look first to see your skills?

So what if you’ve never worked in social media, but want to make a career shift? Aliza has you covered on that too.

#SocialPRSecrets… Having a portfolio of your work, real or not, is important.

I once interviewed this girl, she was a graphic design candidate, she came in to show me her portfolio and she had worked for Tiffany and Co. and Benefit and this amazing creative. Then she told me that she had never worked with those brands, she just wanted a portfolio when interviewing with a brand to showcase potentiality and skill sets using iconic brand imagery, logos, different variations of logos.