Image courtesy of Zlata Faerman
As a publicist at Levatas and as a blogger and contributing writer covering fashion, beauty and pop culture, Zlata Faerman is in a unique position. She can at once review beauty products and write about the industry she loves, while at the same time working with clients to get their products promoted. Read ahead to learn how she balances the two roles, as well as her take on summer beauty trends and the strangest pitch she’s received!
Q: You are obviously into fashion and beauty, among other interests. Tell us a little bit about your background!
A: I’m in an interesting position, actually. As a full-time publicist, I’m sending out pitches and as a contributing writer to different outlets, I’m receiving them. It’s fun to check out all the different pitching techniques people have!
Q: What inspired you to start blogging and writing?
A: I always had out-of-the-box ideas and thoughts, and I randomly synced it up with my name to come up with a little brand for myself – Zlata Thoughts. I started a blog, I Have Zlata Thoughts, in 2008, where I shared my thoughts on dating, life, products, and recapped reality shows and the day’s funniest Facebook status updates. I started getting a following and requests for writing for other outlets just came in. My first gig is in HUGE thanks to Aly Walansky. She recommended me for LovingYou.com. I’ll always be grateful to her for that.
Q: What’s your favorite fashion and/or beauty trend right now?
A: I love the summertime because you can be really light and playful with your makeup routine. There’s no need for heavy eyeshadow coupled with thick eyeliner. It’s all about the all-natural, sun-kissed look!
Q: What is one of more exciting parts of your career?
A: Reviewing products! Even before I officially reviewed products, I always unofficially reviewed them. It’s embarrassing to admit just how many beauty products I own! I can never get enough. I love recommending the best ones to friends and family – it makes me feel like some really important expert, passing along seriously vital information. insert sarcasm here!
Q: What about the most challenging?
A: Patience really is a virtue. As a publicist, I understand the importance of following up with media to get a run date. That’s why I’m really good at linking publicists with the story about their client once it’s live. It’s really frustrating when they follow up every week and don’t believe me when I say, “I promise I will link you when it’s up!”
Q: Where do you get ideas for your blog or your articles on other sites such as HauteLiving.com and SheKnows.com?
A: I read a lot. If something strikes my fancy, I’ll think, “I want to write something similar…but with a twist!” so I’ll pitch the story to my editors. I like to pull things from my personal life as well.
Q: What are you PR pet peeves, or what is the strangest pitch you’ve received?
A: Ha! I think I made it clear what my pet peeve is….follow up once: got it. Follow up twice: ok – chill out. Follow up three times, after I told you I’d link you: Grrr!!!! Strangest pitch? For a gift guide, I was pitched the “ultimate gift” – a spot in heaven for your loved one. I mean, what?! I obviously didn’t include it in my gift guide (because I wanted to keep my job) but here I am talking about it.
Q: Any tips for PR professionals who want to get in contact with you?
A: I can always figure out a hook into any story I’m working on – I’m good like that. No pitch is off the table – I seriously read/consider every pitch I receive!
Find Zlata on Twitter, Facebook, Instagram, Pinterest and on her blog, I Have Zlata Thoughts.
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