FREQUENTLY ASKED QUESTIONS ABOUT LOVEMARK PR MUNICH

FREQUENTLY ASKED QUESTIONS ABOUT LOVEMARK PR

Here we answer the questions brands ask us most often before a first meeting – on press relations, social media, influencer marketing, events, celebrity dressing and reporting. LOVEMARK PUBLIC RELATIONS is a PR, social media and media planning agency in Munich for international high-end brands in fashion, jewellery, beauty and lifestyle.

Last updated: October 2026

 

ABOUT THE AGENCY AND WORKING TOGETHER

What does a PR agency do?

A PR agency makes sure people talk about a brand – in editorial media, on social media and at events. It develops stories, maintains relationships with journalists, creators and celebrities, and creates occasions worth reporting on. Unlike advertising, editorial coverage is not bought but earned. That is precisely what makes it credible and so valuable for your brand.

 

What is the difference between PR, marketing and advertising?

Advertising is paid space: you control the content, placement and timing. PR works with editors, creators and opinion leaders who choose to talk about your brand – this builds trust, but cannot be scheduled like an advert. Marketing is the umbrella term for everything that helps your brand sell. We combine PR with social media, influencer partnerships and events so every channel tells the same story.

 

What sets LOVEMARK PR apart from other agencies?

LOVEMARK Public Relations GmbH was founded in 2018 by Astrid Saminejad, is owner-managed and is deliberately set up as a boutique agency. You have dedicated contacts, short decision paths and a team that knows your brand. We combine press relations, social media, influencer partnerships, events, press days and celebrity dressing under one roof – always with the brand experience at the centre. Our ambition: turning brands into Lovemarks.

 

Which brands and sectors does LOVEMARK PR work with?

We represent international beauty, fashion, jewellery and lifestyle brands as well as travel destinations, from premium to luxury – from houses with a long heritage to young labels establishing themselves in the German-speaking market. We are happy to share selected references in a personal conversation.

 

How does working together begin?

With a personal conversation. You tell us about your brand, your goals and your timeline; we share initial ideas and relevant references. You then receive a proposal with concrete measures and a transparent quote. Once approved, we start with a detailed briefing, get to know your products and contacts, and agree on measurable objectives together.

 

Do you work on retainers or on individual projects?

Both. Many clients work with us long term on a monthly retainer, which builds continuity with editors and on social media. We also take on individual projects such as a product launch, an event, a press day or an influencer campaign. We agree the term and scope individually, tailored to your objectives and budget.

 

How much does a PR and social media agency cost?

It depends on the scope: the number of topics and products, target media, social media channels, content production, influencer fees and events. Ongoing support is usually billed as a monthly retainer, projects at a fixed price. After a briefing you receive a transparent quote that lists agency fees separately from third-party costs such as creator fees, catering or production.

 

Who will be my contact at LOVEMARK PR?

Every brand has a dedicated core team with one responsible consultant as your direct contact. Depending on the project, specialists for events, influencer partnerships or celebrity dressing join in. The agency is led by its owner, Astrid Saminejad, who is also involved strategically. You never deal with an anonymous pool, but with people who know your brand.

 

PRESS RELATIONS

How does a brand get featured in magazines such as Vogue, Elle or Bunte?

Through relevant stories, high-quality materials and personal relationships. Editors look for news, personalities and background stories that suit their readers. We prepare your topics for each editorial team, pitch them at the right moment and provide samples and images with full photo credits. Nurturing editorial relationships over many years is what makes the difference.

 

Can you guarantee coverage?

No – and no reputable PR agency can. Editors decide independently what they cover, and that independence is exactly what makes editorial coverage so credible. What we do guarantee is that your stories are professionally prepared, placed with the right editors at the right time and followed up consistently. If you need guaranteed placements, advertorials or adverts are the right tool.

 

How soon will we see results?

That depends on the channel. Online media, celebrity magazines and creators often respond within days or weeks. Monthly magazines plan several months ahead, so results appear later there. For lasting visibility we recommend planning PR continuously for at least six months, giving relationships, topics and recognition time to build.

 

What do long lead and short lead mean?

Long-lead media are monthly magazines that plan their issues three to six months ahead – Christmas features, for example, are planned in summer. Short-lead media are daily newspapers, weekly magazines, online media and social media with short lead times. We plan your topics for both rhythms, so new products appear in monthly magazines on time and are visible online at launch.

 

When is a press release worthwhile?

When there is real news: product launches, new collections, store openings, partnerships, appointments or anniversaries. A press release alone rarely generates coverage – it is the core material we combine with personal outreach, imagery and samples. We write it in editorial style at 350 to 500 words and provide it with photos and full credits.

 

What is a sample service?

Editors and stylists need products for photo shoots, tests and recommendations. With our sample service we manage your press samples, send them out on request, track loans and returns, and follow up on whether the products were featured. This places your products in fashion shoots and beauty recommendations – a key lever for fashion, jewellery and beauty brands.

 

What is a press day?

A press day presents your new collection to editors, stylists, creators and VIPs – in our showroom or at a suitable venue. Guests see the products up close, talk to your team and reserve pieces for shoots. We handle the design, invitations, catering, photography, on-site hosting and the follow-up on sample requests.

 

SOCIAL MEDIA

Which social media channels do you manage?

We manage Instagram, TikTok, YouTube, LinkedIn and Facebook. Which channels make sense for your brand depends on your audience: beauty and fashion brands often reach younger shoppers on TikTok, while watch and jewellery brands focus more on Instagram and YouTube. Not every brand needs to be everywhere – fewer channels with high quality work better.

 

Do you also produce photos and videos?

Yes. We organise shoots, produce photo and video content for Reels, Stories and posts, and adapt your existing material for each platform. At events and press days we document everything with photography and video and post live. Every image carries a full photo credit, and we clarify usage rights in writing beforehand.

 

How often should a brand post on social media?

Consistency matters more than volume. For most brands we recommend two to four posts a week on Instagram plus Stories, and more frequent, shorter formats on TikTok. What counts is a clear editorial calendar with topics that suit your brand. We create it monthly and share it with you for approval in advance.

 

Do you handle community management?

Yes. We reply to comments and direct messages in your brand's tone of voice, moderate discussions and forward enquiries about products, partnerships or complaints to the right people. Through social listening we monitor what is being said about your brand and your market, and flag opportunities or critical developments early.

 

Do you run paid social advertising?

Yes. With paid social we extend the reach of strong content in a targeted way – on Instagram, Facebook and TikTok, tailored to your audiences and budget. It works particularly well with influencer content, which we run as adverts with the creators' consent. The media budget is listed separately from the agency fee.

 

INFLUENCER MARKETING

How do you find the right influencer for a brand?

Fit matters more than follower count. We assess a creator's aesthetic, tone and values, analyse their audience by age, gender and country, their engagement rate and previous brand partnerships. Our personal network across Germany, Austria and Switzerland complements the data analysis. You receive a curated shortlist with profiles, metrics and our reasoning, and you decide who we approach.

 

How can you spot fake followers?

Through anomalies in the data: sudden follower spikes, very low engagement relative to reach, generic comments, and many inactive or foreign accounts unrelated to the target audience. We check every creator with analytics tools and ask to see audience statistics directly from their account before any partnership. That way you only invest in genuine reach.

 

Micro or macro influencers – which is better?

Both have their strengths. Micro influencers with smaller, highly loyal communities often achieve higher engagement and come across as particularly credible. Macro influencers and celebrities bring wide reach and attention for launches. For most campaigns we recommend a mix: a few well-known faces for visibility and many well-matched creators for closeness and trust.

 

What is influencer seeding?

With seeding, we send your product with a personal note to selected creators – with no fee and no obligation to post. Those who like the product share it voluntarily. This creates authentic mentions and broad visibility at launch. Appealing packaging, a personal card and the right timing determine how many creators end up sharing the product.

 

Paid partnership or free seeding – which works for what?

Seeding is ideal for broad, authentic mentions and is cost-efficient, but not predictable. Paid partnerships secure agreed content, dates, formats and usage rights – ideal for key messages at launch. We usually combine both: seeding for reach and credibility, and selected paid partnerships for guaranteed content exactly when your product reaches the shops.

 

How much does an influencer partnership cost?

Fees depend on reach, engagement, format and scope – a set of Stories costs less than a Reel with usage rights for your own channels and adverts. Exclusivity and duration also play a role. We negotiate the terms for you, check value for money and list creator fees separately from the agency fee in our quote.

 

Do influencer posts have to be labelled as advertising?

Yes, as soon as there is something in return – a fee, free products or an invitation. Posts must then be clearly marked as advertising. We brief every creator on labelling in writing, check posts before and after publication, and follow the guidelines of the German media authorities. If in doubt, we recommend a legal review.

 

Who owns the rights to influencer content?

In principle, the creators. If you want to use content on your own channels, your website or in adverts, you need a written agreement on usage rights covering medium, duration and territory. We settle this during negotiations, so you can use the content later without further requests. Extended rights are reflected in the fee.

 

How does an influencer campaign work?

After the briefing we define objectives and concept and present a shortlist of suitable creators. Once you approve, we approach them, negotiate and put everything in writing. Seeding or content production follows, then your approval of the content, publication with correct labelling and, finally, a report with metrics, the best-performing content and recommendations.

 

Do you build long-term partnerships with influencers?

Yes, and we recommend it. A creator who accompanies a brand over months is more credible than one-off posts. Long-term partnerships range from brand ambassadors and recurring collaborations to joint collections. We nurture these relationships personally and regularly invite creators to events.

 

PRODUCT LAUNCHES AND MARKET ENTRY

How does a product launch with PR and influencers work?

A launch starts months ahead: we brief monthly magazines early, prepare press materials and samples, and plan seeding and partnerships. Shortly before the sales start, online media, creator content and often a launch event with press and influencers follow. Afterwards, social media and follow-ups keep attention high. Your brand appears exactly when customers can buy.

 

How much lead time does a launch need?

Three to six months is ideal for monthly magazines, four to eight weeks for seeding and creator partnerships, and eight to twelve weeks for a launch event. Shorter lead times are possible but limit print placements and the availability of sought-after creators and venues. The earlier you involve us, the more room there is for ideas.

 

Do you support international brands entering Germany?

Yes. We help international brands enter Germany, Austria and Switzerland – with market analysis, localised press materials, relationships with editors and creators, and launch events. One example is the first influencer and press event of the Australian brand Lanolips in Munich. We report to your international headquarters in British English.

 

EVENTS AND GUEST MANAGEMENT

What kind of events does LOVEMARK PR organise?

We organise store openings, launch events, VIP dinners, influencer and press events, press days, pop-ups, roadshows and anniversaries – from an intimate dinner for 20 guests to events for up to 2,000. This includes concept, venue, design, catering, technical production, guest management and on-site hosting. You can find impressions of past events in our gallery.

 

How much lead time does an event need?

For an event with 50 to 150 guests we recommend eight to twelve weeks, and considerably more for larger formats or peak dates such as Oktoberfest. In that time the concept, venue, suppliers and invitations are finalised. Shorter lead times are possible but limit the choice of venues and the availability of sought-after guests.

 

How much does an event cost?

Costs depend on guest numbers, venue, catering, design, technical production, programme and photography. A dinner for 20 guests is priced differently from a store opening with several hundred guests. After the briefing you receive a concept with a transparent cost breakdown that lists agency fees separately from third-party costs, so you always keep track.

 

What does guest management include?

Guest management covers compiling the guest list with you, sending invitations, following up on RSVPs, liaising with the management of celebrities and influencers, arranging transfers and hotels where needed, and welcoming and looking after guests on the night. After the event we document who attended and which content and coverage resulted.

 

How does an event become visible in the press and on social media?

By thinking about media and creators from the start. We invite the right journalists and influencers, design shareable moments, cover the evening with photography and live posting, and send images with credits and a press release afterwards. This results in coverage in celebrity and lifestyle media and posts on Instagram and TikTok with a lasting effect.

 

CELEBRITY DRESSING

What is celebrity dressing?

With celebrity dressing, celebrities, influencers or VIPs wear your fashion, jewellery or accessories at premieres, award shows, TV appearances or events. Photos of these appearances appear in celebrity media and on social media, linking your brand with well-known faces. We coordinate the selection, requests to managers and stylists, fittings, loans and the use of the images.

 

Do celebrities have to be paid to wear a brand?

Not always. Many placements come about through loans when a look suits the occasion and the person's style. For fixed partnerships, campaigns or ambassador contracts, fees are customary. We advise you on which approach suits your objectives and make sure paid partnerships are correctly labelled on social media.

 

TRACKING, REPORTING AND MEASURING SUCCESS

How do you measure the success of PR?

Before we start, we agree on objectives and target media with you. We then document every piece of coverage with medium, date, reach, sentiment and image share, and check whether your key messages came across. Quality matters more than quantity: one feature in the right magazine has more impact than many mentions in media your audience does not read.

 

How do you measure the success of an influencer campaign?

We record all posts, Stories and mentions and analyse reach, impressions, engagement, clicks and – where agreed – discount codes or sales. We obtain Story statistics directly from the creators. At the end you receive a report with metrics per creator, the best-performing content, cost versus results and recommendations for future partnerships.

 

What is the difference between reach and engagement?

Reach shows how many people saw a post. Engagement measures how many reacted to it – with likes, comments, saves or shares. High reach without engagement often means little impact. For brands, a healthy combination is what counts: enough visibility and a community that is genuinely interested in the content.

 

How often will I receive a report?

With ongoing support you receive a monthly report covering press coverage, social media metrics and influencer results, together with recommendations for next steps. After events, launches and campaigns there is also a wrap-up report. On request we prepare reports for international headquarters in British English and align format and metrics with your internal requirements.

 

What is a clipping report?

A clipping report collects all coverage of your brand – print, online, TV, radio and social media – with medium, date, reach and an excerpt of each piece. You see at a glance where and how your brand was covered. We add our assessment: which pieces were particularly valuable and what that means for the next topics.

 

Will my brand also appear in AI search tools such as ChatGPT?

More and more people use ChatGPT, Perplexity or Google's AI answers to research. These systems draw heavily on editorial sources, specialist articles and well-structured websites. Consistent press work, mentions in relevant media and clear facts on your website increase the chance that your brand is named in such answers. PR is therefore becoming increasingly important for AI visibility.

 

Your question is not listed? Write to us at office@lovemark-pr.com or call +49 89 74747070.