Layout 2 - The Fashion Designer Guide

PR
Q. ‘PR’ is a massive force within the fashion industry but what exactly
is ‘PR’ and how can it be beneficial to new designers?
A. PR can mean public relations, press relations…and it seems as though it’s constantly changing.
In the briefest of terms, it is getting a brand out there and recognised by target press, and therefore
the brand’s target consumer base. It is third party, unpaid (non-advertisement) endorsement, which is
very powerful. It is securing editorial coverage in relevant magazines, newspapers and supplements,
television, radio, digital magazines, blogs and partnering with celebrities in a mutual relationship.
New designers are in a fortunate position where they can spearhead their own PR campaigns by
harnessing social media and even writing their own blogs.
Courtney Blackman, Owner/MD – Forward PR
Q. What should a PR plan include?
A. A PR plan should include program goals, followed by measurable objectives and strategies that
when implemented, will meet those goals and objectives. Within each strategy, clearly defined action
steps, in the form of tactics and tasks, provide the blueprint for execution. Benchmarking current
numbers and tracking growth is another key component.
For a designer to manage these activities herself, it’s important to drill the PR plan down to daily action
items. This might include setting aside two hours each day to send out pitches to media, connect with
followers on Twitter and respond to email.
Crosby Noricks, Founder & Editor, PR Couture
Q. How can a designer develop a ‘PR friendly’ brand that the press will
want to talk about?
A. The first step is that the branding needs to be strong and memorable and the PR campaign needs
to be well thought out. It should be easy to draft a PR strategy based on timings outlined in the
business plan. Launching a new collection each season is an accomplishment indeed, but it’s not
news. Is there a unique story as to how the label came to being? Has the designer’s brand been worn
by a celebrity? Has a well-known store just taken the brand on? Is the designer collaborating with
another designer, illustrator or store? Has the designer won an award? Is the brand launching an
accessories line…and to iterate, a brand doesn’t want to announce all news at once. It should be
spaced out accordingly, so that the media are constantly being fed information and being reacquainted
with the brand.
Courtney Blackman, Owner/MD – Forward PR