In this post on the Comms Women platform, Lucy Hodges, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Leah Cassidy and Kate Fitch on fashion PR published in Asia-Pacific Public Relations journal.
Social media’s ascent has changed businesses all over the world, and fashion public relations is no exception. Beyond the Catwalk: Fashion Public Relations and Social Media in Australia by Leah Cassidy and Kate Fitch offers a look at how fashion PR professionals use digital platforms to interact with fashion publics. Their study sheds light on social media’s advantages and disadvantages, raising the question of whether PR is becoming a more dynamic, customer-driven profession or merely a continuation of conventional marketing techniques.
Shifting the Role of Fashion PR
In order to establish brand reputation, fashion PR has historically concentrated on media placements, celebrity endorsements, and event-based tactics. But according to Cassidy and Fitch’s research, there is a move toward a more sophisticated, digital-first strategy. Social media is becoming more and more important in PR work, according to the study, which was conducted through ethnographic research and interviews with Australian fashion PR professionals. Brands may communicate directly with consumers using platforms like Facebook, Instagram, and Twitter, which provide a degree of accessibility and immediacy that traditional media does not.
However, even though social media is widely used, fashion PR frequently uses it inconsistently. While some brands view digital engagement as a whole, others only see it as an additional promotional tool. The survey raises concerns about whether fashion PR is genuinely embracing two-way communication or just leveraging social media to boost sales because it indicates that many practitioners still find it difficult to discern between PR and marketing duties.
The Rise of Bloggers and Digital Influencers
Cassidy and Fitch’s study of fashion PR’s changing interaction with bloggers and influencers is one of its more interesting features. In contrast to traditional journalists, bloggers have developed autonomous platforms that may compete with more established media institutions in terms of influence and reach. According to the report, PR firms are increasingly treating well-known bloggers like traditional editors by sending them press kits, inviting them to fashion events, and giving them access to unique information.
This change is not without difficulties, though. Assessing a blogger’s ethical transparency, audience engagement, and credibility is still a concern. The study asks whether the distinction between genuine brand narrative and sponsored endorsements is becoming too hazy, highlighting the moral conundrum of paid advertising.
Social Media’s Impact on PR Strategy
The conflict between using social media for promotion and interaction is one of the main lessons to be learned from Beyond the Catwalk. According to the report, rather than encouraging real engagement, many Australian fashion firms continue to utilize social media sites like Facebook and Twitter mainly to promote content. Compared to PR, which ideally emphasizes relationship-building and brand narrative, this strategy is more in line with traditional advertising.
The phenomenon known as “paper pixel syndrome”—the practice of reusing traditional PR materials for digital platforms without modifying them for online engagement—further demonstrates the industry’s difficulty incorporating social media into its plans. Even if some practitioners see the value of interactive content, others still employ antiquated communication strategies that fall short of social media’s full potential.
Looking Ahead: The Future of Fashion PR
The study by Cassidy and Fitch emphasizes how fashion PR professionals must go beyond surface-level online interaction. Businesses will be better positioned to prosper in an increasingly digital economy if they use social media as a tool for storytelling, customer involvement, and brand credibility.
PR practitioners need to rethink their tactics to put interaction above simple marketing as the fashion industry develops. If firms are prepared to invest in meaningful, reciprocal communication instead of viewing digital platforms as just another advertising channel, social media offers a chance to build authentic relationships with fashion consumers.
Fashion public relations practitioners are urged by this study to improve their digital tactics and make sure that PR and marketing are kept apart. Those who are adept at communicating authentically will be at the forefront of fashion public relations in the future as digital interaction continues to influence the sector.
Full Article Reference: Cassidy, L., & Fitch, K. (2013). Beyond the catwalk: Fashion public relations and social media in Australia. Asia Pacific Public Relations Journal, Vol.15(1), retrieved from https://researchportal.murdoch.edu.au/esploro/outputs/journalArticle/Beyond-the-catwalk-Fashion-public-relations/991005541592707891