In this post on the Comms Women platform, Grayce Kilkenny, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Leah Cassidy and Kate Fitch on fashion public relations in Australia, published in the PRism journal.
In the article, “Parties, air-kissing and long boozy lunches? Public relations in the Australian fashion industry” by Leah Cassidy and Kate Fitch, the niche of fashion public relations is explored from industry professional perspectives. Researchers found that fashion PR falls into a different category than other corporate public relations duties. Data shows that the stereotype of a “glamourous” fashion public relations job also wasn’t accurate.
Cassidy and Fitch reported that fashion PR strategy differs from other public relations industries. Professionals explained that even public relations and events manager plans taught at universities weren’t practical to this industry. The curriculum taught can’t be applied to this field because of differences in expectations. Interviewees said there’s less time to “formulate comprehensive public relations strategies,” which would be used in other industries (9). Interviews also showed that some clients don’t want a written report analyzing performance. This shows the vast difference between working in corporate public relations, where evaluation is a key point in the plan. Surprisingly, the research mentions that public relations and marketing go hand in hand with campaigns. Public relations is reported to have less structure than marketing, but the goal to create an identity for the company and sell products remains the same. The professionals also mentioned that ensuring the longevity of the fashion label is important to keep in mind when making strategies. Working a season ahead to stay up to date is also another difference with other industries.
Research shows that fashion PR is perceived as “frivolous, glamorous and primarily image management and promotion” (1). The professionals used in this study proved that stereotype to be false. Modern movies and television commonly portray fashion public relations as full of parties and lunches, but researchers found that much more work goes into it. These professionals must start with research for a client, but it might look different than in other industries. Keeping up with the latest trends and finding a campaign’s target public is just the beginning. Building personal relationships with editorial and other media teams is essential to communicating with a certain public. One professional said, “It’s about always being around… just always being approachable, being helpful.” Availability and staying in touch with the media is crucial. Industry professionals even mentioned that while celebrity endorsements are commonly tied to fashion public relations, it’s not one of the most valued strategies. Assisting on photo shoots, planning events, updating contact lists, writing scripts for public announcements, and interacting on social media mean long hours for these professionals.
The world of fashion PR is rarely studied. While it has so many differences from other public relations tactics, there’s still not enough research done on it. Unique skills, like creating personal bonds, staying current on trends, and working long hours, are crucial to this job. The professionals stated that their duties were diverse from other public relations positions. This division of the fashion world, compared to the rest of public relations, calls for more recognition and understanding of the field.
Full Article Reference: Cassidy, L., & Fitch, K. (2013). “Parties, air-kissing and long boozy lunches”? Public relations in the Australian fashion industry. PRism 10(1): http://www.prismjournal.org/homepage.html