Introduction to Fashion Public Relations

1. Introduction to Fashion Public Relations Lecture #1

2. In Class Assignment #1 List 5 ways fashion public relations is used today.

3. Why Study Fashion Public Relations (PR)? • Allows us to see the evolution of the profession and direction it is headed . • Allows us to analyze situations and make critical decisions. • Helps us understand the writing techniques used by fashion PR professionals. • Gives us an understanding of how to effectively use social media in PR campaigns • Helps us understand how our role as the PR professional works with the rest of the organization. • Allows awareness of the issues and concerns of consumers, media, communities, and employees. • Helps us understand the research that is needed for planning a successful campaign. • Allows us to make ethical decisions that will impact public opinion .

4. What is Public Relations? Public relations is a multibillion dollar business in the U.S. alone. There are over 158,000 practicing professionals in the U.S. According to the U.S. Bureau of Labor Statistics, the profession is projected to increase faster than all other professions through the end of this year (2012). The profession has grown throughout the world, as well

5. According to 1000 executives who were interviewed, they stated that PR is an essential element of their organization because their PR professionals were able to raise awareness about important issues that the public might not have otherwise known about.

6. There are approximately 250 colleges and universities in the U.S. that offer public relations sequences or degree programs. The number of undergraduate students in the U.S. studying PR is estimated to be over 20,000. There are a growing number of colleges and universities offering courses in fashion PR and courses related to the subject. In many journalism programs, PR is ranking first and second in enrollment. The profession is expected to thrive because organizations are becoming more interested in communicating their stories.

7. Defining Public Relations There are many different definitions of what PR actually is. PR is often confused or associated with Advertising and Marketing. Public Relations- a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.

8. Public Relations Society of America (PRSA) defines PR as- helping an organization and its public adapt mutually to each other. Advertising-the act or practice of calling attention to a product, service or need by paid announcements in different media. Is often controlled (time, place, frequency) Marketing- the activity, set of institutions, and process of creating, communicating, delivering and exchanging offerings that have value. Focus on the “4 P’s,” Product, Place, Price, Promotion

9. Public Relations Public relations also includes the functions of research, planning, communications dialogue, and evaluation The process of influencing public opinion often follows the R.A.C.E. method in PR R- researching attitudes about an issue A- action that needs to be taken by the client in the public’s interest E- evaluate the communication to see if opinion has changed

10. Role of the PR Professional The role of the public relations professional is changing. It was once a role of promoting and “soothing” the organization. Today, the role has changed. It is becoming increasingly important for the professional to be involved with their organization’s publics so that it can report to upper-level management in order to make crucial business decisions.

11. If public relations want to serve the organization well, it must report to top management. In order for public relations to work, advice to management must be unfiltered and uncensored. That means at times serving as a lonely voice and rejecting management’s decisions.

12. The Five Principles of the Public Relations Process Honest Openness Fairness Continuous Two-Way Communication Environmental Research and Evaluation

13. Public Relations as the Management Interpreter Organizations deliver a public relations program with every phone call, email, letter, and face-to-face conversation. The PR professional must deliver philosophies, policies, programs, and practices decided by management to the public. On the other hand, the professional must convey attitudes of the public to their managers.

14. The PR department can only succeed when it has access to management. The PR department in any organization should have the ability to counsel management. It is the responsibility of the PR professional to communicate management’s ideas accurately and openly to the public.

15. Public Relations as the Public Interpreter Interpreting the public’s needs to management means determining what the public really thinks about the organization and letting them know. Getting in tune with your public and actively engaging in two-way communication makes it possible to report accurately to management.

16. The Public of PR Internal- these are the individuals that management must deal with directly in various levels of subordinates. Management must also be able to deal with them as cross-relationships arise when subordinates interact with each other. External- management must deal with a system of outside individuals, that they cannot directly enforce.

17. The Publics of PR Internal External • Managers/Supervisors • Stockholders • Board of Directors • Sales/ Clerks • Maintenance Personnel • Interns • Employees • Media • Interest Groups • Suppliers • Competitors • Communities • Consumers • Investors • Unions • Government Regulators • Models • Designers • Stylists • Artists/Celebrities • Editors

18. PR and the Public • The PR professional serves as the mediator between the client and public • A public arises when: • A group of people face a similar indeterminate situation • Realizes what is indeterminate and problematic in that situation • Organizes to do something about that problem More Specifically to PR a public is a group of people with a stake in an issue, organization, or idea.

19. PR and the Public Primary Public- are those who can most help or hinder the organization’s effort Secondary Public- less important to the organization’s effort Marginal Public- least important to the organization’s effort

20. PR and the Public Traditional Public- Employees and current customers Future Public- current students who could become employees, and prospective customers- usually come from minorities

21. PR and the Public Proponents- communication that reinforces beliefs Opponents- Strong, persuasive communication in order to change opinions Uncommitted- communication used to sway a prospective public in the direction of your organization

22. Values and Lifestyles (VALS) Helping Segment Publics Actualizers- those with the most wealth and power Fulfilleds- have high resources and are principle-oriented professionals or retirees Believers- Fulfilleds without the resources Achievers- have high resources and are status oriented

23. Values and Lifestyles (VALS)Helping Segment Publics Strivers- lack the resources of Achievers but are equally status oriented Experiencers- high resources, action oriented, and are disposed toward taking risks Makers- action oriented but have low resources Strugglers- have the lowest resources

24. The Functions of Public Relations Marketing and advertising promote a product or service, whereas PR promotes an entire organization Writing- fundamental PR skill; news releases, speeches, brochures, and advertisements Media Relations- dealing with the press is frontline for professionals Planning- special events, media events, management functions

25. The Functions of Public Relations Counseling- dealing with management and its interaction with publics Researching- attitudes and opinions that influence behavior and beliefs Publicity- often seen as the “only” function of the professional, not the case, yet is important Marketing Communications- creating brochures, sales literature, meeting displays and promotions

26. The Functions of Public Relations Community Relations- putting forth the organizations messages and images within the community Consumer Relations- interacting with consumers through written and verbal communication Employee Relations- communicating with all important internal publics of the organization

27. The Functions of Public Relations Investor Relations- for public companies, communicating with stockholders and those who advise them. Social Media Interface- creating what is often the organization’s principle interface with the public

28. PR and “Spin” For decades PR has been highly associated with spin Spin- the distinctive interpretation of an issue or action to sway public opinion, often by putting a positive slant on a negative issue. Often uses distortion or lying to hide what really happened. In PR, once you tell a lie you will never gain back your trust.

29. What Makes a Good Fashion PR Professional? • Diverse Experience • Performance • Communication Skills • Strong Relationship Building Skills • Proactive and Passionate • Team Player • Likeable/ Personable • Knowledge of both PR and fashion industries • Willing to Take Risks • Communications knowledge • Technological Knowledge- social media • Current Events Knowledge • Business Knowledge • Management Knowledge • Advocacy • Counseling Oriented • Ethical • Optimistic

30. So What Are Some Fashion PR Careers You Could Pursue? • Brand Ambassador • Social Media Specialist • Recruiter • Communications Director/Executive • Social Responsibility Director • Label/Brand PR Account Director • Researcher • Crisis Task Force • Special Events Promoter/Designer • Fashion Show Coordinator • Media Relations Specialist • Customer Relations/Service • Any other Suggestions?

31. Key Points PR is heavily influenced by public opinion PR helps management make sound decisions PR plans should be implemented based on two-way communication between management, the professional, and the public PR professionals should never tell a lie in order to save their credibility.

32. References Seitel, F.P. (2011). The Practice of Public Relations. Prentice Hall: Boston. Sherman, G.J., & Perlman, S.S. (2010). Fashion Public Relations. Fairchild Books: New York.