Introduction to Fashion Public Relations

Introduction to Fashion Public Relations

Introduction to Fashion Public RelationsLecture #1In Class Assignment #1List 5 ways fashion public relations is used today.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 campaignsHelps 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 .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 wellAccording 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.

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.Defining Public RelationsThere 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. 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 Ps, Product, Place, Price, PromotionPublic RelationsPublic relations also includes the functions of research, planning, communications dialogue, and evaluationThe process of influencing public opinion often follows the R.A.C.E. method in PRR- researching attitudes about an issueA- action that needs to be taken by the client in the publics interestE- evaluate the communication to see if opinion has changedRole 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 organizations publics so that it can report to upper-level management in order to make crucial business decisions.

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 managements decisions.The Five Principles of the Public Relations ProcessHonest

Openness

Fairness

Continuous Two-Way Communication

Environmental Research and EvaluationPublic Relations as the Management InterpreterOrganizations 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.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 managements ideas accurately and openly to the public.Public Relations as the Public InterpreterInterpreting the publics 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.The Public of PRInternal- 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.

The Publics of PRInternalExternalManagers/SupervisorsStockholdersBoard of DirectorsSales/ ClerksMaintenance PersonnelInternsEmployees

MediaInterest GroupsSuppliersCompetitorsCommunitiesConsumersInvestorsUnionsGovernment RegulatorsModelsDesignersStylistsArtists/CelebritiesEditors

PR and the PublicThe PR professional serves as the mediator between the client and publicA public arises when:A group of people face a similar indeterminate situationRealizes what is indeterminate and problematic in that situationOrganizes to do something about that problemMore Specifically to PR a public is a group of people with a stake in an issue, organization, or idea.PR and the PublicPrimary Public- are those who can most help or hinder the organizations effort

Secondary Public- less important to the organizations effort

Marginal Public- least important to the organizations effortPR and the PublicTraditional Public- Employees and current customers

Future Public- current students who could become employees, and prospective customers- usually come from minorities

PR and the PublicProponents- 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 organizationValues and Lifestyles (VALS) Helping Segment PublicsActualizers- those with the most wealth and powerFulfilleds- have high resources and are principle-oriented professionals or retireesBelievers- Fulfilleds without the resourcesAchievers- have high resources and are status orientedValues and Lifestyles (VALS)Helping Segment PublicsStrivers- lack the resources of Achievers but are equally status orientedExperiencers- high resources, action oriented, and are disposed toward taking risksMakers- action oriented but have low resourcesStrugglers- have the lowest resourcesThe Functions of Public RelationsMarketing and advertising promote a product or service, whereas PR promotes an entire organizationWriting- fundamental PR skill; news releases, speeches, brochures, and advertisementsMedia Relations- dealing with the press is frontline for professionalsPlanning- special events, media events, management functionsThe Functions of Public RelationsCounseling- dealing with management and its interaction with publicsResearching- attitudes and opinions that influence behavior and beliefsPublicity- often seen as the only function of the professional, not the case, yet is importantMarketing Communications- creating brochures, sales literature, meeting displays and promotionsThe Functions of Public RelationsCommunity Relations- putting forth the organizations messages and images within the communityConsumer Relations- interacting with consumers through written and verbal communicationEmployee Relations- communicating with all important internal publics of the organizationThe Functions of Public RelationsInvestor Relations- for public companies, communicating with stockholders and those who advise them.

Social Media Interface- creating what is often the organizations principle interface with the publicPR and SpinFor decades PR has been highly associated with spinSpin- 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.What Makes a Good Fashion PR Professional?Diverse ExperiencePerformanceCommunication SkillsStrong Relationship Building SkillsProactive and PassionateTeam PlayerLikeable/ PersonableKnowledge of both PR and fashion industriesWilling to Take RisksCommunications knowledgeTechnological Knowledge- social mediaCurrent Events KnowledgeBusiness KnowledgeManagement KnowledgeAdvocacyCounseling OrientedEthicalOptimisticSo What Are Some Fashion PR Careers You Could Pursue?Brand Ambassador Social Media SpecialistRecruiterCommunications Director/ExecutiveSocial Responsibility DirectorLabel/Brand PR Account DirectorResearcherCrisis Task ForceSpecial Events Promoter/DesignerFashion Show CoordinatorMedia Relations SpecialistCustomer Relations/ServiceAny other Suggestions?Key PointsPR is heavily influenced by public opinionPR helps management make sound decisionsPR plans should be implemented based on two-way communication between management, the professional, and the publicPR professionals should never tell a lie in order to save their credibility.ReferencesSeitel, 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.