By Alyse Rohloff
Fashion public relations is a large and ever growing industry; however, if you think it’s all about looking cute and shopping, you have this industry completely wrong.
In the PRSSA National Conference presentation “Just the Right Fit: Fashion Public Relations,” Theo Tyson owner of Trinity Productions, defines fashion PR as “the idea of creating coverage for clients for free.” The industry is highly strategic and relationship driven while also being dynamic, cyclical and fast paced.
“PR is a practice, it’s an active thing. You have to have interaction,” Tyson said.
Tyson that one of the most important elements of fashion PR is brand ethos. This is not only knowing the brand you represent, but living it as well.
Three things that make up fashion PR is image management, brand awareness and relationship building. Image management deals with working with models, celebrities and organizations to show the values and identity of your company. Brand awareness deals with creating attention using magazine articles, promotional events and film and television coverage. Relationship building includes taking the advantage of connections with fashion editors, bloggers and stylists. However, Tyson says to be aware that bloggers can be either your best friend or worst enemy.
As for agency verses corporate, you can’t escape it in the fashion industry. In fashion, corporate is known as in-house. In this field, one can become very focused solely in her company.
Tyson states that in the role of a fashion PR professional, you must act as the friend that everyone comes to about their jeans. This means you have to be the one that is honest and makes their friends look good.
“You have to get people to the point where your brand is more than a commodity, it’s a part of their lifestyle,” Tyson said.
Tyson's final tips on becoming a great PR professional is to be authentic, be strategic and be memorable. Also, be a thought leader instead of a trend setter.