List 5 ways fashion public relations is used today.
Slide 3
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.
Slide 4
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
Slide 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.
Slide 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.
Slide 7
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.
Slide 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 Ps, Product, Place, Price, Promotion
Slide 9
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 publics interest E- evaluate the
communication to see if opinion has changed
Slide 10
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.
Slide 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 managements
decisions.
Slide 12
Honest Openness Fairness Continuous Two-Way Communication
Environmental Research and Evaluation
Slide 13
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.
Slide 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 managements ideas accurately and openly
to the public.
Slide 15
Interpreting 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.
Slide 16
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.
Slide 17
INTERNALEXTERNAL 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
Slide 18
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.
Slide 19
Primary 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 effort
Slide 20
Traditional Public- Employees and current customers Future
Public- current students who could become employees, and
prospective customers- usually come from minorities
Slide 21
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
Slide 22
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
Slide 23
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
Slide 24
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
Slide 25
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
Slide 26
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
Slide 27
Investor 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 public
Slide 28
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.
Slide 29
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
Slide 30
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?
Slide 31
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.
Slide 32
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.