Do Not Underestimate the Power of PR

OK, that might be a little strong but in that naivety they will definitely be missing a trick. PR described in a colloquial fashion could be explained as a form of endorsed exposure, and oh yes, it’s free at that. As consumers we all have our favourites when it comes to newspapers, magazines, websites or TV programmes that we enjoy on a regular basis.  Journalists whose opinions we respect and pages we read.  So whether it is the fashion pages in the Evening Standard by the revered Laura Craik or stylist Mark Heyes section on Lorraine Kelly’s morning LK Today TV show, we as consumers are seeing the items that these individuals have chosen to tell us about from the hundreds of products and press releases that they receive each week from dedicated PR’s. Thus, they are in effect, endorsing these products and bringing them to our attention.  

In fashion this tends to be a little bit more effective than a paid for, placed advertisement with brands endorsing their own products. Do not misinterpret this, advertising is a very important element of promotion that is necessary to bring and keep brands on our radar. In my experience though when purse strings tighten, it is the advertising budgets that get cut before the PR budgets.
 

Successful PR, when monitored, can also have a direct effect on sales. When a product is positively featured in a medium relevant to the target market that item will literally fly off the shelves.  I have to say the weekend magazines, with their exceptionally high readerships, are great for instantly notable results. As an establishing label/brand it is worth noting that buyers are always keen to see a label that has been positively received by the media as this potential effect on sales and endorsement by the fashion press can only help a brand stand out from the crowd and become profitable.

Naturally I would advise any fashion label/brand/retailer to employ and work with a reputable PR agency, with clear objectives in mind of what you want to achieve. This is after all a specialist area and you are paying for experience, established contacts and a PR’s valued time and opinions. 

Needless to say PR is not cheap, so as an establishing label/brand if you can’t afford to take on a PR company, have a go yourself. A well written, concise press release and some strong product imagery are a good start. Find the appropriate contacts for say 10 publications/websites that you feel are key to your target market and approach them. You’ll need a little charm, resourcefulness and perseverance. Start with a fairly concise list of titles; it is highly unlikely you’ll have the time or resources to approach them all. Once you have made contacts, keep in touch. The process is time consuming but so worthwhile. Remember PR has the power to make or break brands, not many brands can survive without it.

By Sheela Thandasseri sheela@mr-ed.net

Sheela Thandasseri has worked in PR for the last 7 years and was a co-founder of the directional and niche brand communication agency Mr Ed, based is Shoreditch, London. Sheela is currently working on a number of freelance PR Projects.