Jonathon over at My Handbag and Purse Addiction offers a nice glimpse into the role of Fashion PR, commenting:
It is no tall claim to say that effective Fashion Public Relations can spell the difference between a brilliant but unsuccessful fashion house and a good fashion house that is extremely successful!
One caveat - He goes on to state the old maxim that PR is free as opposed to advertising, and that this is one of the reasons smaller fashion companies can benefit from great PR messaging. It's true that PR is less expensive than traditional advertising, and it is a great option for emerging fashion designers working with smaller budgets. However, the problem with the "PR is Free" idea is that it often translates into less perceived value, respect and yes, less compensation for PR practitioners. As people become more immune advertising, PR offers one of the most credible and valuable means of communicating with target publics. It requires strategic thinking, relationship building, creativity, and a host of other skills. Public relations is not advertising, but it is also never free.