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How to Develop a Fashion PR Plan

Image by Beggs

Developing a brand is a labor of love, but a well-crafted strategic PR plan helps brings that passion into focus, establishes concrete goals, and helps keep you organized. The following series of steps provide an easy-to-use outline to customize your own fashion PR plan.  There are several different ways to establish a PR plan, this one is based on the ROPES concept.

Research

  • You can’t get anywhere if you don’t know where your brand fits in the marketplace and without identifying a target customer. There are two avenues to achieve this, primary and secondary research. Secondary research consists of collecting data that has already been published. You might find statistics relevant to consumer purchasing behavior or emerging trends in fashion trades like WWD, or picked up in apparel or marketing blogs (one way to get around not having a WWD subscription!).  Primary research means going out and doing research on your own - a quick survey of previous customers, friends and family can all be used to help you better define your brand.
  • Don't make the mistake of choosing a target public that is too broad. While you and your mom may believe that "all women" should fall in love with your handbag line, not establishing a clear target customer actually does a disservice to your brand.  The creative tactics of your PR plan will be tailored toward a specific set of customers, so learn as much as possible about your target public. Get creative - what is her favorite movie? What kind of a car does she drive? What is her favorite flavor of tea? Is she married? Does she travel often or stay close to home?

Objectives

  • While goals are general, objectives are specific. Identify 2-3 major objectives that you want to accomplish with your PR plan. Make these measurable so they are easy to evaluate at the end of the campaign. For example: Goal- To be the an Internationally known handbag designer; Objective- To secure 5 stories in major print media publications within the next 6 months.

Planning

  • Once you have clear objectives in place, you need to consider what creative strategies you will employ to ensure you successfully meet your objectives. This step lists the tactics you will employ to accomplish your objectives. Tactics include securing interviews, distributing press releases, hosting a trunk show, sending out product samples, setting up a Facebook Fan Page, etc.
  • Remember that each strategy should deliver a cohesive message that ties into your objective.  You should also identify a series of key messages to use in your communication that stress the important elements of your brand and story.

Evaluation

  • Almost done! The final part of the plan is figuring out how to evaluate the success of the program. How will you measure success? This may include media impressions, or a pre and post survey to determine how levels of awareness or brand affinity have changed as a result of your campaign.

Stewardship

  • One important note: relationships don’t end just because your campaign does. Good PR practitioners and designers know that PR is a cumulative process and to  continue cultivating any new and existing relationships with editors, vendors, publics etc. Relationships build credibility and will make your job easier the next time around. Keeping in touch has never been so easy in today’s world of technology. A quick email, tweet or mention on a Facebook page can go a long way so stay in touch even during downtime.

Thank you to Vianka McConville, a recent University of Florida grad with a B.S. in Public Relations, for her help in putting together this article. She can be reached at mcconville.vianka[at]gmail.com

29 Comments

  • Posted September 22, 2010 at 1:31 am | Permalink

    This article was ROCKING!! I am going to print and file for my reference.

    Thanks
    TheFashionistaChic

  • Posted September 22, 2010 at 1:31 am | Permalink

    This article was ROCKING!! I am going to print and file for my reference.

    Thanks
    TheFashionistaChic

  • Posted September 23, 2010 at 7:39 pm | Permalink

    Great article! I really wish people would read your site (PR Couture) before sending pitches to me. I get some of the worst pitches in the history of pitches. I can’t tell you how many times the email read “dear editor” or just included a press release addressed to no one. I know I’m not a household name blogger but if you want a response then you should personalize your emails and your pitch.

  • Posted September 23, 2010 at 7:39 pm | Permalink

    Great article! I really wish people would read your site (PR Couture) before sending pitches to me. I get some of the worst pitches in the history of pitches. I can’t tell you how many times the email read “dear editor” or just included a press release addressed to no one. I know I’m not a household name blogger but if you want a response then you should personalize your emails and your pitch.

  • Alexandra
    Posted October 4, 2010 at 7:17 am | Permalink

    You’ve skipped the most important part – the implementation. There has to be something between planning and evaluation, don’t you think? All the best.

  • Alexandra
    Posted October 4, 2010 at 7:17 am | Permalink

    You’ve skipped the most important part – the implementation. There has to be something between planning and evaluation, don’t you think? All the best.

  • Posted October 30, 2010 at 6:53 pm | Permalink

    Additionally, when sending press releases and story pitches (to bloggers especially) make sure to offer them something that no one else is offering, an invitation to the designer’s next show or press preview, a free product, some type of initiative that will entice the blogger. Expecting free press just isn’t gonna cut in the blogosphere. Maybe with magazine editors you can do that but keep in mind, they are being paid a salary. Bloggers are independent so they aren’t gonna to cover you just because, you have to give them something. (At least that’s how I feel).

  • Posted October 30, 2010 at 6:53 pm | Permalink

    Additionally, when sending press releases and story pitches (to bloggers especially) make sure to offer them something that no one else is offering, an invitation to the designer’s next show or press preview, a free product, some type of initiative that will entice the blogger. Expecting free press just isn’t gonna cut in the blogosphere. Maybe with magazine editors you can do that but keep in mind, they are being paid a salary. Bloggers are independent so they aren’t gonna to cover you just because, you have to give them something. (At least that’s how I feel).

  • Shantdown
    Posted December 14, 2010 at 6:34 pm | Permalink

    thanks crosby! lots of useful info i would love to be considered for a review! we are doing something a little different…i think you will enjoy! http://www.shantytown.com

  • Posted December 14, 2010 at 6:41 pm | Permalink

    thanks crosby! lots of useful info i would love to be considered for a review! we are doing something a little different…i think you will enjoy! http://www.shantytown.com

  • Posted December 14, 2010 at 6:41 pm | Permalink

    thanks crosby! lots of useful info i would love to be considered for a review! we are doing something a little different…i think you will enjoy! http://www.shantytown.com

  • Corrina Paterno
    Posted January 9, 2011 at 6:23 am | Permalink

    HI P.R.C
    Just came a cross your site..What great information
    thanks Corrina Paterno
    ONE GIRLS PARTY http://onegirlsparty.myshopify.com/

  • Corrina Paterno
    Posted January 9, 2011 at 6:23 am | Permalink

    HI P.R.C
    Just came a cross your site..What great information
    thanks Corrina Paterno
    ONE GIRLS PARTY http://onegirlsparty.myshopify.com/

  • Jequato
    Posted January 29, 2011 at 9:59 am | Permalink

    Proofread and spell check your entries. Under Research, you have written…”Don’t make the mistake of choosing a target pubic that is too broad.”

  • Jequato
    Posted January 29, 2011 at 9:59 am | Permalink

    Proofread and spell check your entries. Under Research, you have written…”Don’t make the mistake of choosing a target pubic that is too broad.”

  • Anonymous
    Posted February 20, 2011 at 7:50 pm | Permalink

    Very informative article! Thanks for posting.

  • Anonymous
    Posted February 20, 2011 at 7:50 pm | Permalink

    Very informative article! Thanks for posting.

  • Jackdepietromusic
    Posted March 1, 2011 at 3:50 pm | Permalink

    My daughter just graduated from Philadelphia unniversity, and was awarded the most creative senior collection.She has since rented loft space in Kinkston, N.Y. and is working on a her line.She is entering a Fall show in NYC. What should she do next?

  • Jackdepietromusic
    Posted March 1, 2011 at 3:50 pm | Permalink

    My daughter just graduated from Philadelphia unniversity, and was awarded the most creative senior collection.She has since rented loft space in Kinkston, N.Y. and is working on a her line.She is entering a Fall show in NYC. What should she do next?

  • Fevireyes
    Posted March 30, 2011 at 11:28 am | Permalink

    I am a jewelry designer and for now I am doing this all by my self for the moment.This is great! Thank you. I will start working on this right now!

  • Soheila
    Posted September 15, 2011 at 12:36 am | Permalink

    its always good to get more info when you have a destination for your dream goal for your career, but dont know how to get the right approach and source, since now these days you need to have open mind, and dive into all game of business plan. Every day new good positive info will be good, to launch the new way of launching business plan, to promote you and your product.

  • Soheila
    Posted September 15, 2011 at 12:36 am | Permalink

    its always good to get more info when you have a destination for your dream goal for your career, but dont know how to get the right approach and source, since now these days you need to have open mind, and dive into all game of business plan. Every day new good positive info will be good, to launch the new way of launching business plan, to promote you and your product.

  • Soheila
    Posted September 15, 2011 at 12:36 am | Permalink

    its always good to get more info when you have a destination for your dream goal for your career, but dont know how to get the right approach and source, since now these days you need to have open mind, and dive into all game of business plan. Every day new good positive info will be good, to launch the new way of launching business plan, to promote you and your product.

  • ab Tech
    Posted December 21, 2011 at 5:17 am | Permalink

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  • ab Tech
    Posted December 21, 2011 at 5:17 am | Permalink

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  • ab Tech
    Posted December 21, 2011 at 5:17 am | Permalink

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    it has portal it means it connected to anther site also. It contain all types
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    recruitment site they having so many advertisement for job-seeker.

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  • ab Tech
    Posted December 21, 2011 at 5:17 am | Permalink

    http://www.Hound.com is job portal site, it contain so many job for job seeker it has
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    it has portal it means it connected to anther site also. It contain all types
    of jobs for different job seeker. Hound.com  is
    recruitment site they having so many advertisement for job-seeker.

    fashion pr jobs

  • ab Tech
    Posted December 21, 2011 at 5:17 am | Permalink

    http://www.Hound.com is job portal site, it contain so many job for job seeker it has
    many option for job seeker.  Hound.com  having different options and different sector for job seeker
    it has portal it means it connected to anther site also. It contain all types
    of jobs for different job seeker. Hound.com  is
    recruitment site they having so many advertisement for job-seeker.

    fashion pr jobs

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping rad companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me an electronic communiqué.