Edith Press

Fashion public relations in 2019 is at an interesting intersection. On one hand we have traditional PR: pitching print + online outlets and hustling to secure clients’ placement. On the other hand, we have fashion public relations 2.0: Digital + influencer. Let’s also add an understanding of website design and a grasp of SEO to PR and there is a changing face to fashion PR for a new generation. If you have been in the public relations game for a while, or new to the game, perhaps you find some of the extra additions overwhelming.

 If you are knee-deep in fashion public relations, why should you have an understanding of website design or SEO? The short answer: Much of public relations and SEO are intertwined - especially online. When you pitch a fashion or beauty editor a client’s products, your goal is to secure placement. Print placement is still fantastic, but the new gold standard is online. A link to a client’s product from a well known and popular domain, such as vogue.com, carries a lot of weight. These backlinks are what SEO consultants also aim to secure. The number of important backlinks pointing to a website increases their ranking.

 As a fashion PR, you don’t need to know every detail concerning SEO. However, it’s good to have an overall understanding of the industry to better serve your clients. Good backlinks help your clients’ websites rise to the top in Google searches thus resulting in brand name recognition and more sales. SEO isn’t as complicated as many make it out to be, but it is a lot of work and dedication getting a site to rank high in the search engines - especially the big G.

 Fashion public relations is changing. The new generation of publicists rising through the ranks have a lot more to juggle compared to decades past. Influencer marketing itself is nearly a full time job and yet many PR handle that as well as more traditional areas of the trade. Many designers, especially smaller ones, are now handling their own public relations. Today, PR firms and freelancers must provide relevance and value to each of their clients. Securing placement won’t occur each month - that’s a given. No one can promise a client they will have media placement each and every month. However, you can provide immense value to your clients in other ways. If you have a fairly decent understanding of SEO, you may conduct an on-page audit of a client’s site - such as what meta tags to add and page titles. Content is also very important online. Websites need content to rank well. Encourage clients to add a blog to their sites and then suggest topics to write about.

 Social media strategy is also another addition to modern fashion public relations. PR must map out an Instagram strategy for each of their clients. Instagram is the top social app and it’s visually based. Fashion PR should suggest photo layouts and products to to upload to Instagram. It’s important for PR to stress to clients that social media doesn’t promise to deliver orders or website clicks. It’s been proven that the ROI doesn’t always exist when working with influencers.

 Fashion public relations is changing as more categories are introduced to the sector. If you are good at multi-tasking and working on different aspects of an industry, then you will succeed in PR.

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