As an emerging designer, you are responsible for everything that happens in your business. As you gain customers, establish more contacts, and participate in more fashion weeks, you are probably considering if you should continue the work yourself or is it time to bring in a PR professional (consultant or agency). I interviewed the industry’s experts to help you make the right PR choices.
For those of you who are leaning towards the idea of hiring a PR consultant and agency here is some advice. I received feedback from image consultants to fashion designers who wanted to share their opinions on when is the appropriate time to hire PR representation.
The first tip comes from Robert Barrows president of R.M. Barrows, Inc. Advertising & Public Relations.
“Emerging designers should hire both an advertising agency and a
In many cases, there may not be a lot of PR opportunities for emerging
designers, and you can’t count on when or where they might run, or
what they might say. With advertising, you can say exactly what you want, when and where
you want it, depending on your budget.” – Robert Barrows
Tony Felice President of TFPR & Image Mgmt had this to say,
“What’s the difference between popularity and celebrity? Answer: Publicity. That being said, a new designer can’t afford a large agency. I’d recommend they find an independent PR rep with industry experience and PROVEN media contacts.”
“Without a PR representative on their team, emerging designers have the possibility of missing numerous editorial pieces, event and partnership opportunities, and connections to influencers and others that can help bring them into spotlight.”
“If you’re a Brand, PR will be knocking on your doors. However, designers should have a budget for PR because no man is an island and Fashion is a Business! Designers must know first if they are a brand or another clothing line.”
The last piece of advice comes courtesy of Annette Szczepan who is a publicist and founder of AnetkaStarrPR. Here is what she had to share:
“The fashion industry is oversaturated with designers trying to break into it and they need a good publicist or agency behind them, helping them to get noticed, talked about, worn, and connect them to the right people. I think PR representation is necessary ,but ultimately, designers need to be prepared for what comes with hiring a PR agency so they are not wasting their time and money.”
Hopefully this expert advice will help put things in perspective before taking the plunge to hire a PR consultant or an agency. Remember to do your research and have a plan in place, and choosing the best representations should be easy.
This article is written by guest writer Tamarah. Follow her on Twitter @TZB86
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