Here's the inside scoop on the mysterious, ambiguous PR industry – and how to navigate it.
What skill sets do you need to be a good fashion publicist? "You have to do your research, first and foremost. For me, that started off by learning my publications and who the publishing companies are. This helped me understand what magazines are under which publishing umbrella and who are the people that work there and their titles.
I rep a lot of different brands, so making sure that they can say, 'Okay, I don't have this right now, but here are some other options from other brands,' or, 'Here's that same item in a different color.' I think about what the projects are internally first. I'm having meetings with my team about what our strategy is before we even go to the client. I'm involved in almost every aspect of that. We plan the strategy, and we write it out. When we go to the client and we're talking to them, it's usually about what's happening around their brand. For instance, there's one brand right now that's gearing up to shoot a campaign.
There are other collaborations or partnerships, so the job then shifts from a traditional role of being a publicist to being a partnership strategist, connecting with other entities to create those partnerships, which are normally in an effort to raise or make money.
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