London Fashion Week Officially is Over, But Fashion Blogs Don't

The pictures shown above are about Ozwald Boateng latest collection Autumn/ Winter 2012/2013. The presentation was hold in store, flagship store in 30 savile row, with "African Beyonce"musician. creating an aesthetic  atmosphere combined with eastern and western culture. When British hunting attire meets Japanese Wafuku, reflecting on all the Oriental models, the media clippings for this show is inspiring as well. I assisted my manager and press officer to finish this show, and I have to say the outcome is great.

I checked all the media clippings for our show, most of them are from bloggers. Now, except facebook and twitter, blog could be the new star of social media tools. Based on Fashion Marketing, blogs have become a popular method of communicating with others, both nationally and internationally. Nowadays more than 80 million active blogs are posted on the internet worldwide. Successful blogs meaning blogs that people read, response to and learn from-are those that have the reader in mind. 

Today after searching all the information online for the presentation I realise how powerful the fashion blogs are. According to Marianne C. Bickle, the author of Fashion Marketing, blogs are becoming increasingly popular in fashion world. They act as another aspect of fashion marketing and PR efforts. Moreover, some famous fashion bloggers can exert a great influence on readers, such as Susanna Lau, who has thousands of readers who read her blog regularly. 

Therefore, I am also thinking our PR student blogs could be effective to some point. Even though it is coursework, we are able to get to know this media platform and make full use of it when we graduate. Still a good chance to learn. 

Reference:

Bickle, M.C (2011), Fashion Marketing-Theory, Principles and Practice, New York Fairchild Books

Internal material, Ozwald Boateng, 2012

Susanna Lau, http://stylebubble.typepad.com/

CSR: Just a PR Tactic or Corporation Do the Volunteer for the Society?

Today we have an another debate about  the only way to practice ethical PR is to work in the not for profit sector, everything else is just corporate, political or consumer propaganda. As for me, the topic is whether corporations do share social responsibilities or just use it as a PR tactic.

According to Wikipedia, CSR is titled to "aid an organization's mission as well as a guide to what the company stands for and will uphold to its consumers. Development business ethics is one of the forms of applied ethics that examines ethical principles and moral or ethical problems that can arise in a business environment." Nowadays a number of companies in the world share their responsibilities, some big companies in particular, P&G is one of them. For example, in P&G an External Relations department was established, mainly aiming to CSR projects such as Hope Project, donation schemes, etc. But in my point of view, these activities are also a good tool to build up their reputation in society, trying to show a sound image in front of their consumers as well. That's why the events are PR events, not pure donation or Hope project activities. Giddens’ theory of structuration (Giddens, 1979, 1984b) wasused as framework for understanding the translation of the public relations practices as processes of that profession to the institutionalisation of CSR practices and the relationships between normative, coercive and mimetic pressures and legitimacy. 

 This is P&G Safeguard Volunteer activity, inviting famous national volley player Lang Ping last year. The event got good media exposure through both print media and internet.

Therefore, I'd like to say ethical PR is not for non profit business, but for profit for the organisations indirectly. A PR event is  called CSR.

Reference:

CSR, Wikipedia, http://en.wikipedia.org/wiki/Corporate_social_responsibility

Internal material, Fleishman-Hillard Internation Communications, 2011

PR in Wartime: Media Control & Propaganda

Today we have a war video shown by our lecturer, about Jessica a female solider from American army was killed in manslaughter. Yes probably by American themselves. And massive report news about her death. It occurs to me that what does PR like during wartime? Public at that time could be manipulated by media, and media could be probably used by politicians. So what's the PR in the wartime? By the way, the posters I post are the selected posters by the Telegraph.The most famous war poster was Alfred Leete's 1914 image of Lord Kitchener pointing directly at the viewer. So successful was this image that it was adapted for American use in both World War I and II by JM Flagg. Yes political propaganda.I search some sources about PR in wartime, most of them are associated with propaganda,and tight media control comes the second.  For propaganda, 

We must remember that in time of war what is said on the enemy’s side of the front is always propaganda, and what is said on our side of the front is truth and righteousness, the cause of humanity and a crusade for peace.-Walter Lippmann

This is the vivid quote about propaganda. For more quotes about propaganda, please see the link War, Propaganda and the Media

During the wartime, politicians tried to make use of media (radio in the 1940s and televisions in the 1950s) to control the public. Hitler is the perfect example of propaganda.His speech was so powerful that thousands of citizens followed him blindly. Here is the video from YouTude:

        

Still, media control matters as well. Look at China in 1940s and 1950s, you will find that the tight government control in media is massive. I did an essay about government communication, I'd better show this here again. Tangshan earthquake happened in the rampant period of the Gang of Four who basically controlled the power of public opinion of the national publicity. Strict control for interviews from disaster areas includes not only forbidding to report the causalities but shoot causality pictures, even not to take photos about rescuing disabled personnel and so forth. The condition of Tangshan disaster was reported, taking People’s Daily and Liberation Army Daily for an example, however, the message was so weak and vague that there was no specific information on calamity. Most articles concerning inspiring slogans of famine relief were spotted everywhere, with strong political propaganda, like “promote production”, “Chairman Mao's revolutionary line guidance” and so on. (People’s Daily, 1976) 

If you are curious about wartime relations with PR and media, you could possible find a large amount of information, here I am just giving you a brief idea. Hopefully you are enjoying the brief :)

Reference:

Hitler Speech, YouTube, 2010, http://www.youtube.com/verify_controversy?next_url=/watch%3Fv%3DL2jqRwo5MHo

Xinhua News Agency, (1976), “Strong Earthquake Took Place in Tangshan, Fengnan area, Heibei province, Under the Guidance of Chairman Mao's Revolutionary Line People Carry Forward the Revolutionary Spirit of Humans Over Nature Relief”, People’s Daily, Vol.1 July 29^th

Global Issues, War, Propaganda and the Media, http://www.globalissues.org/article/157/war-propaganda-and-the-media

How Does PR and Marketing Influence on Fashion?

Snowing outside, this morning I become so lazy, lying in bed and reading. Recently I am interested in a fashion book called Fashion Marketing-Theory, Principles, & Practice, written by Marianne C. Bickle. I haven't finished yet but in the fashion PR chapter,I do believe that it is worthy reading the whole book.

In chapter 4 Public Relations, Promotion and Advertising, it introduces a various range of PR and marketing strategies, which helps readers to have an overall understanding of commercial tactics. Tom Ford says: as a fashion designer, I was always aware that I was not an artist, because I was creating something that was made to be sold, used, and ultimately discarded. His statement reminds me that fashion need to shout out and stand out, by using PR, marketing and advertising. Otherwise, fashion could be just unknown and unsung.Now his fashion business is truly a success, when I work in the office, the PR manager asked me to search info about our competitors, and Tom Ford is the no.1 on the list.

Speak of public relations in fashion industry, "the PR component of the marketing mix continues to be an important and valuable tool for fashion companies. Public relations provides stakeholders with current information regarding the company's product lines, marketing efforts, and interaction and assistance to the community through good works." In large fashion organisations typically they have a PR department. In fact, PR should be an integral section and get involved in marketing in every fashion organisation.

According to the book, print literature, press releases, and stockholders' meetings are three common forms of communication. For internet part it can count on fashion shows, new product lines, customer service and blogs.The author also mentions multiple goals to PR effort, including building positive and ever increasing brand awareness, communicating with stakeholders, instilling stakeholders' confidence, promoting a social cause, recruiting best talent in the world, etc.

In my point of view, in fashion industry PR and marketing are like twins, which are not easily separated from each other. Both are for brand and consumers, and some of tactics could be connected with both PR and marketing. Nowadays we have social media but we also create a new word called social marketing; I suppose in the future we will have public marketing or similar form to combine these two concepts together. No matter which way is for PR or marketing, the way is the best which can make them get the best benefit they can, for organisations' sake.

Reference:

Bickle, M.C (2011), Fashion Marketing-Theory, Principles and Practice, New York Fairchild Books

The Telegraph, David Beckham launches his underwear range at H&M, 2012 http://fashion.telegraph.co.uk/news-features/TMG9055115/David-Beckham-launches-his-underwear-range-at-HandM.html

Clamour, Victoria Secret, 2009,

http://www.glamourvanity.com/glam-events/2009-victorias-secret-fashion-show/

Golden Rules of Crisis PR Management

The golden rules for crisis PR

The Chinese word above means crisis and chance, yes it is not contradictory. Crisis and chance can live together, especially after I had this Issue PR course.

Today we have a guest speaker from Westminster Harrow Department, she tells the PR stories in harrow area. What she said in class is truly inspiring and educational.

                  

                           

The first rule is you always should have a plan, which is vital.In their department, they have a special planning team, preparing for emergencies at any time. When something happens, they are able to take action as quick as possible.

Second,always having contact in your phone. When it comes to me, I have similar feeling as well. Sometimes I think this contract is not that important, I don't need to put the number down in my phone, but when I am in trouble, that number is just in need. I am sure things like that are always happening in our lives. So, don't look down upon a single move: putting all contracts you have in your mobile, and make sure when you hurry to solve certain problem, you enable to find the potential person to sort it out.

Third, as for potential crisis, think about several basic questions such as what is the problem? what should we do about it? Try to have key messages as you can, it will be very beneficial to crisis, when it comes you have already some preparations in mind.

Fourth, settling down and kicking off the whole process of the plan. The Westminster department take going through the plan as an usual routine. Rehearse, rehearse and rehearse again.

Fifth, seize the "Golden Hour". So called golden hour means the one hour after the crisis happens. For this time, you must react very quickly during this hour in order to make everything under control. Otherwise, the crisis will enlarge in a dramstic speed which could be a disaster later.

Sixth, filling the gaps.

Seventh, twitter feed. Social media like twitter can spread the news very fast. Watch out.

Eighth, organisation should tell the turth, or their own opinions. Try to be open and transparent. Don't tell lies. Public is not stupid.

Ninth, find a good spokesperson who can reassure people in panic. It is important as well, people who are in a trouble situation can easily get panic and nervous. It is the very time to let the spokesperson stand out to comfort the public.

Tenth, look smart. Be professional.

Eleventh, share compassion.

Twentieth, brief stakeholders.They are the VIP audience for PR practitioners. Without their support, the budge and the decision and all the other objectives can influence directly to the crisis.

Thirteenth, staff in shift. They need have a good rest before taking actions to solve crisis. 24/7 is good but people are not robots. Arrange a flexible time shift for staff, making sure it is well planned.

Fourteenth, learn what you have done in the past. Learning previous experience can avoid new problems to happen.

Finally, build up a sound relationship with local media. The press is able to manipulate all the issues, powerful enough to control all the situations. If local media doesn't agree with you, then next day you will see all negative reports full of newspapers at all levels. Media relations are essential as well.

15 crisis PR golden tips above teach me a good lesson. Crisis and chance does coexist. When dealing with crisis in a good and professional PR way, chance will come naturally, after the cirsis.

Reference:

Iedp, How not to Lose Your Head in a Crisis, http://www.iedp.com/Blog/How_Not_to_Lose_Your_Head_in_a_Crisis

Career of Fashion PR, Hey Graduates, Yes or No?

According to Trevor, the professor of Consumer PR, fashion PR could be the F sector: flossy, parties all night long (look at the drama Sex and the City), the problem is the fancy fashion PR lures more and more candidates to apply related jobs, even volunteering work.I was quite surprised when I recruited a row of candidates who were so interested in working in back stage of a certain show in London Fashion Week.

In my point of view, fashion PR could be the most glamorous PR job PRers can have: all kinds of decent occasions to attend to,all types of interesting media work such as fashion shows info and media clippings...the perfect combination of work and play. But the competition is more and more bitter, since the students who study in Fashion PR modules in different universities in the UK.Central St Martin’s, London College of Fashion, Kingston University and Westminster University all have world renowned fashion courses–the graduates from which are often headhunted by big design houses.Even though a report done by economic consultants Oxford Economic, says "the fashion UK fashion industry is the largest employer of all the creative industries", but 816,000 employees of a large labour pool in the UK just stands only 2.8% of total employment. Sadly, the payment is not that good as well, unless you are working for famous designers. Hmmm, very hard to get.

London Fashion Week is coming soon, in Fashion PR module, the teacher kindly asked us to hand in our CVs, trying to find potential working placement in Vauxhall Fashion Scout. The motivation is truly inspiring, giving us the hopes that we can have a chance to get in. However, among 15 students only 3 get a chance to have interviews, and only 1 could work there and not sure she has the time or not... I have also been told that in London Art University, St Martin's to be exact, a student was recommended to gain a golden opportunity to volunteer in LFW, changing models' clothes was her main work at that time. Well. To do or not to do is a question.

For graduates,it will be wise if we choose a right career, even it is hard to get, you need to have a bite first and then decide, whether to spare no effort to get or not. Candidates who are chosen to work later in the fashion show are so excited, I hope every fashion PR person can make the PR dream come true.

Reference:

Morris, Trevor, Consumer PR, University of Westminster

London Fashion Week, Value of Fashion Report, http://www.londonfashionweek.co.uk/news_details.aspx?ID=229

Guardian, London Fashion Week, http://www.guardian.co.uk/lifeandstyle/2009/sep/20/london-fashion-week-mark-fast

Hotcourse, Fashion Design Courses,

http://www.hotcourses.com/uk-courses/Fashion-design-courses-in-London/hc2_search.adv_col_do/16180339/0/search_category/JK.12/qualification/Z,Y,Q,R,T,U,V,C/town_city/GREATER+LONDON/page.htm