Working in fashion PR – An Interview with myself

I was asked to answer a few questions for a book that was never published and instead of wasting the content I thought I would share it with you.

Have you always been interested in working in PR?

Not always to be honest. Before I started a course at University, I worked in TV as a runner and an extra for a locally filmed programme Where The Heart Is and channel’s 4’s comedy series Shameless. It was television and the advertising route that interested me the most but as it turns out, I landed a job in PR and I wouldn’t look back.

What are the three most important factors to consider when working in PR?

Time management, persistence and being able to think outside the box.

In relation to the fashion world what do you think are the best PR methods?

It depends which area of fashion you work in to be honest but focusing on current trends and creating tailored look-books, product press releases and creative content are all practical methods. Networking with magazine editors, journalists and fashion bloggers is also key.

Social Media channels should be used during research as there is always live- real time conversation taking place.

How did you get where you are today? (e.g experience, education, past jobs etc)

My degree has definitely helped and without it I wouldn’t have been able to apply for certain jobs. However a lot of ‘personal development’ like writing a blog, working with charities (Oxfam) and work experience placements have aided with my career progression.  Learning about the online world and digital media in my first job role was also highly beneficial.

What is included in your role as the PR and Marketing executive at Daniel Footwear?

I manage the PR activity for over 30 boutique stores and an online store, I liaise with journalists, magazine editors and fashion bloggers to spread the word about new products and any stories we may have. Social media is also a big part of my job, making sure I engage with customers through generating interesting news, setting incentives, showing off new products and answering queries. Other tasks include creating look books, gift guides, setting up engaging competitions and putting together innovative copy for e-shots, the blog and store promotional material.

Outside of the role, I look for opportunities to get involved with journalists who are writing about topics I can get involved with. Examples include, Marketing Week, The BBC and the Digital Journal.

What are your favourite parts of your role?

Apart from witnessing new amazing bags and shoes on a daily basis. The satisfaction of knowing that my hard work and own words have made it into publications.

What are the not so good parts?

This industry is very tough at times and you have to take rude people with a pinch of salt. Journalists can also twist and turn your words which can be very frustrating.

What has been your career highlight so far?

Standing up in front of a school hall full of children and presenting an 11 year old girl with some fantastic prizes. She was so happy bless her. Also seeing my name on the BBC website!

What advice would you give someone who wants to follow in your footsteps?

If you want to work in PR, make sure you are prepared to work for free in the early days, give up more time than expected and always listen to those ‘above you’. Advice is key! Remain persistent when job hunting and don’t take no for an answer.


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