Communication Strategies for Fashion

Catalog description

Provides an understanding of professional public relations (PR) practices for the fashion industry where consumer perception is integral. In their work with fashion designers, retailers and manufacturers, PR practitioners are involved in almost every aspect of fashion, from forecasting trends and working on designer collections, to launching new lines and helping clients grow their brand. Fundamental skills involve public relations writing and marketing strategy. Students research and write various PR documents including pitches, press releases, fact sheets, backgrounders, bios and blogs focusing on fashion-related topics. Students focus on web-based PR strategies, including social media campaigns and online pressrooms. The course is run as a fashion public relations agency, and students choose a real or fictitious fashion brand (a new client) which they use as the target organization for all assignments. Requires students to complete a full brand strategy and develop both a traditional and digital communications plan for the organization. They need to produce and create all the components of a press kit, as well as a series of public relations writing assignments that include everything from press releases to media pitches. They work on social media calendars and create a social media influencer campaign for the brand. For the final presentation, students learn how to plan and promote a fashion event from start to finish.