Mastering PR: Your Essential Guide to Choosing the Perfect Agency

Background:

Public relations in fashion has drastically transformed, evolving from merely securing magazine features to managing 360-degree brand storytelling. PR agencies now handle everything from influencer partnerships to event management and social media strategies. Yet, selecting the right PR agency can be a daunting task, particularly for smaller brands or those at pivotal growth stages.

“Having a PR agency that really feels like a genuine organic extension of your team … is what’s going to enable you to plan together and collaboratively work on goals that you’re super aligned on,” shared marketing correspondent Haley Crawford.

Executive editor Brian Baskin and senior correspondent Sheena Butler-Young join Crawford to discuss how brands can evaluate potential PR partners, explore the challenges and opportunities in the modern PR landscape, and ensure a successful collaboration.

Key Insights:

• The PR industry has evolved significantly. Previously, PR agencies focused on securing mentions in traditional editorial formats, aiming for features in Vogue or Harper’s Bazaar. Today, their roles have expanded to represent brands across the full spectrum of physical and digital spaces, facilitating a cohesive story across all facets.

• Building relationships remains central to PR success. “The ability to build and maintain relationships has always been a crucial skill in PR, but it looks different today,” says Crawford. Publicists now go above and beyond to create communities around the brands they represent, fueled by a passion for their work.

• As artificial intelligence increasingly influences brand strategies, PR agencies must adopt innovative, human-centric approaches to set themselves apart. This includes facilitating unexpected partnerships and creating events that connect consumers with brands.

• When meeting with a potential PR partner, think of it as a job interview. “Could you see them being part of your in-house team? Are they passionate about developing your brand story?” advises Crawford.

Additional Resources:

• How to Choose a PR Agency: A good agency can feel like an extension of a brand and bring fresh expertise towards telling its story. But choosing the right partner is growing more complex as the definition of PR rapidly evolves.
• What Fashion PR & Communications Professionals Need to Know Today: This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion’s creative landscape.