Monthly Archives: May 2012

Has the Grim Reaper come for PR?

Is traditional public relations dead? There was a time where PR was limited to the sending of media releases, launching an even- a fun run or charity ball, or celebrity endorsements.

However, engaging an agency to organise an event or get your name in the paper is no longer enough. There is a need to target the public across all media platforms and today these include Twitter, Facebook, Instagram, Pintrest, Tumblr, YouTube to name but a few.

The public want their interest piqued, we crave the different, original and the shocking and we crave it instantly, in an easy to consume, time efficient way.

This is why magazines like Marie Claire have actively engaged with new tools of communication, why we are seeing traditional organisations with history, such as David Jones launching online shopping websites and why traditional forms of PR, such as a magazine launch, can be promoted through a blog.

The concern here is whether these developments leading to the death of traditional PR?

I’m inclined to say no. A celebrity with the clout of Miranda Kerr or George Clooney can still pull a crowd and generate results for the organisations they represent.


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However, while the traditional PR is by no means irrelevant, it definitely needs to and and has adapted to be able to reach the public across all mediums.

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Today’s fast paced world has seen the beginning of the death of traditional, nostalgic means of communication. When was the last time you sent a letter, a proper, handwritten letter to a friend or lover, taking up pages and pages of paper? Letters are something for someone to keep and to remember for years to come.


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So what happens when today’s world is one that works in 140 characters or less? A world where time is a valuable commodity and so accuracy, brevity and clarity are values given priority above tradition and romance.

Messages are short and to the point, we TXT instead of call and Tweet instead of everything else.  The threat of the extinction of romance and tradition is becoming ever more real as technology develops and as these habits become standard behaviour.

The fashion industry, as purveyors of romance, luxury, story telling, are having to adapt to the changes in their consumers’ lives, and to embrace new mediums like Twitter and Facebook to communicate these values to their consumers.

Fashion houses among those of Dior and Chanel, with their history and longevity are turning to ever more visual means of communication, videos, movies, whimsical images, to keep the romance of their world alive and fighting. Through Twitter, these values can be, are are being communicated, en mass to the new generation of consumers.

A new kind of romance is sweeping the world, and it’s digital.

Romance through the ages

Blogging is power

Today, blogs are a trendy and valued medium, and the fashion industry is putting down its’ skinny latte and taking notice. Bloggers are the unbiased opinion closing the gap between the industry and the consumers it depends on.

Once upon a time however, a blog was merely a means for someone to voice an opinion, and every blog, really, starts out this way. There is an element of honesty and innocence attached to the idea of one person letting their raw opinions loose on the World Wide Web.

The informality and familiarity between a blogger and its readers, the relationship generated, has been identified by the fashion industry as a valuable medium for targeting new clients. Readers follow blogs that they identify with, who’s opinions they value and are therefore largely influenced by these opinions.

Fashion blogs are becoming trend setters above the industry. Bloggers do the work that consumers don’t have the time or effort to do, filtering through the myriad of designs produced and promoting the selection that they value the most.

Today, the fashion industry is clamouring for bloggers and the potential clients they bring with them, to the point where fashion companies with the clout of Bottega Veneta and Chloe are seeking out bloggers to comment on an event, a new item, basically, to generate publicity.

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