Editing Fashion (section)

==Public relations and social media==
[[File:Ines Sainz.jpg|thumb|upright|A Mexican sports reporter [[Inés Sainz]] wearing a [[little black dress]] and knee-high boots]]

Fashion [[public relations]] involves being in touch with a company's audiences and creating strong relationships with them, reaching out to media, and initiating messages that project positive images of the company.<ref>Sherman, G., & Perlman, S. (2010). Fashion public relations. New York: Fairchild Books. In Cassidy, L. & Fitch, K. (2013) Beyond the Catwalk: Fashion Public Relations and Social Media in Australia, Asia Pacific Public Relations Journal, vol. 14, No. 1 & 2, Murdoch University.</ref> Social media plays an important role in modern-day fashion public relations; enabling practitioners to reach a wide range of consumers through various platforms.<ref>{{Cite news|url=https://www.adweek.com/digital/oliver-tan-visenze-guest-pot-fast-fashion/|title=How Social Media Contributed to the Rise of Fast Fashion|access-date=2018-10-02}}</ref>

Building brand awareness and credibility is a key implication of good public relations. In some cases, the hype is built about new designers' collections before they are released into the market, due to the immense exposure generated by practitioners.<ref>Westfield, A. M. (2002) The Role of Public Relations in Redefining Brands in the Fashion Industry, University of Southern California, Los Angeles, California.</ref> Social media, such as blogs, microblogs, podcasts, photo and video sharing sites have all become increasingly important to fashion public relations.<ref>Experian. (2012). Getting the most from social: An integrated marketing approach. Retrieved from www.experian.com.au/assets/social/getting-the-most-from-social.pdf in Cassidy, L. & Fitch, K. (2013) Beyond the Catwalk: Fashion Public Relations and Social Media in Australia, Asia Pacific Public Relations Journal, vol. 14, No. 1 & 2, Murdoch University.</ref> The interactive nature of these platforms allows practitioners to engage and communicate with the public in real-time, and tailor their clients' brand or campaign messages to the target audience. With blogging platforms such as Instagram, Tumblr, WordPress, Squarespace, and other sharing sites, bloggers have emerged as expert fashion commentators, shaping brands and having a great impact on what is 'on trend'.<ref>[http://www.odwyerpr.com/profiles/O%27Dwyer%27s%20Magazine%20-%20Sep.%202010.pdf Dalto, A. (2010, September). Brands tempt female bloggers with 'swag'. O'Dwyer's Communications and New Media: The Fashion Issue, 24(9), 12–13.] {{Webarchive|url=https://web.archive.org/web/20150924054905/http://www.odwyerpr.com/profiles/O%27Dwyer%27s%20Magazine%20-%20Sep.%202010.pdf |date=2015-09-24 }} in Cassidy, L. & Fitch, K. (2013) Beyond the Catwalk: Fashion Public Relations and Social Media in Australia, Asia Pacific Public Relations Journal, vol. 14, No. 1 & 2, Murdoch University.</ref> Women in the fashion public relations industry such as Sweaty Betty PR founder [[Roxy Jacenko]] and Oscar de la Renta's PR girl Erika Bearman, have acquired copious followers on their social media sites, by providing a brand identity and a behind the scenes look into the companies they work for.

Social media is changing the way practitioners deliver messages,<ref name="conceitom.com.br"/> as they are concerned with the media, and also customer relationship building.<ref>Noricks, C. (2006). Social media sites are often the first experience a consumer has with a fashion brand. From style to strategy: An exploratory investigation of public relations practice in the fashion industry. Unpublished master's thesis, San Diego State University, San Diego, CA. in Cassidy, L. & Fitch, K. (2013) Beyond the Catwalk: Fashion Public Relations and Social Media in Australia, Asia Pacific Public Relations Journal, vol. 14, No. 1 & 2, Murdoch University.</ref> PR practitioners must provide effective communication among all platforms, in order to engage the fashion public in an industry socially connected via online shopping.<ref>{{cite web |last1=Wright |first1=M. |date=Feb 11, 2011 |title=How premium fashion brands are maximizing their social media ROI |website=Mashable |url=https://mashable.com/2011/02/11/fashion-brands-social-media-roi/ |url-status=dead |archive-url=https://web.archive.org/web/20210118081606/https://mashable.com/2011/02/11/fashion-brands-social-media-roi/ |archive-date= Jan 18, 2021 }} in Cassidy, L. & Fitch, K. (2013) Beyond the Catwalk: Fashion Public Relations and Social Media in Australia, Asia Pacific Public Relations Journal, vol. 14, No. 1 & 2, Murdoch University.</ref> Consumers have the ability to share their purchases on their personal social media pages (such as Facebook, Twitter, Instagram, etc.), and if practitioners deliver the brand message effectively and meet the needs of its public, word-of-mouth publicity will be generated and potentially provide a wide reach for the designer and their products.