Fashion CommunicationWeek 1-2 – Overview and Fundamentals; Public Opinion

•Planned and sustained

effort to establish and

maintain mutual

understanding between

an organization and its

publics.

A public is a group of people who

have a common interest or common

values in a particular situation

MARKETING ADVERTISING

PUBLIC

RELATIONS

PUBLIC

RELATIONS

UNBIASED

INFORMATION

“I wish those people

would not buy my clothes

– they were made for

upper-class whites.”

• News Releases

• PSA’s

• Guest Editorials

• Media Tours

• Interviews

• Photos/Captions

• Video News

• Special Events

• Sponsorship/Contributio

n

• Press Meetings

• Speaking Opportunities

• Bylined Articles

• Other Innovative Venues

• Add Credibility

• Probe New Markets

• Test Demand for New Products

• Establish or Increase

awareness

• Control Frequency

• PSYCHOLOGIC

AL

• Brand

Recognition

• Manufacturer

Reputation

• Retailer

Reputation

• PHYSICAL

• Price

• Quality

• Design

• Public Opinion is FLUID and

VOLATILE

• Hadley Cantril’s Law

• Factors that shape Public Opinion• Media

• Family and Friends

• The Company’s Communications

• The Product

MAGIC BULLET THEORY

• Soliciting Media Exposure

• Word of Mouth

• Advertising, PR and Promotions

• Ethical Issues

• By Medium

• Print

• Broadcast

• Online

• By Type

– News

– General

Interest

– Trade

– Owned

• Roles

– Informing the

Public

– Unbiased

Reports

– Bringing the

Community

Together

• http://www.adweek.com/news/pres

s/meet-most-powerful-woman-

cond-nast-149305?page=1

• http://www.adweek.com/news/adve

rtising-branding/what-man-who-

invented-rolling-stones-can-teach-

you-about-branding-152719

• Choose two brands you are most familiar with.

• Collect a wide range of Advertising and Public Relations references for the chosen brand.

• Compare Both efforts and explain why one worked best over the other.

• Search for Public Relations Code of Ethics in the Philippines.