Summary of “How to Choose a PR Agency” – The Business of Fashion Podcast
Release Date: January 14, 2025
Host: The Business of Fashion
Guest: Haley Crawford, BoF Marketing Correspondent
Introduction
In the episode titled “How to Choose a PR Agency”, hosts Brian Baskin and Sheena Butler Young delve into the critical role Public Relations (PR) agencies play in the fashion industry. They are joined by Haley Crawford, BoF’s Marketing Correspondent, who provides expert insights into selecting the right PR partner for fashion brands of all sizes.
The Evolving Role of PR Agencies
Haley Crawford begins by defining the modern functions of PR agencies in the fashion sector:
“PR agencies are brands' representatives in the public eye. Their goal is to bring in expertise, networks, and knowledge to help build buzz around a brand, get their name out there, and help shoppers discover them.”
[01:26]
Crawford emphasizes that PR agencies now handle a broad spectrum of activities beyond traditional media coverage, including influencer collaborations, social media strategies, affiliate marketing, and event organization. This expansion reflects the dynamic nature of brand engagement in both physical and digital spaces.
Shifts in PR Operations and Industry Needs
Brian Baskin prompts Crawford to discuss why the topic is particularly relevant now:
“PR agencies were really dedicated to getting brands mentions in more traditional editorial formats like magazines. Today, PR firms have taken on a much broader set of capabilities.”
[02:17]
Crawford explains that the digital transformation has necessitated PR agencies to adapt, enabling them to represent brands across various platforms where consumers interact and discover new labels.
Case Study: Elena Velez and Mode World
One of the standout examples discussed is designer Elena Velez and her collaboration with PR agency Mode World:
“Elena Velez... partnered with Mode World because they share the same values. They help protect her creative ideas and advocate for her, enabling her to pursue collaborative and commercial opportunities.”
[03:14]
Velez’s partnership with Mode World illustrates how a PR agency can effectively amplify a brand’s unique voice and facilitate unconventional collaborations, such as her recent tie-up with OnlyFans for her spring 2025 collection.
Navigating PR for Emerging Brands
Sheena Butler Young raises a pertinent question about when an emerging brand should seek PR representation:
“Sheena: When does a brand like, of that size start looking for PR?”
[04:08]
Haley Crawford responds by highlighting that even emerging brands benefit significantly from early PR engagement to elevate their storytelling and manage public perception, especially when navigating controversial or high-profile events.
Transitioning PR Agencies: Todd Snyder’s Example
The discussion shifts to larger brands, using Todd Snyder as a case study:
“Todd Snyder switched to KCD to expand into the European market, leveraging KCD’s international presence to establish a physical footprint in Europe.”
[07:34]
Crawford notes that the decision to transition to a larger, more globally equipped PR firm often aligns with a brand's growth objectives and geographical expansion plans.
Challenges for Smaller Brands in Securing PR Support
An Instagram comment is referenced, voicing concerns about smaller brands struggling to attract top-tier PR agencies:
“Haley Crawford: Some of the biggest PR firms don’t automatically dismiss small brands. For instance, Purple PR partnered with Willy Chavarria early in his career and continued to support his growth.”
[06:16]
Crawford reassures that major PR firms are open to nurturing small brands, provided there is a mutual fit and the brand demonstrates potential for growth.
Essential Skills for Modern PR Professionals
Sheena Butler Young inquires about the necessary skill sets for PR professionals today, considering the high turnover in the industry:
“Sheena: What are the skill sets today that make someone successful in PR and want to stick in the industry for the long haul?”
[11:25]
Haley Crawford emphasizes the importance of relationship building, community creation, and adaptability to emerging platforms:
“Publicists today have to build communities around the brand and stay on the cutting edge of where people are discovering and interacting with brands.”
[12:56]
Passion for the brands they represent and the ability to creatively leverage connections across industries are also highlighted as crucial attributes.
Identifying Red Flags in PR Agencies
The conversation addresses potential pitfalls when selecting a PR agency:
“If you're only paired with junior staff or the agency is overloaded with clients, you might not get the desired results.”
[08:38]
Crawford advises brands to thoroughly vet agencies by asking detailed questions about team experience, past projects, and client satisfaction. Additionally, she recommends initiating short-term projects before committing to long-term contracts to identify any red flags.
Avoiding Over-Promising by PR Agencies
Sheena Butler Young brings up concerns about PR agencies overpromising their capabilities:
“Haley Crawford: Ensure alignment on goals and KPIs. If the agency isn't delivering, it requires a conversation.”
[17:53]
Crawford underscores the necessity of clear, measurable objectives and maintaining open communication to manage expectations and assess agency performance effectively.
The Future of PR in the Face of Emerging Challenges
Looking ahead, Crawford discusses the evolving landscape shaped by potential platforms changes, such as a TikTok ban, and increasing consumer fatigue with traditional advertising:
“PR agencies will need to find more creative ways to break through the noise, such as unexpected partnerships and immersive events.”
[20:57]
She highlights the critical role of human and creative touch in an era dominated by AI advancements, advocating for authentic brand storytelling to engage audiences deeply.
Final Advice: Building a Symbiotic PR Relationship
As the discussion wraps up, Crawford offers key advice for brands seeking PR partnerships:
“Think of it as a job interview. Can you see them being part of your in-house team? Do they feel passionate about your brand story?”
[24:16]
She emphasizes the importance of establishing a genuine rapport and ensuring that the PR agency feels like an organic extension of the brand’s internal team. This synergy is essential for effectively representing and amplifying the brand’s narrative.
Conclusion
The episode concludes with Brian Baskin thanking Haley Crawford for her invaluable insights and encouraging listeners to read her detailed article, “How to Choose a PR Agency”, available on the Business of Fashion website.
Notable Quotes:
- “PR agencies are brands' representatives in the public eye... helping shoppers discover them.” – Haley Crawford [01:26]
- “Mode World really helped her do that. They helped protect her image, her creative identity.” – Haley Crawford [04:21]
- “We have to really feel that brand story, feel connected to the spirit of the brand.” – Haley Crawford [12:56]
- “Think of it as a job interview. Could you see them being part of your in-house team?” – Haley Crawford [24:16]
This comprehensive discussion offers a nuanced understanding of the pivotal role PR agencies play in the fashion industry, the evolving demands placed upon them, and strategic considerations for brands at every stage of their growth.