PR for fashion brands - free course from Skillbox, training, Date: November 29, 2023.

Introduction
Meet the teacher. Find out where to start a career in the fashion business. Understand the difference between PR, advertising and marketing. Learn to distinguish between good and bad PR.

PR profession in Fashion
Understand the key functions of a PR manager in Fashion. You will understand the specifics of working in a brand, in an agency and as a freelancer. Improve your hard and soft skills. You will be able to present yourself as an expert in promoting fashion brands.

Networking
You will understand how to solve work issues with the help of useful contacts. Learn about effective and failed networking techniques. Keep a notebook with the necessary contacts.

PR as part of the marketing strategy in Fashion
You will learn how to create a brand platform and where to start promoting. You will understand how to set goals and objectives for a PR campaign, and learn how to create a PR plan. Think over a scheme for promoting a niche fashion brand.

Fashion and PR
Learn to understand the needs of fashion journalists and communicate productively with them, find and cover fashion news stories. Find out the latest trends in PR and learn how to use them effectively.

Brand analysis
Learn to identify the strengths and weaknesses of a fashion brand and find opportunities for development. You will be able to create and improve your brand image. Determine a suitable niche and analyze competitors.

Audience Analysis
You will understand who your client is and what their needs are. Learn to analyze your audience and speak to them in understandable language.

Positioning
Learn how to shape your brand positioning and stand out from your competitors. Select channels of communication with the audience. You will understand when and why you need to do repositioning.

Storytelling
Learn to create, design and publish selling stories and press releases.

PR plan
You will learn how to create an effective PR plan and what to do if there are no news channels.

Classic PR tools
Learn to choose effective promotion channels and gather a pool of journalists and influencers. You will be able to come up with interesting fashion events and create bright special projects online.

New PR tools
You will learn how to use guerrilla techniques in promoting a fashion brand. You will be able to create hype and viral content, use new media formats for promotion.

Communication with influencers
Learn to interact with celebrities. Find out how to interest bloggers. You will be able to find ambassadors for the brand.

Partnerships
Learn how to choose partners for collaboration. Learn to stir up interest in the event and properly cover it in social networks and the media.

Community building
Master techniques for communicating with loyal and disloyal customers. You can make people talk about you on the Internet.

Network approach
You will understand which social networks are best to use to promote your brand. You will be able to create highly cited posts, create a content plan and budget for promotion.

Image events
Learn to distinguish between types of PR events. You will understand how to choose models and participate in fashion shoots. You will learn how to hold an event that all the media will write about.

Project management
Learn how to organize a PR campaign for a fashion brand from scratch. Learn the principles of effective time management to complete tasks on time.

Entering the international market
You will learn the specifics of showrooms in Europe and the terms of cooperation with Western companies. You will be able to participate in the exhibitions Tranoi Paris, Pitti Filatti and Pitti Bimbo. You will understand what a linesheet and lookbook contract are. Make a list of documents for organizing deliveries.

PR without a budget
Learn to create news channels and communicate effectively with journalists, celebrities and influencers. You will be able to write interesting articles and catchy press releases. Come up with a viral news story for free publication in the media.

Key PR trends in the fashion industry
You will understand what digitalization, synthetic approach and hybrid events are. Explore the main types of content and the most popular topics. You will be able to avoid “slippery” questions in publications and mitigate reputational risks.

Personal PR
Determine the goals and objectives of self-PR. You will understand what personal qualities will help you advance. You will learn what and how to write about yourself on social networks in order to create the desired image. Create a professional Instagram account and create a monthly publication content plan.

Graduation project. PR strategy for promoting a fashion brand
You will develop a promotion strategy based on a real brief from the customer.