This document provides an overview of fashion communication and public relations. It discusses how public relations aims to establish understanding between an organization and its publics. Public opinion is fluid and shaped by various factors like media, family, the company's communications, and the product. The document also outlines different public relations strategies and tactics companies can use like news releases, media tours, and special events. It emphasizes that public relations provides unbiased information to add credibility and bring awareness to brands or products.

1. Fashion Communication
Week 1-2 – Overview and Fundamentals; Public Opinion

3. •Planned and sustained
effort to establish and
maintain mutual
understanding between
an organization and its
publics.

4. A public is a group of people who
have a common interest or common
values in a particular situation

5. MARKETING ADVERTISING

6. PUBLIC
RELATIONS

7. PUBLIC
RELATIONS
UNBIASED
INFORMATION

10. “I wish those people
would not buy my clothes
– they were made for
upper-class whites.”

22. • 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

23. • Add Credibility
• Probe New Markets
• Test Demand for New Products
• Establish or Increase
awareness
• Control Frequency

25. • PSYCHOLOGIC
AL
• Brand
Recognition
• Manufacturer
Reputation
• Retailer
Reputation
• PHYSICAL
• Price
• Quality
• Design

26. • 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

27. MAGIC BULLET THEORY

28. • Soliciting Media Exposure
• Word of Mouth
• Advertising, PR and Promotions
• Ethical Issues

30. • By Medium
• Print
• Broadcast
• Online
• By Type
–News
–General
Interest
–Trade
–Owned
• Roles
– Informing the
Public
– Unbiased
Reports
– Bringing the
Community
Together

31. • 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

32. • 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.