FashionPR.com Interview : Sophie Sheikh - Preo PR

A fashion PR is responsible for raising the profile of a fashion brand or designer, achieving the best possible press coverage across a range of target publications/outputs.

Understanding your client and their needs must be at the heart of what you do. Passion for the brand is vital, and you must be willing and able to communicate regularly and effectively with your client. The next stage of course is to establish and maintain equally good relationships with your target press, I believe the successful fashion PR will benefit far more from nurturing a smaller number of solid relationships with the fashion press than flitting between hundreds of mediocre relationships.

Understanding of what the designer wants and needs to achieve, an agreement of goals and aspirations, an active, and positive input who is effectively an extension to their business.

Recommendations and trial periods

Work experience; with a few different agencies but do try to secure a placement longer than just a week or so – will look better on your CV if an employee can see you have progressed in a role and earned more responsibility