“PR, in the traditional sense, is dead,” says Jim Nichols in a recent blog for Forbes. He cites traditional PR as only a “small sliver” within a multi-faceted strategic plan that companies must now adopt in order to survive within today’s new media marketplace.

Yet, editors, media representatives, and marketing professionals continue to get a variety of pitches and press releases every day from press agents promoting a specific product, person, or event. But, as Nichols suggests, most of these pitches become ultimately irrelevant to those to whom they are directed. In general, PR pitches suffer from a lack of audience awareness, sloppy writing, and, perhaps more egregiously, overly-simplistic and even extraneous information.

In order to survive in today’s increasingly diffuse digital media marketplace, it seems clear that PR pros need to adapt their tactics. Gone are the days when press releases communicated information that was generally unavailable in other places. The age of the internet now brings instant access to a wealth of knowledge across industries, which means that people are generally smarter, less patient, yet hungry for the latest news and updates. This is especially true for fashion, which is already more reactionary, spontaneous, and thus real-time sensitive than other industries.

Out with the Old

Photo Credit: OLD VS. NEW

Traditional press releases were designed to convey news and information about a particular product, event, or company in a fixed template with formal, often industry-specific language. The set format of these releases worked well for a print-centric world with limited or fixed communications channels. Indeed, media and marketing professionals have long relied upon press releases of this type to source quotes, insider information, and news that one couldn’t find anywhere else.

Yet, the advent of online media has changed the rules of the game. Technologies like email, Twitter, and Facebook have introduced a level of casualness to written and spoken language that has to some extent destroyed the old standards of business communications.

This change in how people interact is both a good and a bad thing. The reduction in formality means that professionals can arguably get their point across in a much more effective, yet friendly manner in order to appeal to a more general audience. On the other hand, the lack of rules about what is acceptable in modern communication means that many people forget or don’t seem to know the difference between professional and personal writing.

Like many people, PR pros have either succumbed to the new casualization of the business environment or have not changed at all, relying upon the predictable approach of traditional press releases, only applied as an email attachment. Yet, both of these approaches are, to a large extent, outdated and do not reflect the communications habits and preferences of modern media and marketing professionals. This means that PR pros need to rethink the who, what, and why of press materials in order to get their point across.

In with the new…Press Release

In general, the efficacy of a press release now rests in the ability to create a targeted message that is at once detailed yet brief. It should contain an overview of the client and thorough, but not exhaustive information about the product, event, or update that is being promoted. Fashion media and marketing professionals are interested in new and exciting ideas, but don’t want to be bored with a complete history of a client’s company or a full page of quotes from its executives.

When authoring a press release, like any type of written product, it is also critical to consider language carefully. A modern press release does not need to utilize ultra-formal wording but also should not be too casual or emphatic. Adjectives should be kept at a minimum and fluffy sparkle words (like “amazing,” “gorgeous,” and “incredible”) should be minimized. This type of language draws attention from central messaging and may prevent people from taking one’s materials seriously.

Know Your Audience

Photo Credit: Social Implications

On the other hand, PR pros must not forget about the importance of intended audience. Press releases should not be overly simplistic. Media and marketing professionals who receive most press materials is likely a subject matter expert, which is why they receive pitches in the first place. While one does not want to be condescending, it is almost as egregious to be too general because it won’t effectively capture the interest of an educated audience.

For this reason, it is critical to gear information specifically to one’s reader. PR pros should do their homework on exactly who will be reading their materials and target language and information accordingly. For instance, a senior buyer at a fashion house is not likely interested in reading the life story of a designer behind an upcoming runway presentation, but rather wants to know about the uniqueness of the collection and specific details about the event.

Being relevant and specific can also help PR pros build important relationships with media and marketing representative that will make it easier to communicate future news and information. Indeed, it seems clear that PR, like social media, is now all about making connections.

In an article for Mashable, Mark Hopkins comments that modern PR pros ideally should serve “as connectors to the businesses that employ them, it seems, as well as to the journalists they use to propagate their message…. Being a connector is thinking in terms of what the public wants to hear and what the journalist likes to write as opposed to what shape and spin the story should have.”

PR is not Digital Strategy

Furthermore, while PR has an important place in bringing exposure to products, designers, events, products, and brands, the function of the industry itself has arguably become more circumscribed or at least nuanced in an increasingly digital world. That is, PR is fundamentally separate from digital strategy and should remain so to allow brands and individuals to leverage upon the influence of each respective industry.

In other words, PR pros should not find themselves designing Facebook marketing initiatives or social media campaigns. Yes, both PR and digital strategy involve the art of promotion to a certain degree. But, PR is centered on interpersonal relations and the propagation of news, not digital technology or product-oriented sales. Indeed, marketing is driven by sales- and market-related factors, whereas PR is about communicating information in a compelling and effective manner.

R.I.P., Old PR

In all, PR has a critical function within the fashion industry in terms of keeping people informed and building a buzz with brand news, product releases, and forthcoming events. Yet, PR pros need to up their game and keep things timely, relevant, and interesting in order to best represent their clients in today’s fast-moving digital marketplace.

As Nichols comments, “It’s time to mourn the passing [of traditional PR] and celebrate the future. The future is a still-being-defined conglomeration of public relations, digital strategy, media relations, marketing and what we will call ‘direct engagement,’ which includes everything from formal conferences to working sessions to webinars.”

Ideally, brands should utilize a balanced marketing and PR strategy that complements their unique identity. Larger companies may find more of a need for the quick promotional value that PR offers among an established client base, whereas smaller companies may find that a solid digital media strategy brings faster outreach and more exposure.