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Anne Valérie Hash at French Elle March 2009
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FIELD GUIDE: HOW TO BE A FASHION DESIGNER
will have headquarters in the different
countries where it operates.
One of the most important functions
of the press office is to transmit a
message that is coherent with the
identity of the brand, something which
requires total assimilation of the
brand’s culture and concept. There
are many different ways to present
this message to the media, which will
subsequently disseminate it among
the public. The most common is the
communiqué. This is a precise text
about a news item or a specific event
structured in the following way: state-
ment, a brief summary of the news
that grabs the audience attention;
body, the nucleus of the text that con-
tains all the vital information that one
wishes to transmit; and the ending.
Through clippings, a collection of all
the appearances of the brand or
designer in the media in the form
of news, the press office can evalu-
ate its work, both quantitatively (the
number of publications in which the
communiqué has appeared) and qual-
itatively (the number of media outlets
that have spoken positively about the
brand), and extrapolate information.
PUBLIC RELATIONS
The aim of public relations is to pro-
mote the image of the brand among
Anne Valérie Hash at Spanish Vogue March 2009
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esigner
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COMMUNICATION
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Poulain & Proust Communication for Vincent Schoepfer
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esigner
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