Close menu


Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Fashion journalism and PR. 2nd Edition

Watson, Carole (2019) Fashion journalism and PR. 2nd Edition. In: Fashion Journalism, Julie Bradford. Routledge, pp. 283-298. ISBN 9780815386841

Item Type: Book Section


The relationship between fashion journalists and PRs is one of the most important in the industry, and this chapter looks at how the two interact. Journalists go through PRs for news (new launches, collaborations), for research, for interviews (to gain access to designers and brand ambassadors), and for calling in products for shoots. PRs need journalists for coverage of their brands and to engage audiences without giving them the hard sell. Both sides describe how they build and nurture these contacts and maintain trust between them. It also explores accusations that fashion journalists have too close a relationship to PRs, to the detriment of their content. The balance of power between the two is undoubtedly shifting as audiences move on to social media, and this chapter also discusses how PRs work with influencers on behalf of brands, and how they see them in relation to the press

Full text not available from this repository.

More Information

Depositing User: Carole Watson


Item ID: 11394
ISBN: 9780815386841
Official URL:

Users with ORCIDS

ORCID for Carole Watson: ORCID iD

Catalogue record

Date Deposited: 18 Dec 2019 12:19
Last Modified: 17 Feb 2020 09:42