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Beyond the catwalk: Fashion public relations and social media in Australia

Cassidy, L. and Fitch, K. (2013) Beyond the catwalk: Fashion public relations and social media in Australia. Asia Pacific Public Relations Journal, 15 (1).

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This study explores social media use in public relations in the Australian fashion industry, using ethnographic inquiry and semi-structured interviews. There has been limited research into fashion public relations (fashion PR), despite the economic and cultural significance of the fashion industry. The findings suggest social media is transforming fashion PR, but its adoption is uneven, with overlaps in marketing and public relations activity. Participants use social media to engage fashion publics, keep up-to-date with trends, monitor competitors and promote clients. Bloggers are increasingly influential. Participants perceive they must embrace social media, or risk getting left behind. The findings contribute to understanding diverse public relations practices and the ways public relations activity is changing in response to social media.

Publication Type: Journal Article
Murdoch Affiliation: School of Arts
Publisher: Deakin University
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