In the dynamic world of fashion and consumer goods, selecting a public relations (PR) agency has never been more vital yet increasingly intricate. With the landscape reshaped by social media and rapid communication, the importance of finding a partnership that aligns with brand goals is paramount. As exemplified by designer Elena Velez, who sought a PR agency ahead of her spring 2025 show, brands today require more than just traditional PR strategies. They desire a partner that comprehends their unique voice and can effectively communicate that to a diverse audience.
The Evolving Landscape of PR
Gone are the days when PR solely revolved around media placements and press releases. The modern PR agency must now navigate a broad spectrum of tactics, including influencer marketing, event production, and a keen understanding of cultural trends. Velez illustrates this shift; she was determined to find an agency that understood her “conversation-provoking” ideas while also being able to mitigate potential backlash, something that has become increasingly crucial in today’s environment.
As noted by Savannah Engel, the founder of the agency Savi, the predictable plans of action that once characterized PR strategy have vanished. Today’s agencies need to be agile, ready to pivot and adapt to the brand’s shifting needs. This often includes a mix of services tailored to different project phases—from runway show production to influencer outreach.
Key Factors to Consider When Choosing a PR Agency
1. Alignment with Brand Values: It’s essential to select an agency that resonates with your brand’s ethos. As Velez found, the connection with Modeworld, a New York-based agency, was rooted in shared background and similar values. “I just need people who can be fearless and aggressive,” she said, indicating a need for partners who not only understand the brand but are willing to take risks alongside it.
2. Expertise and Flexibility: Brands, especially smaller ones, might require PR firms for specific projects rather than full-time engagements. This could range from ramping up PR efforts for a product launch to seeking influencer collaborations when entering a new market. Lisa Bubbers of Studs highlights the need for agencies to offer customizable services, turning strategies on and off according to the brand’s life cycle.
3. Comprehensive Capabilities: As brands scale, they often need a wider array of services. Andrew Lister from Purple PR notes that larger clients now look for agencies that provide expertise across different sectors like hospitality, entertainment, and more—not just focused on PR. The former menswear brand of Todd Snyder also experienced this transition; after reaching significant revenue milestones, Snyder chose KCD for its global presence, indicating the necessity for agencies to match a brand’s expanding scope.
4. Cultural Knowledge and Networking: It is crucial for a PR agency to have insight into the local market and an extensive network that can facilitate introductions and partnerships. Amorepacific, for example, sought Bollare to leverage its local presence in the US market, emphasizing the need for targeted local expertise. Connections can lead to valuable collaborations, enhancing brand visibility and engagement.
5. Chemistry and Communication: The right chemistry between the brand team and the agency can make or break the partnership. Rachna Shah from KCD suggests that potential clients should assess whether the agency feels like an extension of their team. A successful PR partnership should involve collaborative brainstorming rather than a simple hand-off of tasks. This partnership approach ensures that the agency is motivated and invested in the brand’s success.
Conclusion
Choosing a PR agency is an essential strategic decision for any brand seeking growth and visibility in a crowded marketplace. It requires a careful evaluation of expertise, cultural fit, and mutual goals. The relationship should feel like a true partnership, where both parties work collaboratively toward shared objectives. As the PR landscape continues to change, brands that cultivate these relationships with insightful and adaptive agencies will likely find greater success in navigating public narratives and enhancing their brand image.
