As we bring you the Inside View on the fashion industry, we’ve been talking to everyone from Fashion Editors to Showroom Owners, to find out how to get into the different areas of the industry and once you’re there, how to make it work for you. This week, we spoke with Portia Shaw, Director of International PR Agency, POP PR. Having worked with emerging and luxury designers, established her own agency and expanded this across the Atlantic, Portia has years of experience and knowledge on her chosen career.
If you’re looking to get into PR, gain some experience or are simply curious, check out the five lessons below, on how to succeed in Fashion and Lifestyle Public Relations.
Having the right attitude is everything…
You simply need to have masses of common sense, be creative and as simple as it sounds, a nice person- it will take you far. If you make a mistake that’s fine just don’t make the same one twice. Above all smile and simply do what you are asked to do.
Why you should be nice to everyone you meet…
If someone reaches out for something we are not able to loan to I let them know and explain why. Many people would just ignore those emails, who knows where anyone’s career will progress to, an Assistant could very well end up being an A-Listers stylist!
On getting an internship or placement…
Simply find a PR that looks after brands that you love and ask them for an internship, state clearly how long you are looking to do it for and why you like their agency.
When to branch out on your own…
Absolutely I would recommend starting your own agency, I love my job! But wait until you have 5 years’ experience before doing it.
The pro’s and con’s of Public Relations…
The con is that you need to have thick skin and think quickly, this is not for the faint hearted. The biggest pro is that you get to work with awesome clients!
Words and Interview by Annabel Waterhouse-Biggins