There is a phrase ‘saving face’ which refers to preserving reputation. This is a psychological term which can be related to brands- who strive to put their ‘best face’ forward, wanting to appear desirable in order for a consumer to buy into them.

Being the biggest geek for anything psychology, the origins of public relations is truly fascinating and shows the different levels of PR, more complex than making a product look appealing. The methods of PR may have changed over time, originating as propaganda and now being largely influencer dominated, but the overall strategy remains the same; to understand the consumer thoroughly and target them in a way that makes them realise a need for a product rather than a want.

Edward Bernays is known as ‘the father of public relations’ and created the term ‘public relations’ as the word ‘propaganda’ was too controversial and felt ‘advertisement’ was too mundane. Bernays was involved in the women’s liberation movement in America, encouraging women to smoke in public despite social taboos. He hired women to march while smoking their ‘torches of freedom’ in the 1929 Easter Sunday Parade.

The above image is an example by Bernays, used to encourage women to smoke. He was able to manipulate the consumer by focusing on women replacing cigarettes for food in order for them to get/maintain a ‘slender’ figure. He felt this was a priority to women as a demographic and was clever with his approach as the ad is more focused on the prevention of gaining weight than the product itself. This may have had people that didn’t previously consider smoking to change their mind if their thought process is along the lines of ‘maybe I have been overindulging lately, this may be a solution.’ and then take action and buy the product.

Moving forward in time, PR is no less crucial in branding, most fashion brands having their own PR team. In Summer 2017, I assisted in the PR office for Arcadia which gave me insight into this aspect of the industry. The hard work the team put in every day was resemblant of the image of swans on the water- looking peaceful and serine to witness, underneath their legs kicking fiercely. What I mean by that is the Arcadia office was unlike any building I’ve seen- how you’d imagine a leading fashion brand’s home to be, with women and men looking inevitably stylish. Inside the office, however, it was frantic searching for clothes for stylists, planning events and most importantly- they were constantly aware of how much coverage their brands were getting, online and in print.

Their PR techniques were notably more subtle in comparison to Bernays’ but most definitely their. One afternoon was spent wrapping Miss Selfridge gifts for influencers, who would then share their pieces online. I wanted to laugh at the employee who I was shadowing- who was spending so much valuable time meticulously wrapping- then rewrapping these gifts- making sure the stickers were in line- that there was the right amount of tissue paper. As amused as I was, I was engaged with what she was telling me about how the influencers that they choose have to fit the ‘Miss Selfridge girl’ who is pretty, ‘nice’, and girly. Perhaps a different group of people who would be chosen for Topshop (who may be edgier, androgynous). Using the correct influencers would appeal successfully to the typical Miss Selfridge consumer. Online, they make use of ‘#missselfie’ for influencers and consumers to share their Miss Selfridge looks.

The main thing I took from my short time working in the PR office was that although it may not have been the most creative workspace in the building- it was a place full of hard-working, organised people who really understand the consumer as well as the brand- making sure to achieve as much positive coverage as they can get.