Fashion PR 101: Clipping
365 days of fashion: the e-ncyclopedia of fashion
Monday, June 17, 2024
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Have you ever wondered how a fashion company can evaluate its popularity and success among the audience? There is a tool to measure its online and offline presence, and it’s called “PR clipping”.
PR clipping (or press clipping) is a method used in public relations that helps a company (say, a fashion brand) to measure how many times it has been mentioned in the media: print and online publications, broadcast media, social media platforms, forums, podcasts, blogs, etc.
Clipping allows one to know through real-time data what is being said or written about:
a brand
a collection
a specific product
a campaign
a fashion show: PR managers who attend fashion shows will start clipping right after it.
In sum, any information about a brand can be found through clipping.
In addition, clippings can determine who is talking about the company, aka with what type of audience it resonates with the most.
How can knowing this be useful for fashion companies? Well, PR clippings allow to: