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  • Writer's pictureApril Dion

How I Planned a Press Week

Updated: Jul 17, 2020

Summer 2019 April Communicates facilitated a Communications Strategy for the West 18th Street Fashion Show. In January, I pulled together a Communications Committee, filled with young professionals seeking to volunteer their time gaining hands-on experience in Fashion Public Relations for the annual event.

We met monthly, I devised a plan to connect with the media in an old school method, sending personal press-kits via US Postal. These kits weren't your average kits that come in an envelop, with a note, and maybe a CD, These kits were themed UBS drives customized to our theme and titled as a "Message in a Bottle." (Look out for a post regarding the development of the kits soon!)

The one outlet shouted out on air, expressing how much they loved the kit. The best part about the USB is that it could be used again if they downloaded the data and cleared it, or it could be saved as a souvenir.

The Results

The West 18th Street Fashion Show was mentioned on just about every local television news show. We appeared on-air for segments, and the event received on-site coverage at the event by two networks, which is hard to do on the weekend. We also established a media room. When the media arrived, they were greeted by my staff of Public Relations Professionals, who pulled talent aside for planned interviews. We also landed on Univision, because it was essential to ensure we were welcoming and inclusive to all demographics in Kansas City, Missouri. Fashion is a language within itself. Check out these videos below.

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