Perth Fashion Festival

Throughout my time at PPR I was able to complete a lot of work around the Perth Fashion Festival (PFF). The Festival is the premiere fashion event in Western Australia and has been steadily growing in popularity since its inception in the mid 90's. PPR took on the PFF as a client in 2008 and has retained them for a third year running. The PFF is a very significant client for PPR and much time in the Marcomms (Market Communications) department is spent acquiring media coverage in the lead up, during and after the Festival.


The tasks i completed for PFF include: writing various media releases announcing the event and the 2010 Ambassador. I also was able to draft a media kit to be presented to all journalists who attend fashion shows, as well as contacting the agent of an Australian celebrity in order to gage whether they would be able to attend the festival. Most of these tasks were all very relevant to information I learnt at university as I had to ensure I found the most newsworthy angle for the media releases. I also had to ensure I included PFF's main messages each news release, which were mainly to do with the importance of the event, when and where it would take place and its growth over the past decade.

Other tasks, such as ringing a celebrity's agent were more removed from my studies yet still provided me with an insight into the vast array of tasks a PR professional must perform. Not only did I learn from the tasks I performed for PFF but I learnt from the PPR consultants. Most consultants official work hours are 8.30 - 5.30, yet many of the people working on PFF were in the office until past 6.30 most nights as their work loads were so heavy. This demonstrated the level of commitment a professional PR practioner must have in order to ensure their PR strategies are successful.