Like I mentioned before, I may have an opportunity to teach a Fashion PR course. I am excited and have been thinking a lot about the curriculum, which will most likely serve as an outline for a book.
I have delayed on writing a Fashion PR 101 type book for a while. Ever since I completed my first novel and realized the time investment is manageable in small increments, a how-to book on Fashion PR was a natural fit. But, I've delayed simply because I'm sure some of the tactics or information will be debatable or quickly obsolete.
As far as my experience has shown, PR is, to put it nicely, an ever-evolving industry with much of what publicists do being based on the agency they are with and that agency's independent focus, passion, and willingness. To be blunt - it's sort of like the Wild West with great hair and manicured nails.
Some agencies focus on events and networking, befriending other publicists, agents, and celebrities, while others are focused on just product placement. Agencies can specialize in everything from celebrity seeding or social media and the digital world to event production or overall brand development and management. Additionally, there are a number of agencies now that are technically fashion showrooms - the places that work to get product to market, get sales, make the money, man. - but, they also offer PR and marketing, plus things like consulting, creative services, or event production as part of their repertoire. So, it's messy.
I've decided that even though some of the info could be particular to my experience, I doubt it's exclusive to my experience. Regardless, it worked for me - so maybe it'll work for someone else. So, I'm going to give it a whirl.
My number one bit of advice to any young'un looking to get into the industry is to do internships. Check-out a few different agencies to find what environment and focus fits your personality and talents. The first agency I worked for was really focused on events, big, buzz-worthy, press-drawing events. The hours were long and I found the pressure to make the events pay-off for the clients and sponsors overwhelmingly stressful. However, I found a great fit with another agency where the focus was more on getting great press placements through building real relationships and carefully targeting media with appropriate news - it was much more behind the scenes and much more up my alley.
So, yes, internships. Plus, most agencies are small and many hire from their pool of interns - so it's a good bet all-around.