This chapter defines and explains how the term “Propaganda”, which described communication of leaders, organizations or governments with the masses in order to shape their opinions later became the equivalent of Public Relations. There are many historic examples of such leaders who used the tactics of propaganda or public relations, including rulers of the past such as Queen Elizabeth I and her sartorial depictions as demonstrated in the “Ditchley Portrait”.

Edward Bernays, who was often called "the father of spin" as he is considered the inventor and implementer of modern PR methods to effectively modify public opinion through public relations, is presented. In his career spanning nearly seven decades of the twentieth century, he has proven that with the right communications strategy, you can sell fashion, bacon, cigarettes and even war to the masses. His “Torches of Freedom” campaign is discussed in depth.

The chapter goes on to illustrate how advertising and PR often work on a campaign together but have some basic differences in terms of frequency, cost, control and the reaction of the consumers. Their common goal is to influence the consumers. Here the similarities and differences are illustrated.

Public relations aims to influence the public and ensure a mutually beneficial relationship between the brand and its audience. PR communicates with the media, consumers and non-consumers as well as industry professionals. There are also cross connections within the public pertaining to the brand. A unique illustration helps to explain the connections.

The similarities and differences between advertising and PR are explained. Today’s fashion brands tend to use both communication tools in their marketing strategy, with a mixture of PR and advertising initiatives such as the use of ads in magazines and simultaneous events which journalists could report on. A new edition to the classic journalism landscape are bloggers, influencers and opinion leaders. The current use of press packs and press releases are explained with detailed instructions on how to write a press release.

Furthermore, a case example is included: The Lawn Tennis Association targeting a local niche audience through an innovative tennis clothing collection.

This chapter also features an interview with PR professional Teresa Havvas (based in London) who is the founder of the Advisory and Creative Communication Counsel and Classroom for people and brands; an Associate Lecturer in Fashion Communication and Head of Brand for Lipcote & Co.

The chapter closes with ethical questions and considerations regarding the content. In particular, it is imperative to consider the ethical implications of any PR action, especially when negative, unhealthy or unfair things are falsely portrayed as something positive, such as has been done with portraying cigarettes as healthy and highly fashionable.