The Tory Burch Story

tory burch3 150x150 The Tory Burch Story

The PR Verdict: “A” (PR Perfect) for the Tory Burch Story.

Tory Burch is one of  NY fashion’s undisputed darlings. The immaculately presented blonde, previously on the New York social scene, now presides over a $2 billion fashion business with over 2000 employees. The former PR copywriter from Ralph Lauren has carved out an exceptional fashion niche. The media asks on a regular basis; How has Tory done it?

WSJ magazine, the monthly supplement from the Wall Street Journal just gave its readers an insight. Featured in this month’s “Tracked” column readers were whisked through a day in the life of the fashion entrepreneur. Described as the “designer that turned a tiny line started in her kitchen,”she now presides over a “sprawling empire with an unfaltering smile”.

The article traces Tory’s busy 18-hour day while faithfully returning to previously publicised PR messaging. The main points? Tory started this enterprise on a kitchen table. She is not a trained designer. This is a family business, first and foremost. (Why even the needlepoint pillows are stitched by Tory and her parents.)  The PR narrative never changes and even the WSJ describes the designer’s day as “a maddening lesson in maintaining perfect deportment.” Nothing interrupts the flow. The PR message  is always ON even if some of the details might warrant closer scrutiny.

The PR Verdict: “A” (PR Perfect) for the Tory Burch Story.  The PR narrative never changes.

The PR Takeaway: Create your branded narrative and stick to it.  The Tory Burch PR story can’t help but impress and make for great magazine coverage.  But some cynics might claim that some noteworthy details are often overlooked. Yes the business may have been started on a kitchen table but  the kitchen table was equally owned by her husband at the time, a leading venture capital investor with experience in the fashion industry. Small details maybe, but while fashions change, Tory’s PR narrative stays the same and her brand inevitably strengthens.

To read the article click here.

What’s the PR Verdict on the Latest Chess Move by Murdoch?

murdoch and the sun Whats the PR Verdict on the Latest Chess Move by Murdoch?

The PR Verdict: "B" for a chess move designed to startle.

Rupert Murdoch’s announcement that he will begin publishing the Sun on Sunday has surprised followers of the phone-hacking scandal.  In one move, Murdoch has managed to change the conversation from criminal charges and ongoing arrests, to one about a new newspaper, and fresh jobs for journalists. The 81 year old has moved quickly and as a game changer this is perfect.

Though unanswered questions will continue to plague Murdoch’s empire, the company now has a definitive reason to start talking about its future without having to answer questions solely about the past.  By creating a new newspaper, News International can confidently reply:  That Was Then –  This Is Now.

The PR Verdict: “B” for a chess move designed to startle.  The new story about News International will be the Sun on Sunday’s actual content and business performance.

If News International really wants to put the past behind it, the first issue of the Sun on Sunday should carry a pledge from management and journalists making a clear break with the past, outlining core values and making a public promise of integrity to its readers.  It might just be the definitive line-in-the-sand the public has been waiting for. After that, the editors will need to work out just what type of paper they can create when they are not putting celebrities under surveillance or hacking phones for gossip.

Will the Sun on Sunday be that different from News of the World?  Let us know.