Aliza Licht has the lofty title of Senior Vice President for Global Communications at Donna Karan International. In addition to her intergalactic title she is also pied piper to a legion of devoted Twitter fans numbering 380,000. Up until recently her Twitter nom de plume was DKNY PR GIRL.
Aliza Licht recently outed herself to the NYTimes which obliged with a gushing profile about the fashion PR who, by any yardstick, has mastered social media. In the interview she offers surprising insights including, “The friends you make on Twitter are real relationships”. Examples of DKNY PR GIRL advice were also given. “Attention to details is everything. The wrong colored binder clip can destroy your presentation.”
Aliza/ DKNY PR Girl also produced a short promotional video giving an insiders’ view on her fabulous life. As an example of PR and marketing strategies it is hard to beat. Content wise, it is another issue.
The PR Verdict: A begrudging “A” to DKNY PR GIRL. While the content of the tweets and videos seems aimed exclusively at teenage girls who can argue with 380,000 followers?
From a PR point of view the problem the with the video is that it seemingly reduces the DK business to a little operation on seventh avenue run by a skeleton staff. Despite her lofty title, Aliza is seen doing everything, from answering phones, walking around with a clipboard and moving tiny labels around a seating plan. From the Global Head of Communications there is no mention of a team or infrastructure much less any mention of DK herself. In the future, give the intern a chance at stardom in the next video and reserve the Global Head for more serious management responsibilities.