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Public Relations Function

Mission​

The Public Relations function exists to shape how the entertainment industry, media, and broader public perceive Kyndof as a brand. We tell Kyndof's story to external audiences, manage media relationships, position the company in industry conversations, and protect brand reputation. Our mission is to build Kyndof's visibility and credibility in ways that attract clients, talent, partners, and opportunities—ultimately translating positive reputation into business value.

In the K-pop and entertainment fashion industry, brand perception drives client trust. Agencies want to work with costume suppliers who have strong industry reputations because it reduces their risk. We operate at the intersection of fashion, entertainment, and manufacturing—a unique position that PR amplifies.

Scope​

The Public Relations function owns external narrative and reputation management across all channels:

  • Media Relations: Building relationships with fashion and entertainment journalists, securing press coverage, and responding to media inquiries
  • Brand Storytelling: Crafting compelling narratives about Kyndof's work, client successes (when permitted), and industry expertise
  • Industry Events: Representing Kyndof at fashion shows, entertainment industry conferences, and award ceremonies
  • Crisis Management: Responding to negative publicity, addressing controversies, and protecting brand reputation during challenging situations
  • Partnership Announcements: Coordinating public disclosure of strategic partnerships, collaborations, and major client relationships (with discretion)
  • Thought Leadership: Positioning Kyndof executives as industry experts through speaking engagements, contributed articles, and interviews

We collaborate closely with Sales (whose client relationships PR must not jeopardize), Marketing (who amplify PR wins through owned channels), and Leadership (who must approve sensitive communications). But when external audiences form opinions about Kyndof, PR owns shaping those perceptions.

Key Responsibilities​

Media Relationship Development​

Public Relations builds and maintains relationships with journalists, bloggers, influencers, and industry publications that cover K-pop, fashion, entertainment business, and manufacturing innovation. These relationships create opportunities for earned media coverage that money can't buy—credibility from third-party validation.

We segment media contacts by coverage area: K-pop industry reporters who cover agency news and artist developments, fashion journalists who write about costume design and styling trends, business media who cover manufacturing and supply chain innovation, and trade publications that serve entertainment production professionals. Each segment requires tailored pitches that match their editorial interests.

Regular relationship maintenance includes sharing newsworthy developments before they become public, offering exclusive access or interviews when appropriate, providing expert commentary on industry trends even when not about Kyndof specifically, and responding promptly when journalists reach out with questions or fact-checking requests.

Strategic Press Coverage​

Not all press coverage is created equal. PR focuses on securing coverage that reaches target audiences (agencies, stylists, production companies) through trusted sources. A feature in a K-pop industry trade publication read by agency executives is more valuable than a general consumer fashion magazine article that reaches millions of people who will never book costume orders.

We proactively pitch stories when we have genuinely newsworthy angles: major client wins (when clients permit disclosure), innovative costume solutions for challenging technical requirements, behind-the-scenes insights into concert costume production, operational innovations that improve speed or quality, and human interest stories about Kyndof team members' passion for the craft.

Reactive media management is equally important—when journalists inquire about Kyndof or our clients, we respond quickly with accurate information within the bounds of client confidentiality agreements.

Brand Narrative Consistency​

Across all external communications, PR ensures consistent messaging that reinforces Kyndof's positioning. Core narrative threads include specialized expertise in K-pop costume requirements that generalist manufacturers lack, operational excellence that delivers on impossible timelines, trusted partner status with major agencies built through consistent reliability, and passionate craftsmanship that respects the artistry of performance.

We maintain a messaging framework that guides how different functions describe Kyndof externally: what we emphasize (speed + quality + industry specialization), what we downplay (price competition), and what we avoid (comparisons to specific competitors, disclosure of confidential client information).

Event Presence and Industry Engagement​

Kyndof's presence at key industry events creates visibility and networking opportunities that drive business results. PR manages event strategy: which events to attend, whether to sponsor or exhibit, who from Kyndof should participate, and how to maximize ROI from attendance.

Event categories include fashion weeks where we showcase costume work, K-pop industry conferences where we network with agencies and stylists, manufacturing and technology trade shows where we demonstrate operational capabilities, and awards ceremonies where our client work is recognized (even if Kyndof isn't directly awarded).

For each event, PR coordinates pre-event publicity (announcements of attendance or participation), on-site presence (booth materials, speaking opportunities, social media updates), and post-event follow-up (coverage summaries, relationship nurturing, lead handoff to Sales).

Crisis Communication and Reputation Protection​

When problems become public—quality issues, missed deadlines, employee controversies, or client disputes—PR leads the response to minimize reputation damage. Crisis management follows a consistent protocol: assess the situation and potential reputation impact, gather facts from internal sources quickly, determine appropriate response level and channels, coordinate approval from Legal and Leadership before responding, communicate transparently within bounds of what's legally appropriate, and monitor ongoing coverage to adjust messaging as needed.

Not every problem requires public response. PR makes judgment calls about when silence is strategic versus when silence amplifies speculation. The goal is protecting long-term brand equity while maintaining ethical communication standards.

Thought Leadership Development​

Positioning Kyndof executives as industry experts creates opportunities and credibility. PR identifies speaking opportunities at industry events, coordinates contributed articles for trade publications, facilitates podcast and interview appearances, and develops point-of-view content on industry trends.

Thought leadership works best when it provides genuine value to audiences rather than thinly veiled sales pitches. We share insights about costume production challenges, discuss trends in K-pop fashion, explore operational innovations in manufacturing, and address industry-wide issues like sustainability or talent development—always demonstrating expertise rather than explicitly promoting Kyndof.

Core Processes​

  • Media Pitch Development - Identifying newsworthy angles and crafting pitch materials
  • Press Release Protocol - When and how to issue formal announcements
  • Crisis Response Playbook - Step-by-step procedures for handling negative publicity
  • Event Participation Framework - Selecting and maximizing ROI from industry events
  • Spokesperson Training - Preparing executives for media interviews and public speaking

Tools & Systems​

  • Cision/PR Database: Media contact database and press release distribution
  • Google Alerts: Monitoring brand mentions and industry news
  • Notion: PR content calendar, media relationships tracking, and coverage archive
  • Canva: Press kit materials and visual assets
  • Slack (#pr-ops): Internal coordination on sensitive external communications
  • Dropbox: Brand asset library and press kit resources

Key Metrics​

Public Relations effectiveness is measured through reach, quality, and business impact:

  • Media Coverage Volume (target: 12+ earned media placements per year in tier-1 industry publications)
  • Share of Voice (target: Kyndof mentioned in 30%+ of K-pop costume supplier articles)
  • Coverage Sentiment (target: 90%+ of coverage is neutral-to-positive)
  • Message Pull-Through (target: 70%+ of coverage includes core positioning messages)
  • Referral Traffic (target: 15%+ increase in website visits from press coverage)
  • Brand Awareness (target: 60%+ of survey respondents in target industries recognize Kyndof brand)
  • Crisis Response Time (target: initial response within 4 hours of crisis detection)

Leading indicators include media relationship strength (response rates to pitches), inbound media inquiries (signal of growing visibility), and competitor coverage share (relative positioning).

Team Structure​

The Public Relations function balances proactive storytelling with reactive reputation management:

  • PR Lead (RABSIC: Accountable for brand reputation and external narrative) - Owns media strategy, manages journalist relationships, leads crisis response, and coordinates all external communications
  • Communications Coordinator (RABSIC: Responsible for execution of PR programs) - Drafts press materials, maintains media lists, coordinates event logistics, and monitors brand mentions
  • External PR Agency (RABSIC: Support for specialized campaigns and media introductions) - Provides supplemental capacity during major announcements, offers connections to tier-1 media, and advises on industry best practices

Leadership provides strategic guidance (Consulted on positioning and messaging). Legal reviews sensitive communications (Consulted on legal risks and disclosure limits). Sales is Informed about PR activities that might affect client relationships. Marketing amplifies PR wins through owned channels (Support).

Working with Public Relations​

When to Contact PR​

If you're in another function and encounter situations with external visibility, here's when to engage Public Relations:

  • You're planning an announcement that might attract media attention (coordinate through PR for consistent messaging)
  • A journalist contacts you requesting information or interviews (immediately loop in PR to coordinate response)
  • You notice negative social media or news coverage about Kyndof (alert PR so they can assess and respond appropriately)
  • You have a client success story that showcases Kyndof's capabilities (share with PR for potential media pitch, subject to client approval)
  • You're invited to speak at an industry event or contribute to a publication (coordinate with PR to ensure consistent messaging)

What PR Needs from You​

Public Relations depends on cross-functional inputs to tell compelling, accurate stories:

  • From Operations: Examples of operational excellence, innovation stories, and technical achievements that differentiate Kyndof
  • From Sales: Client success stories (within confidentiality boundaries), competitive intelligence, and market trend observations
  • From Design: Visual assets, behind-the-scenes process content, and creative inspiration stories
  • From Leadership: Strategic priorities so PR focuses external narrative on what matters most

The worst PR outcomes happen when functions make external statements without coordination, creating messaging inconsistencies or inadvertently disclosing confidential information.

Common Misconceptions​

"PR is just writing press releases" - In reality, traditional press releases are one small tactic. Most PR value comes from relationship-driven earned media, thought leadership, strategic event presence, and reputation protection that prevents problems from escalating.

"All publicity is good publicity" - Wrong. Badly positioned coverage can attract the wrong clients, damage relationships with current clients, or create unrealistic expectations. Strategic PR focuses on quality over quantity.

"PR should make us go viral" - Viral moments are unpredictable and often not aligned with business goals. Sustainable PR builds steady visibility and credibility with specific target audiences rather than chasing mass attention.

Career Paths​

Public Relations at Kyndof offers multiple growth directions:

  • PR Lead to Communications Director: As the company grows, expand scope to include internal communications, content strategy, and brand management
  • PR to Marketing: Leverage storytelling skills to move into content marketing, brand strategy, or product marketing roles
  • PR to Business Development: Use media relationships and industry connections to identify partnership opportunities
  • PR to Executive Leadership: Some CEOs come from PR/communications backgrounds because the function develops strategic thinking and stakeholder management skills

The function provides unique exposure to how external stakeholders perceive the business, which informs better strategic decision-making.

Last Updated: 2026-02-03 Maintained by: Public Relations Function Questions? Ask in #pr-ops on Slack