Public Relations Responsibilities
The Public Relations function shapes how the entertainment industry, media, and broader public perceive Kyndof as a brand. Here's how RABSIC accountability distributes across our key responsibility areas.
Media Relationship Development
Building journalist connections that create earned media opportunities
The PR Lead is Accountable for media strategy, relationship quality, and coverage outcomes. The Communications Coordinator is Responsible for executing relationship maintenance: updating media contact lists, sending newsworthy updates, coordinating interview logistics, and tracking journalist interactions.
PR segments media contacts by coverage area: K-pop industry reporters covering agency news and artist developments, fashion journalists writing about costume design and styling trends, business media covering manufacturing and supply chain innovation, and trade publications serving entertainment production professionals. Each segment receives tailored pitches matching their editorial interests.
When significant developments occur (major client wins, operational innovations, industry recognition), the PR Lead determines which media outlets to prioritize and crafts targeted pitches. The Communications Coordinator executes outreach and follows up with interested journalists.
Leadership is Consulted on media strategy priorities and Approves sensitive disclosures. Sales is Consulted on client relationship sensitivities (some clients don't want public association). Legal is Consulted on contractual disclosure limitations.
RABSIC Matrix: Media Relationships
| Decision Type | A (Accountable) | R (Responsible) | C (Consulted) | I (Informed) |
|---|---|---|---|---|
| Media strategy | PR Lead | PR Lead | Leadership | Marketing |
| Contact list maintenance | PR Lead | Communications Coordinator | - | PR Lead |
| Pitch development | PR Lead | PR Lead | Leadership, Sales | - |
| Interview coordination | PR Lead | Communications Coordinator | Interviewed parties | PR Lead |
| Journalist relationship management | PR Lead | Communications Coordinator | - | PR Lead |
Strategic Press Coverage
Securing media coverage that reaches target audiences
The PR Lead is Accountable for coverage quality, message pull-through, and alignment with business objectives. Not all press coverage is equally valuable—a feature in a K-pop industry trade publication read by agency executives is worth more than a general consumer fashion magazine article reaching millions who will never book costume orders.
When crafting story pitches, the PR Lead identifies genuinely newsworthy angles: operational innovations improving speed or quality, behind-the-scenes insights into concert costume production, client success stories (when clients permit disclosure), and human interest stories about team members' passion for the craft.
The Communications Coordinator provides Support by researching journalist interests, identifying timely news hooks, and drafting initial pitch materials. The PR Lead refines pitches and makes final outreach decisions.
Operations is Consulted on technical accuracy of manufacturing innovation stories. Design is Consulted on creative process stories. Sales is Consulted before pitching client-related stories to ensure confidentiality compliance. Marketing is Informed about coverage so they can amplify through owned channels.
RABSIC Matrix: Press Coverage
| Decision Type | A (Accountable) | R (Responsible) | C (Consulted) | I (Informed) |
|---|---|---|---|---|
| Coverage strategy | PR Lead | PR Lead | Leadership | Marketing |
| Story pitch development | PR Lead | PR Lead | Communications Coordinator | - |
| Client story pitches | PR Lead | PR Lead | Sales (for approval), Leadership | Marketing |
| Technical accuracy | PR Lead | Communications Coordinator | Operations, Design | PR Lead |
| Coverage amplification | Marketing | PR Lead → Marketing | - | Leadership |
Brand Narrative Consistency
Ensuring consistent messaging across all external communications
The PR Lead is Accountable for maintaining consistent positioning that reinforces Kyndof's differentiation: specialized expertise in K-pop costume requirements, operational excellence delivering on impossible timelines, trusted partner status with major agencies, and passionate craftsmanship respecting performance artistry.
A messaging framework guides how different functions describe Kyndof externally—what we emphasize, downplay, and avoid. This framework lives in Notion and is updated quarterly based on strategic priorities.
All external communications (press releases, interview talking points, contributed articles, speaking remarks) are reviewed by PR for message consistency before distribution. The Communications Coordinator conducts initial review; the PR Lead approves final content.
Leadership is Consulted on messaging framework updates when strategic priorities shift. Marketing is Consulted to ensure brand messaging aligns between PR (earned media) and Marketing (owned channels). All functions are Informed about messaging guidelines so external statements stay consistent.
RABSIC Matrix: Brand Narrative
| Decision Type | A (Accountable) | R (Responsible) | C (Consulted) | I (Informed) |
|---|---|---|---|---|
| Messaging framework | PR Lead | PR Lead | Leadership, Marketing | All functions |
| External content review | PR Lead | Communications Coordinator → PR Lead | - | Author |
| Message consistency enforcement | PR Lead | PR Lead | - | All functions |
| Quarterly messaging updates | PR Lead | PR Lead | Leadership, Strategy | All functions |
Event Presence and Industry Engagement
Representing Kyndof at key industry events
The PR Lead is Accountable for event strategy: which events to attend, whether to sponsor or exhibit, who from Kyndof should participate, and how to maximize ROI from attendance. The Communications Coordinator is Responsible for event logistics: registration, travel coordination, booth setup (if exhibiting), and on-site social media coverage.
Event categories include fashion weeks showcasing costume work, K-pop industry conferences networking with agencies and stylists, manufacturing trade shows demonstrating operational capabilities, and awards ceremonies where client work is recognized (even if Kyndof isn't directly awarded).
For each event, PR coordinates pre-event publicity (attendance announcements), on-site presence (booth materials, speaking opportunities, social media updates), and post-event follow-up (coverage summaries, relationship nurturing, lead handoff to Sales).
Leadership is Consulted on event budget allocation and speaking participation. Finance is Consulted on sponsorship ROI justification. Sales is Informed about networking opportunities and receives qualified leads from event conversations.
RABSIC Matrix: Event Presence
| Decision Type | A (Accountable) | R (Responsible) | C (Consulted) | I (Informed) |
|---|---|---|---|---|
| Event strategy | PR Lead | PR Lead | Leadership | Marketing, Sales |
| Event selection | PR Lead | PR Lead | Finance (budget) | Marketing |
| Logistics coordination | PR Lead | Communications Coordinator | GA (travel) | Attendees |
| Speaking opportunities | PR Lead | PR Lead | Leadership (speaker approval) | Marketing |
| Lead handoff | Sales | Communications Coordinator → Sales | PR Lead | - |
Crisis Communication and Reputation Protection
Managing negative publicity and protecting brand equity
The PR Lead is Accountable for crisis response strategy and execution when problems become public—quality issues, missed deadlines, employee controversies, or client disputes. The Communications Coordinator provides Support by monitoring brand mentions (Google Alerts, social media) and flagging potential issues early.
Crisis management follows a protocol: assess situation and 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 legal/contractual bounds, and monitor ongoing coverage to adjust messaging.
Not every problem requires public response. The PR Lead 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.
Legal is Consulted on all crisis communications for liability risk and disclosure appropriateness. Leadership is Consulted on response strategy for significant crises. Affected functions (Operations for quality issues, HR for employee matters, Sales for client disputes) are Consulted for fact-gathering. All stakeholders are Informed about crisis communication plans.
RABSIC Matrix: Crisis Communication
| Decision Type | A (Accountable) | R (Responsible) | C (Consulted) | I (Informed) |
|---|---|---|---|---|
| Crisis assessment | PR Lead | PR Lead | Leadership, Legal | Affected functions |
| Response strategy | PR Lead | PR Lead | Leadership, Legal | All functions |
| Message development | PR Lead | PR Lead | Legal | Leadership |
| Media response | PR Lead | PR Lead | Leadership (approval) | All functions |
| Monitoring & adjustment | PR Lead | Communications Coordinator | - | Leadership |
Thought Leadership Development
Positioning executives as industry experts
The PR Lead is Accountable for thought leadership strategy: identifying speaking opportunities, developing point-of-view content, and building executive credibility as industry experts. The Communications Coordinator is Responsible for researching opportunities, drafting contributed articles, and coordinating podcast/interview appearances.
Thought leadership works best when providing genuine value rather than thinly veiled sales pitches. PR develops content on costume production challenges, K-pop fashion trends, operational manufacturing innovations, and industry-wide issues like sustainability—demonstrating expertise without explicitly promoting Kyndof.
When executives speak at conferences or contribute articles, PR prepares talking points and reviews content for message consistency. The goal is establishing executives as go-to experts when media needs industry commentary, creating ongoing earned media opportunities.
Leadership is Consulted on participation decisions and content approval. Operations and Design are Consulted on technical accuracy of content. Marketing is Informed about thought leadership placements for content amplification.
RABSIC Matrix: Thought Leadership
| Decision Type | A (Accountable) | R (Responsible) | C (Consulted) | I (Informed) |
|---|---|---|---|---|
| Thought leadership strategy | PR Lead | PR Lead | Leadership | Marketing |
| Opportunity identification | PR Lead | Communications Coordinator | - | Leadership |
| Content development | PR Lead | Communications Coordinator | Operations, Design (technical) | Leadership |
| Executive participation | Leadership | PR Lead (coordination) | - | Marketing |
| Content approval | PR Lead | PR Lead | Leadership | Marketing |
Partnership Announcements
Coordinating public disclosure of strategic relationships
When Kyndof forms strategic partnerships, collaborations, or secures major client relationships, PR coordinates public disclosure timing and messaging. The PR Lead is Accountable for announcement strategy: when to announce, through which channels, with what messaging, and how to maximize impact.
Announcement considerations include contractual disclosure requirements (some partnerships have mandatory announcement clauses), competitive sensitivity (some announcements tip off competitors), and client preferences (some clients want publicity, others prefer confidentiality).
The Communications Coordinator drafts press materials and coordinates distribution. Leadership is Consulted on announcement timing and approves final messaging. Legal is Consulted on contractual obligations and disclosure limits. Sales is Consulted on client relationship sensitivities.
RABSIC Matrix: Partnership Announcements
| Decision Type | A (Accountable) | R (Responsible) | C (Consulted) | I (Informed) |
|---|---|---|---|---|
| Announcement strategy | PR Lead | PR Lead | Leadership | Marketing |
| Timing decision | PR Lead | PR Lead | Leadership, Legal, Sales | Marketing |
| Press material development | PR Lead | Communications Coordinator | Leadership | Marketing |
| Distribution coordination | PR Lead | Communications Coordinator | - | All functions |
| Media follow-up | PR Lead | Communications Coordinator | Leadership | Marketing |
Performance Monitoring
Tracking PR effectiveness and ROI
The PR Lead is Accountable for PR performance against targets. The Communications Coordinator is Responsible for tracking coverage, monitoring brand mentions, and maintaining media contact databases.
Activity Metrics:
- Media coverage volume (target: 12+ placements per year in tier-1 publications)
- Share of voice (target: Kyndof mentioned in 30%+ of K-pop costume supplier articles)
- Coverage sentiment (target: 90%+ neutral-to-positive)
- Message pull-through (target: 70%+ of coverage includes core positioning messages)
Outcome Metrics:
- Referral traffic from press coverage (target: 15%+ increase in website visits)
- Brand awareness in target industries (target: 60%+ recognition in surveys)
- Sales inquiries attributed to press coverage
- Crisis response time (target: initial response within 4 hours)
Leading Indicators:
- Media relationship strength (response rates to pitches, unsolicited inbound inquiries)
- Competitor coverage share (relative positioning)
- Event networking quality (qualified leads generated)
Monthly performance reviews identify trends and improvement opportunities. Quarterly strategic reviews assess whether PR priorities align with business objectives.
RABSIC Matrix: Performance Monitoring
| Decision Type | A (Accountable) | R (Responsible) | C (Consulted) | I (Informed) |
|---|---|---|---|---|
| Metrics definition | PR Lead | PR Lead | Leadership | Marketing |
| Coverage tracking | PR Lead | Communications Coordinator | - | PR Lead |
| Performance analysis | PR Lead | PR Lead | - | Leadership |
| Strategy adjustment | PR Lead | PR Lead | Leadership | Marketing |
Cross-Functional Coordination
Public Relations intersects with most functions when they generate newsworthy content:
Operations needs PR when:
- Operational innovations create competitive advantages worth publicizing
- Manufacturing achievements demonstrate capabilities to potential clients
- Process improvements show commitment to quality and efficiency
Sales needs PR when:
- Major client wins demonstrate market traction (within confidentiality bounds)
- Client success stories showcase capabilities to prospective clients
- Competitive intelligence from market reveals reputation positioning
Design needs PR when:
- Creative achievements warrant industry recognition
- Designer expertise positions Kyndof as thought leader
- Visual content needed for press materials and media pitches
Leadership needs PR when:
- Strategic announcements require external communication
- Executive positioning builds credibility in investor or industry circles
- Crisis situations threaten brand reputation
Marketing needs PR when:
- Earned media coverage can be amplified through owned channels
- Brand messaging needs alignment between PR and Marketing narratives
- Content partnerships create cross-promotion opportunities
Related Resources
- PR Processes - Core workflows and procedures
- Media Pitch Development - Story pitching methodology
- Crisis Response Playbook - Step-by-step crisis handling
- Public Relations Function Overview - Mission and scope
Last Updated: 2026-02-03 Maintained by: Public Relations Function Questions? Ask in #pr-ops on Slack