As an upscale celebrity boutique, Kitson’s public relations objectives are slightly different than that of a typical department store. Kitson relies heavily on its media relationships and high profile clientele. Therefore, Kitson’s overall public relations objective would be to sell their products by attracting positive media attention. If Kitson were to create a SWOT analysis plan, I think it would like this…
Strengths: Kitson has developed strong ties with A-list celebrities such as Paris Hilton and Nicole Richie. The company’s relationship with the media is pretty tight as well.
Weaknesses: Fraser Ross and his publicists need better media training when it comes to making public statements (i.e. Line failures and Lindsay Lohan mental breakdowns).
Opportunities: Kitson is located on Roberston Boulevard in Los Angeles, California. This setting is ideal for attracting celebrities living and shopping in the Hills.
Threats: The media can do major reputational damage in general, let alone to Kitson. If the company and a tabloid are clashing, the result could end in negative publicity for Kitson.
Kitson is already in cahoots with Hollywood, so getting publicity is easy.
However, as Marilyn Monroe once said, “Hollywood is a place where they'll pay you a thousand dollars for a kiss and fifty cents for your soul.”
For Kitson, the danger of the paparazzi and negative publicity is always going to be a common threat. Accordingly, the company’s public relations team has to always be on top of their game. Kitson’s weaknesses can be easily fixed with a little media training. Overall, the company’s SWOT anaylsis plan is right on track. Keep up the good work Ross and crew :)
Peace, love & fashion!!
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