People who like to interact with others. People who are sensitive to trends. People who like to please others.

The term "press" (PR) is an abbreviation of the French term "attaché de presse," which means "public relations officer." As public relations professionals for fashion brands and other organizations, press officers act as a liaison between the brand and media outlets such as newspapers, magazines, and television to widely communicate the brand's product and corporate image. While some employees handle press for their own brands, others are handled by PR companies or freelancers. The job of a press officer involves everything related to product promotion. When asked by stylists who select outfits for talent and models appearing in the media, they consider clothing that fits the theme of the program or photo shoot and oversee the loan and return of the items. They also create advertisements and manage their progress. They also review product articles published in magazines. For events like exhibitions and fashion shows, they also mail invitations and tickets to the media, prepare materials for distribution, and handle interviews. Press officers are also responsible for managing websites and creating PR magazines. Seeing favorite celebrities wearing clothes on television, in magazines, and at events draws consumer attention and leads to a desire to buy. For this reason, press agents are expected to carry out impactful public relations activities across a variety of media. Some press agents are so popular that they become the face of a brand and are featured in fashion magazines. Press agents, who connect brands with the media, are expected to be diligent in handling all kinds of work, have the ability to gather accurate information, a wide network of contacts, experience, wisdom, and humanity.

There are no special qualifications required to become a press officer. If you're aiming to become a press officer, it's a good idea to study marketing or mass media at a university or junior college, or to attend a fashion school to learn about fashion business, design, and coordination. However, press positions are difficult for those without experience, and few companies are hiring. Therefore, if you've already decided on a manufacturer or brand for which you want to work as a press officer, consider joining that company in a non-press position first. Express your desire to work in press and gain experience in sales and marketing, while acquiring the necessary skills. If your talent and sense are recognized, you'll likely be entrusted with press duties. Another option is to study specialized skills at a public relations school or press training school and then join an advertising or PR company. While gaining experience and expanding your network, you could potentially work as a press officer for a fashion brand. If you have the skills, going independent and working as a freelancer is not a dream.

The PR Planner Certification System is a useful qualification for those working in public relations and PR as a member of the press. This is a certification exam sponsored by the Japan Public Relations Association. It is a private qualification that proves that you have the knowledge, skills, and high professional awareness necessary for public relations and PR work. In addition to improving your own knowledge and skills, it also leads to increased trust from business partners. Furthermore, websites are now essential for public relations activities. To effectively utilize a website, web analysis is important, examining data such as the type of people who access the website. The Web Analyst qualification certified by the Web Analyst Association can also be used in public relations and PR work.

The fashion industry is becoming increasingly globalized, with transactions expanding beyond borders and on a global scale. It is not uncommon for Japanese brands to become popular overseas. One of the press's jobs is to respond to foreign media that visit for interviews. For brands expanding overseas, it is also important to sell to local media. For this reason, some fashion brands require their press to have language skills. For press who need to communicate with a variety of people, having language skills such as English and French will greatly increase their opportunities for success.

The average annual income is 5-6.7 million yen. Depending on the company, annual income of 10 million yen or more can be expected.

Two days off a week, or about 8 to 9 days a month. Because of the wide range of work, depending on the job you are in charge of, you may be so busy that you don't have time to take a rest.

Fashion manufacturers, PR and PR firms, etc.

It's a chart that shows at a glance the main routes to a job in the press (PR, public relations)!

プレス（PR、広報担当者）の仕事につくために役立つ資格を紹介しているよ。