Fashion's silent titans: The secret lives of press officers
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They're key actors in the world of fashion – but rarely seen or heard. It’s the job of press officers to come up with innovative communications strategies to get the media to relay their brand's messaging. And then there's the small matter of getting customers to believe the brand is worth those hefty price tags. It’s complicated work that requires diplomacy, a way with words and audacity. FRANCE 24 finds out more.