Journalists in the Fashion, Lifestyle and Beauty sectors are highly influential, on key players as well as magazine readers and customers. As leading fashion journalist Roger Tredre, Editor in Chief, WGSN points out, 'You can produce the greatest products in the world but the most important thing is to convince the press ... You see a wide spectrum in the fashion industry from truly professional pr people to complete amateurs - in an increasingly competitive market, good quality press relations is a key point of difference'.

Jane Robinson of MORI highlights the reasons for carrying out independent research: 'Organisations may get feedback from journalists, but often this is piecemeal and incomplete. MORI can offer an independent, systematic review of key journalists' opinions on companies and on their competitors' performances...'

MORI has been running its Key Audience Research programme for over 30 years, giving a cost-effective but authoritative means for users to understand the views of leading opinion formers. Costs are shared by the participating companies, but results remain confidential. Says Jane Robinson: 'The Press studies are intended to provide practical information to aid the planning of marketing, communications and press relations strategies, and can also help justify the need for spend in public relations'.