 With blogging platforms such as Instagram, Tumblr, Wordpress, and other sharing sites, bloggers have emerged as expert fashion commentators, shaping brands and having a great impact on what is ‘on trend’.Women in the fashion public relations industry such as Sweaty Betty PR founder Roxy Jacenko and Oscar de la Renta's PR girl Erika Bearman, have acquired copious followers on their social media sites, by providing a brand identity and a behind the scenes look into the companies they work for.Social media is changing the way practitioners deliver messages, as they are concerned with the media, and also customer relationship building.