Crosby Noricks is a star in the fashion PR world and has worked hard to break out of the stereotype and add credibility to the industry. Crosby is also the author of the guide to fashion PR, Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, and her website PRCouture.com serves as a growing resource for all things fashion PR. She has kindly offered to let us bloggers in on some of the secrets of PR and how to really stand out and connect with the brands you want to work with!
1.) Who can learn and benefit from PRCouture.com and what makes it unlike any other PR website?
Broadly, I would say anyone working in, or with an interest in working in, the fashion industry. More specifically, PR Couture is a great resource for fashion communicators in public relations, marketing or social media as well as independent designers currently doing their own PR. PR Couture is unique in that it is the only website that both highlights and celebrates the fashion PR profession.
2.) What’s the most memorable story you have in your fashion PR experience?
The one that comes to mind is back in 2009 at NYFW. It was my first fashion week, and second time spending any real time in New York. I had been invited by Microsoft, along with Jennine of The Coveted and Geri of Because I’m addicted, through a blogger sponsorship. I had been going to a lot of shows and experiencing the whole tent, seating, catching a cab drama for days. It was an incredible, though exhausting experience. The most memorable part, however, was sitting front row at the Leanne Marshall show at the behest of Kick PR, who was doing the front-of-house. Kate was one of PR Couture’s earliest supporters and it was just this incredible moment where we met for the first time and were so excited to see each other and instantly knew that yes, we would be friends. That connection of bringing PR Couture to life, plus experiencing a show outside of the tents, that was both intimate and elegant, was a really special moment for me.
3.) In your new book Ready to Launch: The PR Couture Guide to Breaking into Fashion PR you mention lots of important elements for aspiring PR professionals to include in their portfolio. As a blogger, what would stand out most in my portfolio to a brand or PR company?
What would stand out most is any previous work with brands as well as various blog articles that demonstrate a similar point of view as my brand. It would be great to see that you had already written about my brand, without any involvement from PR. In addition, traffic stats, including social media are important. Guest articles or testimonials from well-known bloggers or designers would help drive credibility.
4.) What do you think are the top 3 reason’s brands and PR representatives want to work with bloggers?
Many brands know that traditional advertising only goes so far – and that customers are much more likely to be inspired to purchase if they see something on a friend or someone who they admire. This also extends to fashion bloggers, who have an ability to really own the “real girl,” look. While many of the top fashion bloggers have more in common with models that not, they still offer a style personality and aesthetic sensibility that influences what we, as consumers, buy. So, brands work with bloggers to build credibility with customers. Additionally, bloggers typically have strong social networks. Therefore, working with a blogger can be an effective way to build brand awareness by reaching out to an existing network. Finally, working with a blogger can be an affordable way to develop branded content, whether it be a photo shoot, video, Facebook or Twitter chat, or blog post.
5.) you also mention so many great resources for finding and making the most of an internship in your book . Is it possible for someone that is not currently in college to also get an internship or gain experience in the field?
Thank you! It’s absolutely possible. Virtual PR internships are a great way to get experience while also holding down a day job. I’ve also heard of particularly tenacious high school students who were able to get fashion PR internships.