When it comes to public relations in the fashion industry, it seems as if higher education didn't give it much thought. Well, that's where Crosby Noricks of PR Couture comes in. In a time where information on fashion public relations is much needed, Crosby has stepped up to the plate to provide the help and advice that people need.
I'm grateful that Crosby took some time out from her hectic, but easy-breezy life in San Diego to do an interview...(Life is never hard in a city with beautiful weather! I should know, I live in San Diego too!)
MP: Tell me how you got into public relations. What inspired you to start your own blog and your own company?
CN: In graduate school for Communications, the PR classes were the only ones that allowed for the most creativity! I have always been interested in fashion studies, and ended up combining my interest in fashion with my growing understanding of public relations in a Master's thesis about Fashion PR. It frustrated me to no end that none of the academic PR journals had looked at Fashion PR, and that there was so little information available online about the profession. I found myself with a passion that existed mostly in a 100+ page tome and few readers! The decision to start PR Couture stemmed from that desire to create a resource online for Fashion PR. The decision to start my own company came about when the agency I was working for dissolved. I recently went back to agency life in order to launch a new upscale boutique in .
MP: Is this something you've always wanted to do?
CN: PR is a synthesis of many of the things I have always been interested in – writing, design, and communicating. I knew that I wanted to work in fashion, but the how was always a bit blurry.
MP: What is the biggest misconception with fashion PR?
CN: I think people tend to look at fashion as a glamorous, aspirational industry and sure, there is an element of that. However, for all the couture designers and big labels, there are tons of smaller companies and emerging designers who also utilize PR. Coupled with that, there is a perception that fashion is trivial, and that those who are interested in fashion are superficial and somewhat vapid. To me, fashion plays an important role cultural history, and is a way to express individuality or conformity. Those who work in the industry are often smart, passionate individuals who see fashion and clothing as much more than models walking down a runway.
MP: What advice would you give a fashion designer just starting out who wanted to do their own marketing/PR?
CN: I think that developing a strong brand voice is key – I would encourage them to take the time to figure out what that is, who their target audience is, and then communicate directly with those potential customers. Fashion blogs are a great way to drive interest with minimal cost.
MP: What is the biggest mistake many people make when trying to get word out about their company?
CN: I think that people are often so eager to get the word out that they do so before all the pieces are in place. They may send out a press release but not have product available, or hi-res images of the clothing. This is the wrong way to start making an impression on an editor.
MP: What is the biggest challenge you face in the work that you do?
CN: Managing client expectations. Not everyone can be on Oprah overnight!
MP: If you could have any fashion designer as a client, who would it be and why?
I would love to work with Jovovich Hawk. Their designs continue to inspire me, and I think it would be a great experience to work with women already well versed in the fashion industry.