We adore Crosby Noricks! Meet the woman behind PR Couture, a hearty resource for Fashion PR, Marketing and Social Media professionals and those looking to break in to the field.
Current location: San Diego, CA
Where are you from? I’ve lived in California my whole life in lots of different places.
Education: BA, Pitzer College, MA, SDSU
Business & Formal Title: Founder/CEO, PR Couture
What is PR Couture? PR Couture is an online destination for students, PR practitioners and brands to learn more about PR, marketing and social media in the fashion industry. In addition to our popular blog (ranked the #5 top global PR blog), we also offer a job board, agency directory, media lists, books and consulting.
What did you do before? I ran PR Couture from 2006-2013 in addition to full-time agency work. Most recently I created and then managed the social media department for a digital marketing agency. Before PR Couture I was in graduate school and managing the in-house PR and marketing department for a popular celebrity-inspired jewelry company.
What did you think you’d be doing now whenever you were 10? I think that by 10 I definitely had a vague idea that I wanted to work in fashion when I grew up, though it was likely as a fashion editor (I started subscribing to fashion magazines in 4th grade!). I certainly had no idea about the Internet, much less blogs, though I suppose that I do write a lot about fashion, so in that sense that dream came true!
Is PR Couture your dream job? If not, what else is in the works? I am grateful that PR Couture affords me such a high level of freedom to work when and where I want. Increasingly, it’s giving me opportunities to work with fellow industry entrepreneurs, fashion designers and brands and to choose projects that I find creatively challenging or inspiring. I’ve considered several other paths in addition to PR Couture, but I haven’t yet stumbled on that inner zing that says, “yes! this is what you should do next,” so in the interim I’m quite happy serving my community and exploring work through PR Couture.
Are you involved in any side hustles, ladypreneur collabs or baby projects? Tell us about them. Absolutely!
Fashion PR Confidential: I co-teach a 2-day workshop for aspiring fashion publicists along with Danika Daly. In 2014 we will be in Austin, NYC and LA!
Build Your Fashion Brand: I’ve partnered with Nicole Giordano, Founder of Startup Fashion, to host virtual courses for emerging fashion designers that teach practical DIY tools that can be easily implemented for more success. We cover everything from PR and marketing to showrooms and sales. Our 2013 Spring and Fall courses are available for download, and our Spring 2014 courses will be announced asap.
Sterling Forever: I’ve recently accepted a Director of Communication role within Sterling Forever, a new celebrity-inspired jewelry website.
PR Couture Shop: One of my big goals for 2014 is to introduce an ecommerce component to PR Couture, filled with hand-picked PR Girl essentials. To that end I am currently collaborating with Katie Davis of Sad Shop and Sara Sumae of Spun on a few fun things for the shop.
What does your daily routine consist of? Each day is a mix of business development, writing and editing pieces for the blog, consulting sessions (I do most of these over Skype), coffee/lunch date meetings with partners and friends, social media outreach and promotion, and generally making sure everyone on my team has what they need to get their work done and that I’ve responded to the majority of time sensitive emails. However, from the outside it probably just looks like a lot of me, typing furiously on my laptop, from bed, my kitchen table or my couch! Some days the work is pretty solitary (I often joke with my personal trainer that she is my social hour!), but other days it’s filled with conversation and collaboration.
How do you balance work and life and is that actually even possible? I constantly and consciously make the choice to either work or play, and I deal with the consequences of each choice. I’m lucky in that most of my work is created by me – the result of things I want to produce or launch or change – so how quickly that gets done is up to me. Because I have a lot of freedom to choose when and how I work, I can be more flexible than many of the important people in my life – so I choose to work around their availability in a lot of cases.
You have to do it and you hate it – what is your least favorite task to do at PR Couture? Sending out email newsletters for special events – I think I have made at least one big mistake each time I have sent one out – to the point where I joke about having to fire myself! This is one task I definitely need to outsource to someone with a more detailed eye who knows to check her work.
What are your favorite business lady apps? Paypal – it’s great to see little announcements when money comes in, not gonna lie! Instagram – Might not qualify as a business app, but it’s huge for fashion and I’ve been enjoying figuring out what our followers respond to, and how to build our brand visually through the platform. Follow us @prcouture
Top 5 favorite cities?
Red, White or Sparkling? Yes.
Tell us the best place to eat in your city. If it’s your kitchen, share your favorite/best recipe. You can never go wrong at Cucina Urbana.
Words to live by . . .
“Say yes, and you’ll figure it out afterwards.” – Tina Fey
“Never cut what you can untie.” – Robert Frost
“Attention is the rarest and purest form of generosity.” Simone Weil
“Being well dressed is a beautiful form of politeness.” – Unknown
In 5 years you’ll be . . . full of amazement.
On being a woman entrepreneur . . . It doesn’t have to be perfect. Remember to play. Remember to rest. Be generous, always.