Name: Crosby Noricks
Location: San Diego, California
Company: PR COUTURE
Title: Founder & Editorial Director
Education: M.A. Communication, San Diego State,
B.A. Media Studies, Gender & Feminist Studies, Pitzer College
Contact information: firstname.lastname@example.org
Social Media Handle: @prcouture // @crosbynoricks
Crosby Noricks is a truly inspiring female entrepreneur and personal role model of mine. Before I ever decided on a career in public relations I followed her website- were talking like at least 4 years ago! Never did I, or could I imagine that one day I would be a guest writer on her website, or be featuring her on mine. She is a down-to-earth real California girl that is just unbelievably kind.
Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. Crosby was included in the iMedia 25 as a key influencer in interactive marketing, and is an experienced fashion & consumer marketing strategist.
MEET CROSBY NORICKS!
Fun Facts About Crosby :
Favorite color: gray
Favorite Quote: attention is the rarest and purest form of generosity. ~simone weil
Favorite Food: caramel gelato
Favorite Band: fleetwood mac
PETS: oliver, maine coon cat, inherited via relationship
HOBBIES: putting things in my shopping cart online and then seeing if i get an abandoned cart email with a discount. reading in the garden, beach picnics.
WHY DID YOU CHOOSE A CAREER IN PUBLIC RELATIONS?
I liked that PR requires a strategic mind as well as a creative one; the mix of ideation, writing and events appealed to me.
WHAT GAVE YOU THE IDEA TO START PR COUTURE?
During graduate school I wrote my thesis about Fashion PR. While doing research, I was frustrated by the lack of information available online, not to mention the way that fashion & lifestyle verticals were dismissed or completely ignored in textbooks, academic and trade journals. I wanted to create a resource for others who were interested – or already a part of – the industry and to continue to study and connect with professionals in the field. I had just enough technical and graphic skills, plus experience doing early blogger outreach through my job in jewelry PR and marketing, to put a blog together.
WHEN AND HOW DID YOU START THE WEBSITE?
I started PR Couture in December, 2006. At that time it was just a basic blog theme on the domain, which I figured out how to set up over the weekend. A friend who was a designer created the first logo. I set up keyword google alerts and started writing and covering the links that came in.
WHAT HAS BEEN THE BIGGEST CHALLENGE IN CREATING AND MAINTAINING PR COUTURE?
The biggest challenge for many years was balancing a full-time job on top of managing the site. Recently, the bigger challenge is that the online publishing space has changed and there are now multiple sites publishing their own, venture-backed, business-related, fashion-specific content. While we have a specific niche – serving fashion & lifestyle communicators – and operate as this hybrid content-rich/educational resource – this is still a very small operation. Right now the biggest challenge is growth.
WHEN DID YOU GET YOUR FIRST REAL CAREER BREAK?
In 2008 I was recommended to head up the new social media division for a well-regarded digital marketing agency. That was the first position where I truly had the space and endorsement to create something from the ground up.
WHAT ARE THREE MUST-HAVES ESSENTIAL TO YOUR JOB?
My writers – PR Couture is made so much stronger by bringing in the multiple perspectives and areas of expertise of industry professionals.
Asana – Since making the switch from primarily using email to using a project management platform I feel much more organized and spend way less time searching for that one email thread about that one thing.
My team – from my business coach to interns and designers, this primarily one-woman show could not function without the people I turn to to help me make smart decisions and help me to build, execute and optimize our efforts.
HOW DO YOU STAY ON TOP OF INDUSTRY TRENDS?
I read a lot. And I talk to my writers about what issues are top of mind for them.
WHO HAS BEEN BEEN THE BIGGEST ROLE MODEL, INFLUENCE OR MENTOR IN YOUR LIFE?
My mom, always.
WHAT IS THE BIGGEST MISCONCEPTION ABOUT FASHION PR?
That it’s a superficial, ego-driven industry fueled by nepotism and champagne.
HOW DO MANAGE THE DIVERSE PERSONALITIES YOU COME ACROSS IN FASHION PR?
I’ve been lucky to work with amazing, hard-working publicists and agency owners. If someone is difficult to work with, we simply choose not to work with them again. In terms of consulting, I’ve been very lucky in that most of the people who are drawn to work with me are wonderful people I truly enjoy.
WHAT’S THE HARDEST THING ABOUT BEING AN ENTREPRENEUR?
Everything rests on you.
WHAT ADVICE WOULD YOU GIVE SOMEONE WANTING TO START THEIR OWN BUSINESS?
Figure out who and how you want to help. Or what you want to say and to whom. Then, start doing that. Once you’ve invested in your audience, think about what you could make or offer that would make their lives better. Then do that.
WHAT IS THE BEST ADVICE YOU HAVE EVER BEEN GIVEN IN LIFE?
We don’t get to choose what happens, we only get to choose how we react to it.
WHAT IS SOMETHING THAT YOU THINK EVERY ENTREPRENEUR SHOULD KNOW?
No one is going to care as much about your business as you do – adjust your expectations accordingly!
WHAT IS SOMETHING THAT IS OFTEN MISUNDERSTOOD ABOUT YOU?
I think it can be easy to mistake introversion for a lack of interest/enthusiasm. I’m not bubbly or loud, I’m more of a quiet observer – at least until I get comfortable. Sometimes this gets misunderstood as me having a miserable time, or acting like I’m “above it.” Most often, I want nothing more than to be “in it.”
WHERE DO YOU SEE PR COUTURE GOING IN THE NEXT 5 YEARS?
I’d love to see PR Couture as a bigger operation, manned by a team of experts who love diving into their work each day. I have some big plans and I’d hope that at least a few of those have been realized!
Thank you Crosby for taking the time out of your busy schedule, not-to-mention the last few days of your pregnancy to give this wonderfully insightful interview. And, for letting us Canadians get a better glimpse into the world of FASHION PR!
Kayla Logan PR