Fashion PR Pros: Interview with Nicole Garner of The Garner Circle PR

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With a plethora of shiny awards and accolades to their credit, The Garner Circle PR , an Atlanta-based PR, lifestyle marketing and event execution agency with with offices in New York and Los Angeles, ranks highly as one of the most innovative and out of the box agencies on record. After shooting off questions to Nicole Garner, President and Ceo of The Garner Circle, I got schooled (literally) on ins and outs of what makes a stand-out agency like hers shine. And take note fashion PR wannabes! Garner teaches a class on fashion and beauty PR called Behind Le Shades!

PR: What is The Garner Circle PR all about?

NG: The Garner Circle is a boutique public relations, lifestyle marketing and event execution agency headquartered in Atlanta, with offices in New York and Los Angeles. Specializing in fashion, beauty, entertainment, and lifestyle.

Company Mantra:
We are. Your CONNECTION. Your “IN THE KNOW”. Your EXCLUSIVE LINK. Your VIP PASS. Your TICKETS TO THE FRONT ROW. Your FORTUNE TELLER. Your BIGGEST CHEERLEADER. Your ICING ON THE CAKE. Your INTERNAL BRAINSTORM. Your LEFT BRAIN to your RIGHT BRAIN. Your JOURNALIST to your FEATURE. Your WORDS that complete your SENTENCES . Your PLACEMENT IN THE “INK”. The Garner Circle .. ARE YOU IN?

PR: What makes The Garner Circle PR unique?

NG: We go after non-traditional and out the box clientele and we approach many of our pr campaigns with an aggressive/ modernistic approach.

PR: Any recent agency highlights?

NG: Top 30 most influential women in the city of Atlanta, Power 30 Under 30, High Heels in High Places National Honor, Online PR award for the launch of the $50,000 sneaker for generating over one million mentions, and fastest growing PR firm in the SE region.



PR: What are The Garner Circle PR’s areas of expertise?

NG: Fashion, beauty, entertainment & lifestyle

PR: Who is on The Garner Circle PR’s client roster?

NG: We have worked with Porsche, Nike, Loreal, Courvoisier, Adidas, New Era Cap, Tom Ford glasses, P.Valentine celebrity boutique, Laced Up, Ciara, Keri Hilson and more

PR: How does The Garner Circle PR measure success?
NG: For the effectiveness of PR Campaigns we compile impressions and rate them against standard advertising rates, also we compare the effective the effective of PR objectives, and we look at long- term results.

PR: Tell us a little bit about the fashion PR course you teach called “Behind Le Shades.” What is your goal in teaching this class?

NG: To help students understand the difference that makes beauty and fashion PR unique. From utilizing the fashion show properly, to understanding the “beauty closet”, to the importance of high- resolution photos that clearly display the quality of the product. I focus on the things they never taught you in your typical PR courses.

PR: What academic advice do you have for students considering a career in fashion PR?

NG: Get out and travel and see as many perspectives to the world you are about to enter into as possible.

PR: What are some of the unique opportunities and challenges in the Atlanta fashion market?

NG: Some of the challenges include the lack of universal platforms to display fashion and the lack of resources for designers. Unique opportunities include the plethora of inspiration to draw upon, not overly saturated, and more appreciation for things that off the cusp.

PR: How has establishing offices in Los Angeles and New York helped your firm?
NG: Establishing national presence and extending reach

PR: In addition to partnering with different PR agencies, advertising and graphic design firms, you have a new media division, called Noise. How is Garner Circle leading the way in terms of new media services?
NG: We have assembled a group of trendy techies, cyber punks, new wavers, blog enthusiasts, and online pioneers, to provide a non-traditional approach to traditional PR methods. Using new media in conjunction with standard practice provides longevity and saturation for our PR efforts which enables our clients to tap into new markets effectively.

PR: What are 3 must-reads each day for you?

NG: WWD, Newswires, Style.com, Perez Hilton

PR: In your experience, how is PR shifting or evolving?

NG: It is evolving into a world of mastering new media, social networks, and blogs. Magazines and other print publications are closing their doors every day, so PR professionals need to stay abreast and be prepared for change.

PR: What has been the most successful promotional tool in seeking out new business and converting inquiries into clients?

NG: I call it the “experience theory”. I invite potential clients out to company events and keep them abreast of company developments and this usually engages them to become clients.

PR: What do you find is the most important piece of the puzzle when getting your clients message out?

NG: Determining their message points in the beginning and making sure all material following stays consistent

PR: What are three upcoming trends (can be cultural, industry, media, or fashion related) on your radar?

NG: Being green, mobile communication, and lots of color

About This Author

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 spends her time managing PR Couture and mentoring fashion publicists through PRISM and Instappable, as well as the biannual NYC workshop, Fashion PR Confidential. Occasionally, she opens up limited consulting spots for emerging brands through her signature offering, The Brand Elixir.