A Quick Guide to Launching Your Own Fashion PR Agency

Building on a fifteen-year career in public relations and special events, Amy Lagae established Avenue Public Relations with the intent on taking her passion for media to a new level. In launching her own boutique agency, she will bring a unique approach to the industries in which she has spent her career: fashion, lifestyle, luxury services, and charity work. Ms. Lagae’s rich career includes positions with Vogue Magazine, House of Lavande, The Orlando Shakespeare Festival, The Henry B. Plant Museum and The University of Florida.

In her own words, Amy shares with PR Couture about her decision to launch her own company and the challenges she faced:

The logo for me was a bit of a struggle, which is why I ended up going with something very simple. Coming up with branding ideas for clients is easier, because you think out of their box for them without really trying. When you are in your own box , so to speak, it’s scary to let yourself out. I chose the word “Avenue” to brand my company because I love the idea of reaching potential clients globally. Avenue could be Park Avenue, Worth Avenue, Avenue Montaigne….. I wanted to let potential clients know that I can provide service everywhere! I am working very hard on a Paris office right now. It’s my next big goal.

I definitely want to be available to my clients whenever they need me. I answer most emails and phone calls within an hour, if I can’t, I let them know exactly when I will be available and I am.

Media today is so vast. There are an infinite number of opportunities for all of my clients: publishing, television, internet…. it’s boundless. If a client has a dream of being in an International publication, I want to have the resources to get it for them and I work on global networking daily.

In the end, it’s not really about being “different” [from other agencies], it’s about being effective and doing your best every day for every client.

Right now, I am concentrating on doing the best job I can do for my clients. Word of mouth and tangible results are my best advertisement.



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.