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7 Tips from The Pocket Guide To Fashion PR


Chapter: To Give and To Receive

Brief Description: This chapter relates to the sending and receiving of products to and from your target media. We discuss how to present your products and what information should be included each time you send out press samples.

Tip: Remember, each label, sticker and docket is free advertising for your brand, ensure your products clearly exhibit your brand name. You are raising awareness of your label every time you send out a delivery. A few carefully designed A5 stickers can work as wonderful logo carriers for the front of your bags. Coloured tissue paper casing each sample will send the message that your products are important to you and should be treated with care.

Chapter: Keeping A Record

Brief Description: Record keeping is perhaps the most important aspect of handling your own PR. By retaining clear and concise records of your actions you will speed up the entire PR process as well as keeping confusion to a minimum.

Tip: To aid the organisation of press correspondence and to appear more professional, set up an independent email account for your business, i.e. press@usual address.

Chapter: Release Yourself

Brief Description: We will regularly refer to your press release throughout this guide. Your press release is simply a few paragraphs providing key points on you, your label and your current collection.

Tip: A popular method for writing press releases is to concentrate on the 5 W’s. To ensure these W’s are applicable to the fashion industry, we have provided you with the following points to consider:

  • Who? Brief description of the label/designers, who you are
  • What? What products you design and for what season
  • Why? Why you have been inspired, why you design
  • Where? Where to find the collection; shows or stockists
  • When? When the collection launches, when it is available

Chapter: Looking Good

Brief Description: This chapter is concerned with the shooting, presentation and desired effects of your images. From lookbooks to jpegs we discuss many of the options open to when handling the visual side of your PR plan. We also provide advise for preparing for a shoot.

Tip: Aim to include each piece from your collection. If you design throughout the season, you may prefer to use a mannequin or opt for the still life option. Recreating an orchestrated shoot for additional pieces later on in the season may be tricky. Ensure you can update these new pieces easily in to your lookbook as they arrive.

Tip: When shooting a new collection, take advantage of the facilities. Have a mini make over and take a few professional shots of you and your team. You may be required to provide these images for future press coverage.

Chapter: Knowing The Names

Brief Description: When contacting your key press you should possess at least their basic information, including their full name and job title. This chapter offers suggestions for obtaining and maintaining a solid contacts database for your target media.

Tip: Take care in noting subtle changes in job title. It can be easy to miss the promotion of “Acting Deputy Editor” to “Deputy Editor”. Consider your frustration if you were continually referred to as an assistant when you had been promoted to Manager some time ago. Always make immediate changes to your database if a contact has recently married and taken a new surname.

Chapter: Loose Buttons

Brief Description: At some point a button will fall off your PR plan and invariably you will have to deal with damaged samples, lost accessories and frustrating obstacles that might hold you up. This chapter reveals some of the black holes you will encounter and how best to approach them, as well as offering a few pointers for other, more general aspects of handling your own PR.

Tip: Misprints - If one of your samples is used in a fashion shoot, then it is vital that you are credited correctly for your designs. However there are occasions when publications print inaccurate information. In this instance, you must notify them immediately. No publication wants to provide their readers with incorrect information and they will usually do all they can to rectify the situation. The publication can notify readers of their mistake in a subsequent issue or, as with missing samples they can provide more coverage as a means of apology. The important point to remember in this instance is that you are losing potential sales and possibly giving another label credit for your designs. Be sure to persevere when seeking an amendment.

About Sophie Sheikh

Sophie Sheikh founded the boutique fashion PR company Preo PR in 2001.  Passionate about fashion, Preo focused on emerging new fashion talent, concentrating on raising the profile of some of the UK’s hottest new labels. Success stories include Laura J London (previously Lollipop London) and

Sophie soon became the resident PR trainer for the Craft Central association, providing regular ‘PR surgeries’ to a vast number of the networks’ clothing, jewelery and accessory designers. It was this experience that inspired The Pocket Guide To Fashion PR.

I ordered a copy from Amazon and it arrived in about a week - can't wait

About the author: Crosby Noricks

Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.


  • Posted November 3, 2009 at 9:35 pm | Permalink

    wow, this is certainly a book i need to get my hands on, which i’m do right after i finish this comment!! as a young designer, i don’t have the type of funds available to get any pr representative. so everything will be done myself. although i know some basics, i’m really quite clueless about what steps i need to take! this book sounds like a dream come true. i only hope it contains some really solid tips that a designer can actually use!
    .-= queengilda´s last blog’s get-up 29oct09 =-.

  • Posted September 22, 2010 at 1:09 pm | Permalink

    looks like a book i will need to get. interesting info thanks for posting.

  • Posted September 22, 2010 at 1:09 pm | Permalink

    looks like a book i will need to get. interesting info thanks for posting.

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions for brands or shoot me a note at