sign up

Get a free fashion PR plan template and special offers exclusive to insiders!

First Fashion Shoot by Chris A Michales

5 Ways to Make Your Fashion PR Agency Fall in Love With You

The decision to hire a PR agency is a big one, and fashion designers often joke that they feel like they need a publicist to help with their pitch to get a publicist! Once you have found the right agency and signed contracts, there are a few things you can do to ensure a successful partnership.

Let us Get to Know you. Also, Get to Know us

  • In order for your PR firm to build an effective strategic plan, they are going to need to know some specifics about your background, your business, revenue, average order value, demographics, hopes, fears etc. The more open and transparent (and prepared) you can be, the better your agency can adjust to your needs and expectations.  Beyond the numbers, be available to build a relationship with your team, let them get to know you as a person and take the time to get to know them as well. The more shared connections and productive meetings you can have with your agency the better. It's simple human nature, but we want to work hard for clients who respect us and make us feel like people, making nice with your agency will go far in ensuring you are top of mind and each person on your account is motivated to do their best work.

Be Available, Even When it's Inconvenient

  • Things move very quickly in the PR world, and being able to move like a ninja on media opportunities is key.  Getting approvals on press materials or sponsorship opportunities can require your feedback in minutes, not hours.  Make sure you are available during the work day to speak to your PR contact. Let your PR firm know the easiest and quickest way to get a hold of you - whether that is email, phone or text. If that changes, ie you are going to be out of pocket for a day or two, let your account director know.

Move Mountains for Media

  • When your PR agency calls with an urgent media request (and trust me, it's always urgent), this is not the time to say, "Oh gosh, that's really inconvenient for me, can we reschedule/do this another time?" Your PR team is working very hard to secure opportunities for you, often leveraging relationships built over time. Even if the morning show call time is 4 am, or sending the sample you just finished requires skipping Pilates to make it to FedEx on time, this is part of the game, babe. Saying no to an editor is like locking yourself in a small dark room, and saying no to your publicist is like sticking a knife into her hard-working heart.

Be the Expert in your Business, but Let us Be the Experts in PR

  • Working with a fashion PR agency should be a collaborative process and you should feel free to come to your agency with ideas, articles you have read and even potential pitch angles. That said, you hired this particular agency, probably because they impressed you with past performance, so please take our advice. If we say you need new photography, get new photography. If adding a shopping cart to your site is a must-have, git-er-dun. Please, it is for your own good.

Ask Questions and Hold us Accountable

  • In any business, lack of communication is the greatest cause of unrest.  The more you understand the why, the more trust you build with your agency partner.  Don't feel intimidated by your agency and don't assume that hiring an agency means the end of your involvement in the PR process. Asking questions, requesting status reports and asking your PR Firm to explain a course of action is your right. Just please, try not to ask too many questions at 5:30 pm on a Friday afternoon!

About the author: Crosby


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.

12 Comments

  • Posted December 18, 2009 at 3:32 pm | Permalink

    Just re-reading this post after forwarding to my staff and I just have to say I love this line- “Saying no to an editor is like locking yourself in a small dark room, and saying no to your publicist is like sticking a knife into her hard-working heart.” Perfection! xx
    .-= melissa davis´s last blog ..Less than a week till Christmas… =-.

  • Posted December 21, 2009 at 3:09 pm | Permalink

    These were 5 great tips! It’s crucial, speaking from the publicist’s side, that our clients are confident in our work, respect our requests, and really let us get to know them and their realistic goals. They have to know we are working for them, and that we know what we are doing. Communication is key and cannot be stressed enough, both sides have to know what they are getting into and who they are getting in it with. Also, when deciding to hire a PR firm, potential clients should also keep in mind what they can offer financially. Publicists do work hard and should be paid likewise. So it’s important for potential clients to look around at rates to see what they can afford.

  • Posted December 21, 2009 at 3:09 pm | Permalink

    These were 5 great tips! It’s crucial, speaking from the publicist’s side, that our clients are confident in our work, respect our requests, and really let us get to know them and their realistic goals. They have to know we are working for them, and that we know what we are doing. Communication is key and cannot be stressed enough, both sides have to know what they are getting into and who they are getting in it with. Also, when deciding to hire a PR firm, potential clients should also keep in mind what they can offer financially. Publicists do work hard and should be paid likewise. So it’s important for potential clients to look around at rates to see what they can afford.

  • Posted December 21, 2009 at 3:12 pm | Permalink

    Another comment, haha, potential clients should also approach firms that deal with their businesses or services. Too many times clients approach PR firms that do not have expertise with their industry. If you are a fashion designer, look specifically at Fashion PR firms, etc. This way both sides get desired results.

  • Posted December 21, 2009 at 3:12 pm | Permalink

    Another comment, haha, potential clients should also approach firms that deal with their businesses or services. Too many times clients approach PR firms that do not have expertise with their industry. If you are a fashion designer, look specifically at Fashion PR firms, etc. This way both sides get desired results.

  • connie
    Posted January 21, 2010 at 2:21 am | Permalink

    Fabulous article, Crosby!

  • connie
    Posted January 21, 2010 at 2:21 am | Permalink

    Fabulous article, Crosby!

  • Posted October 15, 2010 at 10:40 am | Permalink

    Couldnt have said it better myself!
    Exactly!

  • Posted October 15, 2010 at 10:40 am | Permalink

    Couldnt have said it better myself!
    Exactly!

  • Posted October 20, 2010 at 5:12 am | Permalink

    This is such a great post. Great information packed in, but a fun & easy read!

  • Posted October 20, 2012 at 3:54 am | Permalink

    What can a start up organization do while I am not quite ready to hire a PR firm do for marketing until I get to a place I can afford an amazing PR firm?

    Thoughts or tips!

  • Posted October 20, 2012 at 3:54 am | Permalink

    What can a start up organization do while I am not quite ready to hire a PR firm do for marketing until I get to a place I can afford an amazing PR firm?

    Thoughts or tips!

3 Trackbacks

Add Comment Register



Post a Comment

Your email is kept private. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. 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 Elixer sessions or shoot me a note.