[This interview originally appeared as on Vox Pop PR Careers, a careers website for young PRs. It's a great resource for anyone in the field, and worth checking out! -CN]

When Crosby Noricks could not find information on fashion PR in 2006, she created PRCouture.com, an award-winning resource about fashion PR. In this interview, Crosby lets us know how she built her online powerhouse.

1) When you started PR Couture, did you have any idea that it would be so popular and even get you an award as blogger of the year?

Absolutely not. I knew I wanted to create a space online to talk about fashion PR, because when I was writing my Master’s thesis it was really hard to find any research – academic or anecdotal about the profession. I knew that there was nothing like what I wanted to create out there already but certainly at the start I had no real long-term goals or sense of how long I would stick with it. I went through a period of questioning if I was the right person to do this – but I also had this tiny voice saying, “well, why NOT you?” and that was the one I tried to listen to.

2) How important is PR to fashion brands?

Many fashion brands often turn to PR because 1) they don’t have large budgets to sustain advertising campaigns and 2) there is more perceived credibility when say, a dress shows up in the Editor’s picks section of Lucky Magazine, rather than in a full page ad that so many people just skip through to get to the real content of the magazine. Fashion is all about the story and how a particular piece fits in to a larger trend, even certain societal and cultural movements, PR is key to telling that story effectively and over time.

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