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Getting IN: Fashion PR Internship with Danika Daly PR

Everyone knows Alexander McQueen, Betsey Johnson, and Burberry, but what about smaller brands? There are so many designers out there that are full of talent, but haven't been given the attention they deserve. I like knowing I can help make that happen. - Kate Goins

Kate Goins got her start in the communications world early on as an editor at her high school's newspaper. A freshman Mass Communications major at Texas State University, she continues her passion for Public Relations and Communications. She landed her PR internship through her Tumblr account after reaching out to Danika Daly PR. Since then, she has worked as a digital intern and even had the opportunity to go to New York City to pursue PR and her love of fabulously designed footwear.

What is your background?

I am a freshman studying Mass Communications at Texas State University. I got my start in journalism as the Entertainment Editor of The Cy-Fair Reporter, my high school's newspaper publication. I was eventually promoted to Managing Editor, which put me in charge of the design of the paper. My experience with The Reporter allowed me to attend several conventions and competitions across Texas and even a trip to Columbia University.

Why Fashion PR?

I like the idea of getting people to notice the work of an emerging designer. Everyone knows Alexander McQueen, Betsey Johnson, and Burberry, but what about smaller brands? There are so many designers out there that are full of talent, but haven't been given the attention they deserve. I like knowing I can help make that happen.

How did you land your position?

I started up a Tumblr to spotlight my favorite bloggers, whether they have a small audience or thousands of followers. When I saw Danika Daly PR was following me, I thought it'd be a good opportunity to ask about a virtual internship. I emailed her the next day and sent my resume that week.

What are your responsibilities?

Creating contact lists, research, reaching out to press, designing press releases, social networking, blogging, pinning and helping with event/fashion show conception.

What aspects of the job were a surprise to you?

I thought PR would mean supporting someone else's creativity, but it has allowed me to express my own as well through graphic design. Photoshop is now open on my laptop as often as Google Chrome because I'm always working on designing a press release.

What is a recent success story you have been a part of?

I recently had the opportunity to take a trip to New York City to be a part of our client's, By Misha, Fashion Week presentation. Almost as soon as I landed, I was running errands and making my way to the Bernarducci Meisel Gallery to prepare for the show. I spent a bulk of the day behind the lens of my Cannon Rebel, snapping shots of models, make-up artists and hair dressers to post on social media outlets, blogs, and use in follow-up releases. As the show grew closer, I switched into my heels and transitioned from photographer to receptionist, checking in every blogger, friend, and reporter that walked through the door. Everyone was here to see what our client designed and they were loving it. I couldn't help but feel a sense of pride. After sending out countless emails from my remote desk in Texas, I was spending my Friday night in the greatest city among writers (with really great shoes). I felt at home.

My dream fashion PR job would be...

Jeffrey Campbell. I've worn heels all my life and I have to say JC puts out some of the most creative, gorgeous heels I've seen. Along with that, their company message sums up to. "You are Jeffrey Campbell," making the everyday girl feel like she is a part of something. I like that they continue to work with the same values they started with as a small, family-owned company. I think it is important to surround yourself with good people and I believe that the staff at Jeffrey Campbell are just that. Plus, those shoes, they're perfect.


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.

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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