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Turn a New Hire Announcement into a Media Outreach Opportunity

When long-time friend of PR Couture Kristen Calavas shot me over a quick note to let me know about her new position as the in-house PR manager for the US division of FitFlop, I loved not only hearing the news, but the original postcard that Fitflop created to announce Kristen's new position within the company.  What a fun, unique way to announce a new hire.

And, because we love a good career story, I asked Kristen to update us on how this new job came about. Kristen was most recently President of, an online fashion directory resource she founded and launched for PR professionals. She was also busy consulting, taking on freelance pr campaigns and doing video production projects. Then, FitFlop's UK department reached out to Kristen, "A friend knew I was open to settling into something full-time and recommended me. This is a great opportunity to seize the reins of a PR campaign in the critical growth period of a young, booming company. I’m thrilled to be a part of Marcia Kilgore’s team and learn from her entrepreneurial genius."

Best of luck Kristen! How do you announce changes in your company? What do you think of this approach?



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