5 Reasons Forward-Thinking PR Professionals Should Pay Attention to #Shoporg17

As communication professionals, we are constantly tasked with staying ahead of the curve. These days the curve is beyond simply the major shift in effort and approach as a the result of digital; now we need to see into the future, not only for out clients’ sakes, but to ensure our own professional longevity.

The important conversations, the critical innovations and guidance on how to navigate retail in the years to come are all happening at the National Retail Federation’s annual Shop.org conference, starting Monday in Los Angeles.

As a special correspondent for the show, I’ll be sharing a ton of valuable information, discoveries and thoughts through our social channels (as well as a Twitter takeover of the @NRF account on Wednesday). Here is what is on my can’t miss list:

They Want it All – the Empowered Consumer

A chance to learn how West Elm and Target are changing shopping? Yes please.

Not just mini-millennials: What makes Gen Z unique

At a certain point, you stop being the youth and start having them for interns! As such, I’m very interested in learning more about the digital native – straight from Ypulse (have been a fan since college) and the other panelists.

Women rule: Entrepreneurial inspiration

I’m all about brands who stand for something bigger, and can’t wait to learn more about BeautyCounter’s approach to growing a movement.

About This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. A decade later, Crosby is a successful fashion marketing strategist who spends her time championing PR Couture's growth and mentoring fashion publicists through her signature online course PRISM. Learn more about opportunities to work directly with Crosby at her website crosbynoricks.com