Nasty Gal Files Chapter 11, Billion Dollar Retail in Canada & Vogue’s Festival

Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of November 7, 2016

  • Oh Canada. International retailers like Nordstrom and Saks Fifth Avenue are flocking to the great white north for its billion-dollar opportunity (via Business of Fashion)
  • The PR industry is about to shift on Dec 1, 2016 when the salary threshold for overtime will be raised to $47,476 per year. Is this the end an era for PR workaholics? (via Forbes)
  • Here’s a recap of Vogue Fashion Festival 2016, a 2-day fashion conference & masterclass event that explores the past, present and future of fashion (via Clausette)
  • Rise of the chatbots, live video streaming and mobile first are just a few of the social media trends  projected for 2017 (via brandwatch)

  • Snapchat has finally revealed how and where it will sell its new Spectacles to the public (via Time)

PR Account Executive

Position: Beauty/Social Media AE
Company: MediaCraft
Location: NYC
Learn more

Yes, You Need to Listen to these 10 PR Girl Approved Podcasts

Top 10 Podcasts Fashion and PR Girls Should Be Subscribing to

There are a gazillion podcasts out there. I know because I listened to just about all of them while putting together this list. Only the crème de la crème for you, darling.

So get your subscribe finger ready and reap the rewards of my hard work (listening to podcasts at the beach for work, #roughlife no?). Each of these podcasts is PR Girl approved and ready to inform, inspire and entertain you from your morning commute to stuffing swag bags to your evening sweatathon.

Fashion Friends

ChiCityFashion Founder, Blogger and Podcast Host Jena Gambaccini dishes about the week's trending fashion news with notable guests like Boy Meets Girl’s Stacy Igel and Founder and CEO of Modern Citizen, Jess Lee. This podcast is like having a Fashionista or Business of Fashion article read to you - with a side of witty commentary and a drizzle of good-natured banter. You might even be able to replace google alerts with this newsy pick.

Start with: Creating A Fashion Brand + Giving Back With Boy Meets Girl’s Stacy Igel

Pitching PR

Host Leslie Luce is currently a graphic designer but she’s a veteran PR girl. Pitching PR is a down-to-earth podcast that explores the tools and skills communicators need, no matter their career level. Best part? She doesn’t sugar coat anything so you're getting the real deal. So cut the jargon and check out this podcast!

Start with: How to Come Back From Burnout

Fat Mascara

Real life beauty editors Jessica Matlin (currently Beauty and Health Director at Teen Vogue), and Jennifer Goldstein (Marie Claire’s Executive Beauty and Health Editor) share the latest beauty news, insider dish on the latest products, and refreshingly candid stories from their beauty adventures. You can count on this podcast for juicy celebrity interviews, such as Orange is the New Black’s Dasha Polanco. Fat Mascera is a must-listen for the days you are one lipgloss swipe away from losing it.

Start with: Self Lovery

Spirit of 608: Fashion, Entrepreneurship, Sustainability + Tech (F.E.S.T)

I’ll give you 3 reasons why you need to listen to Spirit of 608. 1) Creator Lorraine Sanders is a former fashion journalist who knows PR. 2) Lorraine isn't afraid to raise important issues like sustainability and social responsibility. 3) Spirit of 608 will give you tons of insight into the newest fashion tech startups and the women leading them. This knowledge makes for excellent talking points at your next new business meeting or networking event.

Start with: PR Couture's Crosby Noricks on Fashion PR & Taking Your Side-Hustle Full-Time In Style


Nasty Gal Founder Sophia Amoruso’s podcast is worth a listen, if only the incredible guest line-up. Sophia interviews women across all forums, platforms and industries, and she has a knack for asking questions that unearth unexpected gems of advice. All in all, the format that feels like you're kicking back with your girlfriends, chatting over a glass of pinot - perfect for the subway ride home after a long day.

Start with: Brit Morin, Founder & CEO of Brit+Co


You know that feeling of utter industry overwhelm? A great solution is PRWEEK’s weekly podcast. The trade magazine's editorial team discuss the latest news and issues affecting PR professionals globally.

Start with: Tiffany Guarnaccia, Founder of Communications Week

Fashion Is Your Business

Plain and simple, Fashion is Your Business is the world’s leading fashion and tech podcast. The hosts bring together fashion, technology and business experts from companies like Intel, google and lululemon for robust conversation.

Start with: Jennifer Yemu Li of MuseFind – One Million Influencers

The Lively Show

Jessica Lively provides an audio retreat from the chaotic PR world with her delightful podcast. Fans of Jess will know that her entire ethos is based on living with intention. This is the perfect listen when you need to reinvigorate and access some latent motivation.

Start with: Curiosity, Epic Self-Compassion, & Creativity with Elizabeth Gilbert


Top reason to listen? Host and Filmmaker Jay Buim’s smoky, dare I say sexy, voice. And maybe also because it's MAN REPELLER, and we need more MR our lives, always. This podcast features conversations with inspiring women, many of whom are business mavens. Pair an incredible guest list with a host who loves women, like really really loves them, and you're guaranteed a thoroughly entertaining listen, every time.

Start with: Interview with MAN REPELLER Founder Leandra Medine

Office Hours With College Fashionista

I could just name drop all the incredible industry leaders featured on this podcast like Elaine Welteroth, Fitness and Beauty Editor at Teen Vogue, Jayna Maleri, Digital Style Editor at Condé Nast, Aya Kanai, Executive Fashion Director at Cosmo and Seventeen, Connie Wang, Fashion Features Editor at Refinery29...Oh, wait, I just did. Do you need any more reasons why you need this podcast in your life? Me thinks not.

Start with: Interview with Danielle Bernstein, We Wore What

PR Industry News: Beach House PR, Sizers & Women in PR North America

PR Couture Industry News for November


Beach House PR signs TONI+GUY and will be in charge of social media, digital, and event activations for über-florist Eric Buterbaugh LA and EB Florals, Eric’s floral-inspired perfume collection. In addition, the agency has annnounced the addition of Liz Spornick, Sr Social Media Manager; Brittany Hohl, Sr. Account Executive PR, and Ellie Wiekamp, Account Executive, PR.  Finally, Beach House Nicole Kegley, formerly Account Executive, Influencer Marketing is now Senior Account Executive + Brand Communications.

Sizers has won the 2016 annual nonprofit Footwear and Friends Micro-Pak Ltd. award. Footwear and Friends is a charity in London, England that provides financial assistance to people in the Shoe Trade.

The Organization of Canadian Women in Public Relations has announced the launch of their sister organization, American Women in Public Relations. Together, the organizations form the networking group Women in PR North America.

4Elements Media now represents Khuli Chana, one of South Africa’s biggest music artists.

The Martina Arroyo Foundation honored fashion designer Adrienne Landau at its 12th annual fundraising gala.

Do you have agency or industry news to share?
We would love to feature employee news, new client announcements, awards, partnerships and more!

Contact us at

Brand Girls We Love: Chanelle Laurence, Co-founder of Valley High

Chanelle Laurence,Co-founder/Creative Director, of Valley High

If you’re not the exactly a dresses and pearls type of girl and that off-duty look is more your style, I have a brand for you. Valley High is a clothing brand made in Los Angeles, co-created by designer Chanelle Laurence and her fiance Christian Ojeda. Chanelle began as a fashion blogger and vintage shop owner while Christian Ojeda was formerly a graphics designer for multiple street wear brands.

Growing up in LA, Chanelle and Christian have always had their pulse of what the “cool kids” are into. Compiling influences from music, art, and street style, Valley High is a distinctive brand built with that Southern California lifestyle in mind. From athleisure separates to silk bomber jackets, many of the pieces pull from boyfriend-style silhouettes and feature bold graphics. I’ve been lucky enough to offer some PR support to the brand and today, Chanelle shares her journey developing the Valley High brand from concept to launch and beyond.

Chanelle Laurence,Co-founder/Creative Director, of Valley High
Chanelle Laurence
Co-founder/Creative Director
Los Angeles, CA
Valley High
@valley_high / @chanelledotcom
@valley_highh / @chanelledotcom

How did you get started in the industry?

I started by getting my degree in fashion design at FIDM, then went off to dance professionally for a couple years (not fashion related). After that, I started a fashion blog in conjunction with an online vintage clothing store and the rest is history. I made sure to throw myself into everything and learn everything I could when I was first starting out. I went to every event I was invited to, met every person I could meet and read every article I could read. I’m able to apply all of that experience to what I’m doing today and it’s really rewarding.  I’m still learning and growing all the time and one of the promises I made to myself is that I will never stop learning and growing.

Tell us a bit about Valley High

I always found myself shopping in my boyfriend (now fiance’s) closet. I always wore his sweatshirts and t-shirts and when I would go to look for stuff like that for women, there was nothing. There were cute shirts that said funny phrases, but nothing was edgy enough for me. We really wanted to bring men’s streetwear graphics to the women’s side as well as presenting  boyfriend style fits that fit women in the right places. Everything that was sold as a “boyfriend fit” was still a “girlfriend fit” to me, it was never long enough or baggy enough.

Our brand has morphed into this edgy, yet girly, collection (I’m not even quite sure if it’s considered streetwear anymore) that you can wear no matter what mood you’re in. We want to make pieces that you can mix and match with each other while providing you with everything you need to be stylish no matter what day it is or no matter how you’re feeling. You can be confident in knowing  that you can wake up,  throw a piece of Valley High on and look great no matter what.

Lastly, being LA natives we really want to bring the Southern California lifestyle to our girls, whether they live here or not. There’s always an underlying, laid back vibe in our pieces that really encompasses who we are and what we wore growing up here.

Valley High 2017 lifestyle and fashion brand shares her brand secrets

What has been the most powerful and remarkable piece of media coverage you received recently?

We were featured in Nylon Japan earlier this year, which was pretty amazing. We were featured alongside 2 other LA based brands, representing Los Angeles, which was such an honor.

What is the role of PR in your communication strategy?

We’re focused on introducing ourselves to the world and sharing what we have to offer. PR helps get everyone familiar with us and allows us to tell our story.

Now in our second year, I’ve really started to see the value and need for PR, especially for a women’s brand. Girls need to know who you are, they need to read and hear about you multiple times and you need to earn their trust. I know this because that’s how I am with brands when I’m shopping around. PR plays such a crucial role in all of that which is essentially what grows your business.

We’ve been working with Kristen Conahan on the PR side of things, while Kacie Anderson has helped us connect with stylists and other important people. As far as social media and marketing goes, that’s my department that I tackle with my intern and brainstorming sessions with my partner, Christian. I love, love, love the social media side of things and coming up with fun ways to market our product.

Valley High founder shares her branding secrets with PR Couture

We’ve been working with Kristen Conahan on the PR side of things, while Kacie Anderson has helped us connect with stylists and other important people. As far as social media and marketing goes, that’s my department that I tackle with my intern and brainstorming sessions with my partner, Christian. I love, love, love the social media side of things and coming up with fun ways to market our product.

Girls need to know who you are, they need to read and hear about you multiple times and they need to trust you. I know this because that’s how I am with brands as well.

Valley High clothing company founder talks branding on PR Couture

Looking over the past year, what are you most proud of?

Having 4 seasons under our belt is such an accomplishment when I really stop to think about it. I’m so proud of us for pushing and making it this far. Another highlight was getting featured in Nylon Japan as I mentioned prior. Something that always makes me feel all the feels is when customers post photos of their purchases from us on social media and are stoked on them. I love our Valley Girls.

Chanelle Laurence Co-founder and designer of Valley High shares her branding secrets with PR Couture

What social media platforms do you invest in and why?

I’m a firm believer in not spreading yourself too thin with social media. If you’re accounts don’t look poppin’, they ain’t poppin’ –  so I only take on what I can give my attention to. Instagram is one that I’ve worked really hard on since the beginning and it’s important to me that we have organic growth on it. I’m also trying to post on Instagram stories more and our intern posts on our Tumblr, Facebook and Twitter accounts pretty regularly.

What are some of the challenges you face as a newer brand?

Right now the challenge is to get our customer to trust us because we’re so new. They haven’t seen us enough to fully let themselves commit and I totally understand that. I think this is something that comes with time and will come with more exposure and more and more with girls taking the chance on us and vouching for us. Our price point is a little higher as well and I know it can be difficult to splurge at times. One thing I always try to stress is our quality and design; it’s worth it, I promise!

Everything is made in LA and we see, feel, touch, and approve every single step each of these clothes take. Each piece is like a little baby we’re sending out in the world to go to a wonderful new home.

Chanelle Laurence, co-owner and designer of Valley High Women's Fashion Brand

 What are you excited about lately?

We’ve been getting some good traction this year so it’s been getting me really excited. Also watching the brand grow as well as ourselves as designers, business owners and partners. It’s such an enjoyable process (even with the stress that comes with it).

What projects are you currently working on?

We’re getting ready to launch a small capsule of t-shirts and coaches jackets that we’re really excited about. We’re also planning a really fun concept for Cyber Monday that you’ll have to follow our social media accounts to see!

Everything is made in LA and we see, feel, touch, and approve every single step each of these clothes take. Each piece is like a little baby we’re sending out in the world to go to a wonderful new home.

What are your big communications goals for 2017?

More write-ups, more fun collaborations and unique ways to incorporate social media to interact with our Valley Girls. I love when people have genius marketing and I’m really striving to do that as well.

Chanelle Laurence Co-Founder/Designer of Valley High is featured on PR Couture's Brands We Love

Thanks, Chanelle!


Kristen is a style blogger at Style Wax Poetic and freelance publicist working with various fashion and social impact accounts clients.As a blogger, Kristen has been asked to host events at Bloomingdales and Neiman Marcus and has been featured on numerous publications and brand’s websites including Banana Republic,,,, Lack of Colours, Beauty Collection, StyleSpotters and more and has collaborated on various brand campaigns including Target, DSW, Banana Republic, HP, Mary Kay Cosmetics, Starbucks and Jockey to name a few. When working as a publicist, Kristen enjoys helping companies thrive and specializes in smaller accounts that are working to gain attention and brand awareness through PR.

3 Ways PR Pros and Event Planners Can Work Together

Event Planning, PR Event, Media Event Tips

PR professionals and event planners have complementary, though different roles. When both parties come together to collaborate and to clarify roles and responsibilities, results can be bolstered and the whole endeavor can run more smoothly.  Here are three ways conversations publicists and event managers should have to ensure a successful event with a high return.

1. Agree on a media-worthy event theme

One big challenge with events is standing out from the multitude of other events happening on the same day (not to mention the allure of couch + Netflix after a busy day). Both the PR team and event team can work together to develop an event concept that offers something unique. Discuss what will make this event different and what the big allure for a media outlet or influencer is going to be.  A nonprofit beneficiary partner, celebrity, a high-profile guest or speaker, giveaway or a select media sponsor can all aid in earning great coverage from media and party press. Once you’ve participated in the brainstorm and agreed on a general theme and some key elements, let the event team parse out the specific details.  Meet again to ensure all the components for the big day are elements sure to stand out as coverage opportunities for press.

2. Review the Event PR plan

With the event theme in hand, it’s time to develop a tactical event roadmap. When it comes to events, PR reps often have a primary goal of selling tickets or ensuring RSVPs, rather than simply building awareness for the event. The PR team should take the lead on a plan that includes pre and post event efforts (outreach can begin as soon as a venue and date are confirmed). When building out various strategies (media alerts, event calendars, invitations, etc), be sure to highlight the media-friendly event elements the events team is putting together.

3. Collaborate on pre-event social media content

While live event coverage across social media is crucial (if a hot celeb comes walking into your gift suite unannounced, you’ll want to have Snapchat ready), there is a ton of social content that can be developed and scheduled beforehand. Social media preparedness allows the PR team to be fully present on event day to deal with in-person guests, without having to make sure that last-minute Tweets are going out, sponsors have been properly tagged on Instagram, etc. As the events team starts to confirm details, start drafting 140-character and longer-form social media posts for the pre-event social-promotional pipeline. And remember that everyone loves a good behind-the-scenes look at an incredible event so include the event team’s presence and ideas in your social brainstorms and actual content development.

By ensuring key meetings and a collaborative energy exists among both the PR and the Events team, both entities can leverage their expertise to ensure a flawless event experience; the PR team draws in the attendees and media interest, and the events team ensures that once they’ve crossed the velvet rope and unforgettable experience awaits.

The Cool Brand Factor, Millenial Shopping & Instagram’s Latest Feature


Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of October 31, 2016

  • Fashion brand Chitose Abe opts out of celebrity branding – here’s what they’re doing instead (via Vanity Fair)
  • How Warby Parker  is handling their social media channels (via Planoly)
  • CR Fashion Book announces the end of the four-year partnership between Carine Roitfeld and Stephen Gan; the publishing rights have now transferred to Roitfeld (via Business of Fashion)
  • Instagram announces new e-commerce strategy with the launch of a ‘Shop Now’ feature as early as next week (via CR Fashion Book)


PR Girls We Love: Carly Sullivan, Senior PR Manager, Coastal

How to create a global brand like Vancouver, B.C. Company Coastal

From an early age Vancouver, B.C. native Carly Sullivan knew she loved retail – from the product and packaging to merchandising and the in-store experience. She has built her career within retail, spanning positions across wholesale, vertical, brick & mortar and now e-commerce. After a decade in marketing and brand strategy leadership roles at lululemon, Carly Sullivan has added PR manager to her skillset as Senior Manager, PR and Community at Coastal, the largest online optical retailer in the world. These days, her role focuses on creating and deepening connections between the brand, consumers, and media.

Senior Manager, PR and Community Marketing for Coastal; Carly SullivanName: Carly Sullivan
Title: Senior Manager, PR and Community Marketing
Location: Vancouver, B.C
Company: Coastal 

How did you get started in the industry?

I started in PR this past February. Seriously. After nearly a decade with lululemon athletica in multiple community marketing and brand strategy leadership roles, I joined the team at Coastal to head up community marketing, social media and public relations.

My first job was for a now-defunct Canadian shoe company. From a very young age, I absolutely loved retail- the product, the experience, the branding, the packaging, the merchandising. It’s by no mistake I’ve built my career within retail organizations.

How did you get the job you have now?

Since very early in my career, I’ve been unwavering about my choice to work for companies I love and leaders I believe in. Coastal offered both. I worked for our CMO, Nancy Richardson when she headed up Brand at lululemon and knew I’d jump on any opportunity to be under her leadership again. At lululemon I got to change the way people dressed- disrupting the idea of technical athletic apparel and blurring the lines of gym/streets. But now at Coastal, I have the chance to change the way people see – it was an exciting & meaningful opportunity that was an immediate ‘yes!’ when I was offered the position.

Find out what every PR Girl should know from expert Carly Sullivan

What are your responsibilities?

First and foremost, I have the privilege to lead and learn from a very talented group of woman who all specialize in multiple functions- social media, public relations, communications, community, partnerships, product seeding, retail merchandising and local marketing. While we are the largest online optical retailer, our organizational structure is similar to a (very healthy) start-up, which is an environment I thrive in. The more entrepreneurial and diverse the better for this girl!

Since very early in my career, I’ve been unwavering about my choice to work for companies I love and leaders I believe in.

In addition to being in a leadership role, I develop and lead the public relations, communications, social media and community strategies for Coastal and it’s exclusive brands. Coastal’s portfolio of products includes a curated collection of third-party brands, such as Ray-Ban, Kenzo and Chloe, and our own exclusive brands that are designed in-house. The exclusive brands we design cater to different audiences so it’s really exciting to have a range of products to pitch. I’m lucky that I get to pitch everything from fashion to health to business on a daily basis.

Over the past few months, I’ve also taken on the management of our Executive Thought Leadership, including content creation, social media management, and public engagements. We run PR in-house and are very hands on; I share media and influencer relationships and pitching with my team.

How is your department is structured?

We’ve taken a holistic approach to PR at Coastal by joining social media, digital influencers & ambassador programs, partnerships and community marketing on my team. How and from whom people consume media is changing, and our goal is to create a seamless brand experience across multiple touch points. We’ve also found lines are also blurring between the producers, creators and consumers of media, and an open company structure allows us to develop more meaningful relationships as we can work with an individual across multiple mediums, instead of a siloed approach.

Learn how to build a global brand and product by Coastal's experts

What is the mood like in the office? What are you working on?

Contagious energy! This summer we went through a rebrand and new site launch. Last year we put a new product design approach in place for our portfolio of exclusive brands designed in-house, and we are starting to see those product lines come to life. Right now our main focus is introducing and re-introducing who we are as a brand today and where we are going. We are excited to offer a best in class experience and gorgeous product- and to invite as many people as possible to #seeclearly on this journey with us.

We run PR in-house and are very hands on; I share media and influencer relationships and pitching with my team

What is a success story that makes you especially proud?

What makes me most proud is witnessing the development of my team. While I am the first to squeal at a great hit, getting tagged by ‘that Instagrammer’ or creating a new friendship with an editor or stylist, my excitement is tenfold when it comes from the success of a member of my team. Leadership and coaching is one of the biggest takeaways I gained in my previous roles and to bring forth those learnings and share and shape them with my current team is extremely fulfilling.

What’s the most memorable moment in your career thus far?

I don’t think it’s happened yet! While I savor so many moments so far, I can’t help but have the feeling that even more are to come. Anyone need a plus-one to Paris Fashion Week?!

How to create a global brand like Vancouver, B.C. Company Coastal

Most glamorous moment in your career thus far?

Every trip to NYC. There’s something about that city, no matter how many times I’ve visitedt, I get the sense ‘I’ve made it’. I grew up on an island on the West Coast of British Columbia and dreamed of NYC glamor a la Carrie Bradshaw. I never get tired of the glam, the grit, the lights, and the buzz.

What makes me most proud is witnessing the development of my team. While I am the first to squeal at a great hit, getting tagged by ‘that Instagrammer’ or creating a new friendship with an editor or stylist, my excitement is tenfold when it comes from the success of a member of my team.

Least glamorous moment in your career thus far?

I was escorted off a plane by the RCMP! While traveling home (Vancouver, BC) from a round of desksides in NYC, I witnessed a minor scuffle between two passengers. Don’t fret- everyone was fine and it was an unfortunate case of a tray being put back a little too aggressively. I learned on that flight that all in-air altercations need to be reported to the police and that the best way to embarrass co-workers is being escorted off a packed airplane (even as a witness!) by individuals in uniform.

PR can be stressful and full of rejection – how do you deal?

There’s a certain healthy separation that’s needed between oneself and one’s work. This is a field where it’s important to know who you are, what your worth is and what your boundaries are. While I love my career and find it immensely fulfilling, it bears constant reminding that I am not my job. This attitude is one I’ve had to hone over the years and allows me to put things in perspective. It’s great to be passionate and bring emotion to work- it can fuel you to go further than what you may think is possible. When things are tough, let them be tough. Just give yourself a timeframe & commit to being as angry or as sad as you need to be during that time then let it go. Everything changes so quickly!

PR Girls We Love Featuring Coastal's Carly Sullivan

What are three must-haves essential to your job?

I love Instagram. I’m a very visual person and gain lots of inspiration and ideas from what I see. I am with a company that’s mission is to help people #seeclearly after all. I’m also really into aromatherapy at the moment. I’m particularly fond of the products made by Saje and have several essential oils within reach at my desk, in my purse and at home at any given time!

I’ve replaced my 3pm coffee with peppermint oil- a feat I never would have imagined was possible. Lastly, I’m super old school and need to write everything down. I’m meticulous about having a black pen and fresh white paper with me to record notes, ideas and doodles. My brain is always moving and my pen tends to be too.

This is a field where it’s important to know who you are, what your worth is and what your boundaries are.

What do you wish more people understood about your job?

Everything we do is strategic. There’s this whimsy that seems to exist around PR and the truth is it takes a lot of strategic thought and planning to make it all look so seamless.

What’s the biggest challenge facing fashion/lifestyle communicators right now?

Cutting through the clutter. With so many outlets and points of influence, it takes a much more thoughtful and tailored approach to create anything of meaningful impact. I’m about the long-game with short term success. We want to see results today, but everything has to be building to something bigger and sustainable.

Public Relations Coastal Optical Strategy Carly Sullivan

How do you stay on top of industry trends?

I’m really excited to be a part of the PR world right now. I feel that we have the ability to shape our roles, our brands and even our industries more than ever. I don’t do well with cookie cutter. I approach things with the mentality of what’s the best, most meaningful and impactful way of doing things vs. what’s the traditional approach.  I always ask what’s right for us and what’s right for them- them being an influencer, an editor, a publication, our customers. The industry is at a point where things are evolving so quickly allowing us to write our own rules of engagement and find success in doing so. Mine are rooted in authenticity- both in who/how we pitch and how we show up for our others.

There’s this whimsy that seems to exist around PR and the truth is it takes a lot of strategic thought and planning to make it all look so seamless.

What type of person thrives at Coastal?

It may sound cliché, but one who is adaptable and can thrive through change. While we are 10 years old, online optical is in its infancy and we are pushing forward creating a future that wouldn’t otherwise exist. This equates to change. A top performer can recognize what to push for, what to let go and what’s needed now.

What would you tell someone who wants to be like you when they grow up?

Trust yourself. I haven’t always been able to articulate my choices or give a really great answer why something will work. I just knew. I knew it would work and if it didn’t I trusted myself to figure it out. I’ve made my choices based on what makes me happiest and most fulfilled. It’s important never to feel guilty for that- take your career and make it what you want. This is what’s gotten me here and will take me to what’s next. It’s an exciting ride!

Thanks, Carly! 

3 Ways to Get Attendees to Actually Use Your Event Hashtag

Event Hashtag Tips

An event hashtag is pretty standard for events these days; it ensures offline to online integration and makes it easy for PR professionals to track online buzz related to the event. While it’s easy to create a hashtag, getting attendees to actually use the hashtag during the event can be surprisingly challenging. Ultimately,  you want to create a hashtag that will become so memorable that it can be used for future events. Bonus points if becomes associated with the brand and gets used consistently, regardless of an event. Here are 3 ways to get increase your chances of that hashtag getting used by more than just the brand. 

Make event hashtags short and fun

The longer the hashtag or confusing to type, the less likely people are going to use it. Sometimes clients want to use an overly branded hashtag or language that may be “on brand” but confusing for the average attendee.  You want to create something that aligns with the brand but also appeals to the guest. To make a hashtag memorable, use alliteration or a fun play on words. A great hashtag can drive curiosity and extend the reach of your event.  

Ultimately,  you want to create a hashtag that will become so memorable that it can be used for future events.

Use the event hashtag everywhere

During the event, the hashtag should be everywhere, on every sign, napkin, swag bag, step & repeat and photo booth. Alternate simply using the hashtag with a strong call to action directing guests to post using the hashtag.Make sure guests are encouraged to use the hashtag verbally as well. Make sure everyone running the event knows the hashtag. If there is a speaker at the event have them remind everyone there to use the hashtag. Make it a team a team mission to secure a certain number of hashtags used. Lastly, make sure the brand is actively chronicling the event on its own social media channels, using the hashtag and tagging guests. Like and comment on all event photos using the hashtag to boost engagement.  

Create an incentive to use the event hashtag

Everyone loves to win a prize! While the event is going on, announce a contest that requires the use of the hashtag. Explain that the winner will be selected the next day and announced on the brand channel. This which will help keep everyone’s attention on the event and may boost post-event photos. Attendees will continue to track your social media accounts to see if there are any other updates and to see the winner.

Creating a unique hashtag, encouraging guests to use it during the event and incentivizing attendees to share their photos after are all steps to actually get your attendees to use your event hashtag. Every event is different and brainstorming with your team the best way to reach the target demographics that make up your attendees is ultimately the most successful way to make your event hashtag stick.  

Account Manager

Position: Freelance Publicist
Company: The Tesla Group
Location: New York, NYC
Learn more

4 Questions to Ask a Media Gifting Event Company (Before Paying their Fee)

Media Gifting Suite Public Relations Publicity

The producers of media gifting events are always on the hunt for new brands to participate. As a result, it’s not uncommon for brands to be approached throughout the year with opportunities. Similar to a celebrity gifting suite, these events offer brands valuable face time with influential editors and media, for a fee.  Editors get a “one stop shop” of curated companies and an easy way to gain multiple story leads. These suites are often clustered around popular gifting and shopping events like the winter holidays and Valentine’s Day as well was Earth Day and Back to School.

While the opportunity to pitch multiple editors at the same time, without having to send out a million pitches sounds appealing, the cost can be significant. In my experience, sometimes media gifting suites are worth the cost to participate (and the required product to give away), but the ROI isn’t always there, especially for smaller brands.

The next time you get pitched on a media event like this, consider the following:

1. Are the media attending relevant to my industry?

Some events try to appeal to a multitude of brands and press, going after those who work in everything from food and wine to fashion and beauty. While some brands may find unexpected success with a publication outside their vertical, it’s more likely to see a return when the event caters toward editors from publications you know have a strong alignment when your brand. If you have an all-natural skincare brand, an event that promises beauty editors and wellness bloggers is worth looking into – one that lists technology editors may not be worth the effort.

2. What results can be expected?

The companies who throw these events make their money through participation fees, the editors pay nothing to attend. Before signing an agreement, get a sense of the type of typical results brands similar to yours have experienced in the past. Get a feel for how selective they are – the best ones won’t accept everyone who can pay. Request case studies and even ask to speak to someone who participated previously. You want to get a sense if this particular media gifting suite consistently sees positive outcomes – ie press placements – come from their events. There are no guarantees with anything media related, but all the brands who participate should at least see a bump in editor interest through sample requests or media inquiries in the next several months to a year after the event.

3. Will we have category exclusivity?

It’s not typically a great idea to be lined up next to a ton of similar brands. If possible, ask for exclusivity and at a minimum, you’ll want to at least know if other brands in your space are a direct competitor. There’s nothing wrong with presenting next to like-minded companies (and can often be a benefit – editors love trend stories!) but it can get sticky if there’s a brand in the same niche space with similar pricing and story.

4. Are there other benefits to participating?

Some gifting companies won’t give out editor contact information, but you should receive a list of attendees. Ask if the gifting suite company includes social promotion, a photographer or post-event images you can use. Do they offer any post-event outreach? Make sure to ask about any/all extended benefits and take the opportunity (as a paying customer) to rely on the expertise of the gifting company to what you are entitled to before signing any paperwork.

Final word: Don’t be afraid to negotiate cost

If the price point you’ve been quoted is beyond your current budget, know that everything is negotiable, from the fee itself to extras like additional promotional signage or ability to have more than two people presenting at the table. You’ll never know unless you ask!

PR Agency Directory

Looking for PR results?

Find your Agency

Women in PR, Top Sites to Know and Email Marketing for the Holidays


This edition of Fashion PR Fridays is sponsored by National Publicist Day and Apartment Seven. Join @APT7 and @PRCOUTURE on Sunday evening at 6pm Eastern for the #NATPUBDAY Twitter Chat – where National Publicist Day and Apartment Seven Founder Jordanna Stephen and PR Couture Founder Crosby Noricks will be exploring the topic, “Collaboration over Competitions: How Publicists can Work Together to Achieve More.” RSVP and claim your free gift today so you don’t miss the celebration this weekend.

Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

…for the week of October 24, 2016

  • Serial journalist and media entrepreneur Lorraine Sanders (Crosby was a featured guest in her Spirit of 608 podcast) shares her journalist tips for PR folks (via Bulldog Reporter)

  • The Canadian Organization Women in PR is coming stateside. Founder Talia Beckett Davis explains why (via PR Week)
  • New websites, blogs and digital platforms you should know, according to some of most savvy style hunters around (via Taste the Style)

Fashion Publicist

Position: Fashion Publicist 
Company: Couture Public Relations
Location: Beverly Hills, CA
Learn more

PR Girls We Love: Lorinda Voges, Founder at 4Elements Media

Cape Town Fashion PR International Brand Launch

Lorinda Voges is the founder and COO of 4Elements Media, a leading national PR and events company in Cape Town, South Africa. In 2016 4EM joined forces with the Kristan Investment Group adding 20 years of media connections from the Kristan Group of media companies to its arsenal. With a client list that includes Calvin Klein, Tommy Hilfiger, Banana Republic, Clarins, Mugler, Convoy and South African celebrities such as Khuli Chana, Jimmy Nevis, Shashi Naidoo, Francois Hougaard, Boity Thulo, we couldn’t resist the chance to learn more about how 4em helps international brands reach a South African audience.

Name: Lorinda Voges
Title: Founder and CCO
Location: Cape Town, South Africa
Agency: 4Elements Media
Instagram: @LorindasWorld_/@4elementsmedia
Twitter: @LorindasWorld/

How did you get started in the industry?

My career in this industry started in 2001. I started working as the marketing and brand manager for Café Vacca Matta in Cape Town. Soon after I joined Fashion TV South Africa as their national brand manager. I worked alongside Michal Adam, the CEO of FTV International to take the brand to new heights in Africa; we opened 11 branches in 2 years. I always had some sort of profession where I made people aware of brands, however, I started to fully focus on corporate and personal brand awareness in 2012.

What was the catalyst for starting 4Em?

In 2011 I hit a crossroad in my career at FTV and decided to list what I was passionate about in my industry. I narrowed it down to 4 different aspects, which led me to start and name my own company 4Elements Media. At that point, the elements were brand awareness, events, celebrities, and media. These days our core focus is mainly brand awareness for lifestyle, fashion, beauty and personal brands in South Africa, as well as event management.

Tell us a bit about how 4Em is structured:

Our agency consists out of myself, Founder & CCO, a CEO, Executive Strategist & Project manager, 2 PR Account Executives, a C.I.B (Celebrity, Influencer & Blogger) Account Executive and 2 interns, as well as a financial manager.

What are your responsibilities in your current role?

My role is to oversee the overall look and feel of our PR offerings, marketing, media, and branding associated with 4EM.


What is the mood like in the office? What are you working on?

We have a very driven yet casual approach. Our motto is to get things done quickly with passion and determination. Currently, we are working on the summer campaign for Vichy in South Africa, a store opening event for Diesel, and media outreach for on exciting brands such as Wan’Go, Mokai, Vichy, Skinceuticals, La Roche-Posay.

What is a success story that makes you especially proud?

Audi South Africa hosted an exclusive Driving Experience Event at Kyalami Grand Prix Circuit in July. The event was hosted by radio veteran Tbo Touch and Audi South Africa. A number of celebrities and influencers such as Somazi, Tshepi Vundla, LeAnne Dlamini, Lunga Shabalala, Naomi Noinyane, Tembi Seethe, Gareth Pon and Seth Sezi had the opportunity to experience the all-new Audi R8 around the legendary and newly refurbished Kyalami Grand Prix Circuit.

The day started off with an enlightening session on the theory of vehicle dynamics and then guests perfected the art of driving by practicing high-speed driving techniques, emergency situation simulations and demonstrations of the latest vehicle technologies of the new R8.


What’s the most memorable moment in your career thus far?

I have had so many highlights in the past 6 years, but one that will always stand out the most is when I worked alongside Tommy Hilfiger International with an exclusive in-story event celebrating a new store opening in Johannesburg, South Africa.

We provided Tommy Hilfiger with event management and PR services, including guest list management too. The experience sparked a whole new love for event management and offering PR for international brands, especially fashion & beauty brands.

Most glamorous moment in your career thus far?

I felt the most glamorous when I wore a custom made Merwe Mode Couture dress at the Mugler Alien event earlier this year. The dress was perfectly created to fit my body and worked well with the “Feel Extraordinaire” theme of the night.

Least glamorous moment in your career thus far?

I think the least glamorous moments are just before a major event, when you run around, setting up red carpets, bars, banners to ensure your event looks spectacular before guests arrive. So many people never get to see the behind the scenes before they enter an event.

What’s the media landscape like in South Africa? What are the top fashion/lifestyle publications, websites, influencers to know?

The media landscape in SA is by far not as big as in Europe and the States.

We have many similar international titles in SA too like GQ, Elle, Marie Claire, Glamour, Grazia, etc.

Working with international brands, I have seen that the reader demographics of region-specific magazines can differ from their international titles. Like everywhere, digital media and influencers has had a huge affect on print and traditional media. We see more brands directing their spend on influencer campaigns as opposed to print media advertising.
Some of the biggest bloggers and influencers to look out for are The Treaded ManBaked The BlogGareth Pon, and Drizzle & Drip. Personally I am a big fan of local wellness blogger Caralishious, Instagrammer Seth Sezi who also runs CapeTownBest and fashion blogger Lulama Wolf.

PR can be stressful and full of rejection – how do you deal?

PR and this industry taught me valuable lessons; to be thick skinned. I guess the most valuable lesson of all is to look at every failure as a lesson and an opportunity to better yourself and your services. I had to truly offer something unique and did so by staying true to myself; 4EM reflects my own personal values.

What are three must-haves essential to your job?

What’s App Web and iMessage for making life easy while I sit in front of my laptop. My iPhone for giving me daily access to everything on the go and for allowing me to book the best holidays.

I think the least glamorous moments are just before a major event, when you run around, setting up red carpets, bars, banners to ensure your event looks spectacular before guests arrive.

What do you wish more people understood about your job?

PR is not advertising. PR is also not marketing. Working with celebrities is not always that glamorous and the entertainment industry can be soulless.


What’s the biggest challenge facing fashion/lifestyle communicators right now?

The biggest challenge for anyone in the fashion, lifestyle industry is to stand out above the noise. People have become brands, which makes it difficult for brands itself to stand out. In order to be different, you have to be unique, creative and follow trends. Brands and individuals must be leaders while staying humble.

PR is not advertising. PR is also not marketing.

How do you stay on top of industry trends?

I am excited to see how many young millennials are becoming entrepreneurs. I have been exposed to so many creative beings the past 3 years; South Africans are making names for themselves internationally. I try to stay on top of things by not only knowing what is happening locally but internationally.

What type of person thrives at your agency?

We look for someone that is willing to work hard, take the reign, be creative and be a leader and innovator.

What would you tell someone who wants to be like you when they grow up?

Ask questions, never be afraid to fail. Say no. Stand your ground. Stay true to yourself. Remember the people that helped you when you started out at the bottom.

Any last words of advice?

Travel, as often as you can. It is an education money can never buy.

Thanks, Lorinda!