sign up

Get a free fashion PR plan template and special offers exclusive to insiders!

Things They Don’t Teach You About PR in School

4 Truths About Working in PR (You Won’t Learn These in School)

I think PR is one of the most misunderstood industries. Every time I tell someone that I am a publicist, they aren’t quite sure what my tasks entail. Yes, they have heard the word before, but it is almost like an ambiguous buzzword.

I don’t blame them because up until I actually entered the PR world, I didn’t completely understand what I would be doing. Like most college students, I couldn’t exactly decide what I wanted to do with my life. I floated through a few different majors before landing on communications. When I made the decision to go into PR, my perception of PR only included fabulous parties and 3-hour client lunches.

Not to be a Debbie Downer, but working in PR isn’t like that. It is a real job with deadlines and demanding clients. Getting out of college, I am not sure that I was prepared for the “real world” as a publicist. Here are a few things I wish I would have known:

Public Relations is not a glamorous industry

While yes, sometimes there are fun parties or events, those probably will not be the majority of your job. I wouldn’t pick PR as a career because you think it is going to be fun. Like any job there are good and bad aspects. A lot of people’s idea of PR comes from what they see on movies or TV shows (ala Samantha Jones in Sex and the City). Unfortunately, that is not the life a publicist from day-to-day, so be prepared to work hard.

You have to create the PR-worthy news for your clients

When I first started pitching, I would just send editors information about my clients, and hope they could find a fit. When I wasn’t getting great results, I soon realized that you have to put in more work than that. It helps if you suggest a story idea and a place in the publication that you think would be a fit. Editors and writers get so much information that the more specific you can be the better.

There is a lot of rejection working in PR

I didn’t realize how hard it is to get one placement. Media contacts will say “no”, a lot more than they say “yes”. Not going to lie, it can be frustrating, but you have to learn to have a thick skin. When someone doesn’t like what you pitched, you have to find a new publication or new story idea.

Creating writers and poets need not apply

If you like creative writing, PR is probably not the industry for you. From my experience, the writing practices are the most outdated thing they teach in school. One time, I was interviewing possible interns, and many of them brought sample pitches to show me. Most of them were about a page long!

We live in a world where the shorter the better. You don’t have much time to grab people’s attention before they move onto the next thing. PR writing should be concise and to the point.

For you PR grads - what surprised you most about PR life post graduation?

Photo Credit: Steffi Au

Ralph Lauren’s #PinkPonyPromise Campaign, Get Your Pitch to Top Editors & Remembering Oscar de la Renta Fashion PR Fridays: PR, Marketing & Social Media News of October 20, 2014

Ralph Lauren’s #PinkPonyPromise Campaign, Get Your Pitch to Top Editors & Remembering Oscar de la Renta

  • Boss Babe Sophia Amoruso says a little bit of millennial sense of entitlement does a CEO good. (via Fortune)
  • Many brands are courting fashion bigs for sponsorship opportunities to add little pizazz to their brand image. When does it work? (via Business of Fashion)
  • The big era of the fashion campaign is here and well. (via Not Just a Label)
  • What a few horror movies can teach us about strategic marketing. (via The Black Sheep)
  • With the recent success of many a fashion startup, venture investors are going fashion crazy. (via TechCrunch)
  • This writer conducted a survey with more than 500 publishers to find out what you can do to get your pitch through. (via Harvard Business Review)
  • Selfie away! Ralph Lauren’s Pink Pony Promise will donate $10 to cancer-related causes for every photo posted to Instagram, Twitter and with the hashtag #PinkPonyPromise. (via Ralph Lauren)
  • The evolution of the working girl uniform from the late 1800’s to now. (via Mashable)
  • The world of fashion comes together to remember the great Oscar de la Renta. (via New York Times)
  • Etsy is pushing for reach beyond the web by offering free credit readers to sellers. (via Re/Code)

Favorite Fashion Videos

Photo Credit: Alessandro Baffa

Fashion PR Confidential Fashion PR Workshop

Top Los Angeles Publicists Share Career Secrets at #FASHIONPRCON this Weekend

This weekend fashion PR girl hopefuls will experience a once-in-a-lifetime chance to dive into a career in fashion P. It is sure to be an incredible experience for all our Fashion PR Confidential attendees (and rumor has it our gift bags are our Best Ever - and that's saying something!). In addition to two-days of instruction with Danika and myself, our LA students will have multiple chances to learn about the industry from some of the West Coast's best PR Girl Bosses.

I can squeeze a few more of you in this weekend, so register via the website or email me directly crosby[at] I would love love love to meet you and help you launch your dream career this weekend!

We are so excited to announce the following amazing women who have agreed to take time our of their weekend to share their wisdom with our #FASHIONPRCON students.

Alle Fister/Bollare

AlleAlle Fister is the Principal of Bollare Communications, a bi-coastal beauty, fashion and lifestyle public relations and communications firm. After graduating from Pepperdine University with a dual-degree in Communications and Marketing, Fister began her career as the in-house publicist at, a savvy women’s online retailer.  Fister edited the site’s vast selection for fashion magazine editors and quickly gained a reputation for being on point with recognizing key trends.

Jacklyn Johnson/No Subject LA

jaclynJaclyn has worked in the digital marketing space for the past 10 years.She started (NO SUBJECT) in 2010 and since has established it as one of the go-to marketing and events agencies in Los Angeles.  (NO SUBJECT) works with top tier lifestyle, fashion and start up clients such as Levi's, Nasty Gal, SideCar, The Hollywood Reporter, NPR The Spare Room, Levo League, Omaze, G-star Raw, Farmer's Insurance, Marimekko, and PROJECT trade show among others.Jaclyn is also a top blogger and influencer in the fashion and lifestyle space. Her blog , Some Notes On Napkins was established in 2006. The blog receives around 50,000 uvpm and has been featured on Refinery 29, Elle, Glamour and more.

Jen Cullen Williams/Lux Brand Group

JenCullenWilliams_JewelrySelfieJen Cullen Williams is the Managing Director of Los Angeles and Orange County based luxury and jewelry brand communications agency, Luxury Brand Group, Inc. founded by Frank Proctor, formerly of Platinum Guild International.Jen was instrumental in opening Luxury Brand Group’s Los Angeles-based product placement showroom in January 2014.

Samantha Slaven/Samantha Slaven Publicisty

SamanthaSSamantha is a former magazine editor and fashion/beauty marketer who understands publicity from multiple points of view.

Samantha and has launched everything from Banana Republic fashion collections to Proctor & Gamble skincare/cosmetic products into the collective consciousness of both the media and the target consumer.

Kelly Howard/Post + Beam

KellyHowardKelly is the PR & Media Director at Post+Beam, a leading innovation and communication firm with offices in New York, Los Angeles and Calgary. As Director, Kelly oversees consumer fashion, beauty and lifestyle in the L.A. office, as well as media programs company-wide.

Prior to joining Post+Beam, Kelly worked for Kip Morrison & Associates, an L.A.-based boutique public relations agency. Her work has garnered client placements in top national publications and television programs such as Vogue, Vanity Fair, New York Times, E! News and The Today Show.

Breanna Warner, Lovers + Friends

brennaBreanna made the move to Los Angeles to work at Azione PR with a client roster including VonZipper, Element, COMUNE, Lifetime Collective, Skullcandy, Stance and Neff Headwear. Always a firm believer in loving what you do and doing what you love, Breanna is now currently the PR & Marketing Manager for Lovers + Friends as well as their recently launched sister lines, Tularosa and NBD.

Learn more and join us at Fashion PR Confidential this weekend in LA!

Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. 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 Elixer sessions or shoot me a note.