Turn a New Hire Announcement into a Media Outreach Opportunity


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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 thelookbook.com, 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?



Crosby Noricks

Crosby Noricks

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