Crosby Noricks has always been ambitious and ahead of the curve. With a Master’s Degree in Mass Communication & Media Studies from San Diego State University, Crosby has taught communication courses at several universities. She is the founder of PR Couture, the industry-leading resource for fashion and lifestyle communicators, and the fuel behind the Bespoke Communication Awards (the BCAs) which celebrates excellence among PR and marketing agencies, in-house teams, and individuals in the fashion and lifestyle sector. She has also written the go-to guide on breaking into fashion PR, a handful of books and works as a visibility and brand coach in order to empower women and help guide them in their career paths.
Tell our readers a little about yourself.
I founded PR Couture in 2006. PR Couture is a resource for professionals and brands operating in the fashion and lifestyle space. I am also a business consultant, career coach, and occasionally, college professor. There’s always been an element of wanting to teach, support and/or provide a resource in whatever I do. I am also a mom to a crazy 2.5-year-old.
Who inspired you to venture into the PR career field?
Having a really creative and artistic mom growing up inspired me to want to find a career that was a fit for me, as opposed to something you “should do.” While an artist at her core, my mom was a Spanish teacher in high school, and I watched her create art and travel opportunities from the classroom. She raised me with a lot of freedom to “do me” which in retrospect set me up well for entrepreneurship. I discovered PR in graduate school, and as someone who has always loved clothing, I became interested in fashion PR. However, there wasn’t much in the literature department about this niche, and it was before social media really took off, so a google search wasn’t helpful either. I didn’t want others interested in a career in fashion PR to have the same experience of finding so few resources, so I started to share what I had learned in grad school and as the in-house PR and marketing manager for a jewelry company. My vision for PR Couture was both to throw my hat in the ring of fashion and style bloggers while having a platform to learn more about my chosen career field.
What is your typical day like as Founder of PR Couture?
Each day is a mix of working on different marketing and editorial initiatives for the PR Couture platform. I create different resources – could be a blog post, new set of pitch templates, or a new online course, all designed to support one of our 3 main audiences. I also continue to do outreach with potential new writers, advertisers and partners. On the coaching side, part of my day is usually spent on the phone with existing or potential clients. Recently I’ve been working with women who are either trying to build a business or navigate their next career move.
What are three pieces of advice you could give to readers that you might also give in your coaching sessions?
The First Step: Getting radically honest about what’s going on. No one wants to feel discomfort, but really it’s the resistance that causes anxiety and doubt. Being willing to sit with discomfort is something I have learned to do in my own life and it’s an important first step, just to acknowledge what’s happening.
The Second Step: Realizing the thoughts that are happening in your brain are not always the truth. Basically, practicing mindfulness. It’s important to comprehend that we knowingly have the power to let go and transform our thoughts into action regardless of what our mind is telling us. Self-awareness is critical.
The Third Step: When feeling overwhelmed the best thing you can do is pick a small action or step to start with. You have to do what scares you or what makes you uncomfortable. If not you are going to get stuck in a feeling of being overwhelmed – and that feeling is often so much worse than just doing the thing.
So essentially, get honest about what’s going on internally, become comfortable with the unknown and become friends with your uncomfortable feelings. Finally, take small steps to prove to yourself that you can do it. This is how we build self-trust.
What do you think has helped you the most with your success?
I am comfortable with a certain amount of uncertainty and I know that life really is a journey and it’s not so much about checking things off of a list but making sure you showed up with the best version of yourself possible in each circumstance. I read, learn and self-teach, and then if I get stuck with something I reach out to my support system. Also, I create room and space to grow, and I take what I learn and put it back into my business. Great communication is key. The truth is ultimately we work with people who we like and we align ourselves with brands that do the same and reflect our values. Instead of hiding behind the “expert” title, I share my struggles honestly. The other part is just consistency – showing up to write, connect and create day after day for the last 12+ years.
What has been the biggest challenge you have overcome to achieve your goals?
When you are running a business, everything is your job and everything is your responsibility. The challenge for me with this is the weight that can come up when you know success and failure start with you, it can be a lot of pressure. My biggest lessons have been focused on asking for help and making investments in myself and my business to support each new season of growth.
How do you reward yourself after a hard day’s/week’s/month’s work?
I don’t have a hard time turning work off. I don’t feel guilty about turning it off. Spending time with friends, family and vacations are some ways I reward myself. Remember that you should always be taking care of yourself every single day, even when you aren’t on vacation. Taking time to recalibrate is very important and I also get my best ideas on vacation.
What is one sassy saying or quote that inspires you? Why?
Andy Warhol: “Sometimes people let the same problem make them miserable for years when they could just say, So what. That’s one of my favorite things to say. So what.” Everyone has struggles or something they have to work through. But that quote is freeing, your struggles don’t have to constantly make you miserable. For example, your car breaking down, so what. Move on and make the rest of your day a good day.
How do you give back to your community?
I am making it more of a mission to go out and engage with my community. I mainly give back to my community by being a teacher.
Who is your female hero? Who do you look up to or admire?
My biggest muse for both fashion, art and just generally is the musician Tori Amos, who I discovered in middle school and was immediately transfixed. She is a pioneer, original, and unapologetically herself which likely has informed much of how I approach the world.