20 Questions With: Crosby Noricks


Crosby Noricks is the 37 year old founder and editorial director of PR Couture, author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, digital strategist for lifestyle brands, and business coach for freelance communication professionals and boutique agency owners. The San Diego based “West Coast ‘It’ Girl of Fashion PR,” according to YSF Magazine, is an alumni of Pitzer College (B.A Media Studies, Gender and Feminist Studies) and San Diego State University (M.A Mass Communication), and has been lucky enough to work in communications since the start of her career (how many of us can actually say that?). After gaining years of hands-on experience at notable agencies, with a focus on content strategy and social media, she really made her mark on the world by founding PR Couture in 2006. Considered the ultimate digital lifestyle and fashion PR guide, Crosby has worked tirelessly to be an approachable resource for communicators and brands to learn, thrive, and grow. And boy has she done just that (trust us, we’re speaking from personal experience!). Crosby is focused, super savvy, knowledgable beyond measure, crafty, and somehow finds a new way of inspiring us. And if that isn’t enough, Crosby is mom to an adorable almost one year old named Cashel (let’s talk about multi-tasking and being quick on your feet, both key for working in PR). From sharing her first job out of college and the best piece of advice she’s ever received to to her favorite magazine (we couldn’t help ourselves), we’ve charged Crosby with 20 of our favorite questions.

1. What was your first job out of college?
Buyer at The Buffalo Exchange in Hollywood – I made just over minimum wage but learned a ton about labels.

2. When you were in college, what did you think you’d be doing today?
I left college wanting to do wardrobe and interior set design for film or TV. This whole world of online business and social media didn’t even exist yet – I had no idea what was coming!

3. What’s the best piece of career advice you’ve ever received?
Just because you see an opportunity or a problem, doesn’t mean you need to be the person to build a business for it or solve said problem. As a person who naturally wants to optimize everything and help everyone, this was sobering, but extremely valuable advice. Close second: “It’s all well and good to be helpful, but you also need to make money.”

4. Can you recall the moment you felt like you hit a groove in your career?
There are small moments when I realize I know a lot more than I think I do, or that something that would have made me nervous in the past is now no big deal. And I’ve gotten faster at putting out quality work. But I have very high expectations for myself, so I’m not sure I’ll ever feel like I’m grooving, but that sounds really nice.

5. What’s the first thing you do when you get to the office every morning?
My office is a little room off our garage, so after doing a precarious balancing act of carrying my laptop, coffee and water to my desk, I put on a playlist. Usually it’s the weekly recommendation from Spotify – it’s creepy how well that algorithm knows me!

6. What’s one thing you do daily to stay organized?
Put meetings and events on every possible calendar (both physical and digital) and to-do lists. It’s scary how fast the weeks go and I’m still suffering from sleep-deprivation and a bit of mom brain.

7. How do you sign off emails?
I’m trying to avoid the signoff and just have my fancy signature take its place, but I do often default to “Best” or more familiarly, “xo.”

8. What’s the one character trait that’s vital for success in what you do?

9. Can you share a career goal for 2017?
Launching our inaugural industry award program, The Bespoke Communication Awards, was a big one, as is teaching a revamped version of our signature entry-level course, PRISM, which launches in a few weeks. But honestly, as a new mom and the primary earner, I’m just trying to make it through feeling the best I can.

10. What’s your favorite magazine?
Probably Lula. I have a bunch of copies but I haven’t read them yet because each issue just affects me so deeply – it’s like a fairy tale world I desperately want to live in – or an episode of Parenthood like am I ready for all these feelings, all this beauty?

11. Do you have a can’t-live-without beauty product?
Amarte BB Crème, I love you.

12. What’s your go-to cocktail?
Whiskey Ginger. Man I miss whiskey.

13. Do you have a wardrobe staple?
High-waisted black skinny jeans, extra stretchy.

14. Do you have a spirit animal?
I’ve been told it’s a hummingbird.

15. Do you collect anything?
Cheesy airport magnets when I travel – from Rome to Poulbo, WA – this is part of my away-from-home ritual.

16. How do you stay healthy?
I’m dealing with one of those post-partum bodies that just doesn’t want to shift back into her old pants, so right now it’s a pretty strict Keto or low-carb situation, plus a mix of pilates, TRX, kettlebell and HIIT 3x a week and walking with the stroller. It’s hard. I miss fruit. But most days I can convince myself I miss my closet more.

17. What’s the best hashtag of all time?
#humblebrag makes me laugh every time.

18. What’s your decorating style?
Bohexico – give me bright colors, textiles and coconut shell painted mermaids, all the way.

19. What do you eat for breakfast most days?
Coffee with a scoop of butter, coconut oil and almond milk, plus a dash of cinnamon

20. Why do you love working in PR?
I really love playing with language and capturing a feeling or idea into concrete words. I love to work with clients on messaging, positioning and overall brand identity – bringing it all to life so that it flows and pulses with meaning while capturing attention is a fun challenge for me.

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