pr - getting in

whereare they

now?CATCH UP WITH 15 ENTRY-LEVEL

PUBLICISTS PREVIOUSLY

FEATURED ON PR COUTURE.

Inspiring Fashion PR Interviews with Interns and Young ProfessionalsGettingInSOLD TO THE FINE

[email protected]

GettingInWHERE ARE THEY NOW?

prepared by

Crosby Noricks

© PR Couture 2013Photography by Erika Astrid

http://erikaastrid.com/

Contents

INTERVIE

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ashley Marand, Coach Inc.My Fashion PR Internship at Teen Vogue & bluPRint

KelsI rosenberg, Linda Gaunt CommunicationsMy Fashion PR Internship at Council of Fashion Designers of America (CFDA)

JorIe westley, EdelmanMy Fashion PR Internship with Planete Chic NY Fashion Week

ashley santuccI, Marchon EyewearMy Fashion PR Internship at Prada & PR Consulting

JennIfer lezan, The Illinois Institute of Art-SchaumburgPR & Social Media Coordinator for Claire’s Stores Inc

dara bu, BollareFrom Fashion PR Intern to Relationship Engineer, at Elle Communications

nIcole Mcclellan, Porter NovelliJr. Account Executive, Campus Rep for Rent the Runway

nIcole gIancaspro, Bella Public RelationsFashion & Beauty Account Coordinator, Coyne PR

MaggIe phIlbIn, Brock CommunicationsMy Fashion PR Internship at White Book Agency

Kate goIns, Freelance PRMy Fashion PR Internship with Danika Daly PR

brIanna sapersteIn, Kaplow PRMy Fashion PR Internship with Betsey Johnson

zach weIss, Z.Weiss PRFrom Fashion PR Internships at People’s Revolution & Fendi to his own Firm

nIcole freedland, The Darwin AgencyMy Fashion PR Internship with Bloomingdale’s

Mollye rogel, University of MichiganMy Fashion PR Internships with Bergdorf Goodman

carter boardMan, Stuart WeitzmanMy Fashion PR Internship with Circa PR

GettingIn | ©2013 PR Couture | 4

IntroductionIsn’t it fascinating how many different paths there are to career success? Don’t you love reading about how different people got started in fashion PR and how they moved through and up the industry? Whether you are looking to get your foot in the door, or have already have a wardrobe of well-worn fashion PR black, my hope is that you are inspired by the following Getting IN stories, and that you learn a little something as well!

where are they now?If you are new to PR Couture, Getting IN refers to the series of interviews we do with intern and entry-level practitioners. Now, I could have simply gathered up these intern interviews from the archives and republished them into a handy booklet designed to offer several examples of how different people found their first industry opportunities. But I had a lingering question in mind, that you likely would have had after reading all of these great examples of breaking into the fashion PR industry; essentially, what happened after the internship? Where are they now?

So, I reached out to discover what each PR professional is up to now —and wowza, it was incredi-ble to see how each interviewee has excelled and grown since the original article was published. Many are still in public relations, working at esteemed PR powerhouses like Edelman and Porter Novelli, while others are ensconced in-house at Coach, Stuart Weitzman, and even Swarovski. No matter where they are now, I want to thank each contributor for sharing their career journey with PR Couture. By sharing their evolving Getting IN story, they honor the mission of PR Couture to provide honest, practical advice and insight about what it really takes to make it in fashion PR.

Enjoy!


As crazy as it sounds, I love the

stress and pressure of working in

Fashion PR. I think I love it so much

because at the end of the day there is

no better feeling than flipping open

a magazine and seeing your client

worn by a huge celebrity. That level of accomplishment

is completely unparalleled.

—Ashley Marand

Ashley MarandMY FAShIoN PR INTERNShIP AT TEEN VoGUE & BLUPRINToRIGINALLY PUBLIShED: JUNE 4, 2012

Ashley Marand, a recent Boston University graduate, has interned at Teen Vogue, aLine, Succarra, and bluPRint PR, in three different cities. Each city and each internship taught Ashley the importance of hard work and networking to make your way to the top, as she realized that even though the fashion world can be cut-throat, the industry can be a very supportive and positive experience as well.

what Is your bacKground?I grew up outside Boston in a small, suburban town called Chelms-ford, MA. I always had aspirations to live in a city, so after high school I decided to attend Boston University. Boston was an amazing city to attend college in (minus the subtle detail that the fashion industry isn’t exactly thriving here). It was the perfect distance from home, a mere 40 minutes, all the students are extremely motivated and ambitious and Boston is extremely young and lively since it is by nature notorious for its many, many universities and colleges. In terms of my fashion career, I’ve been fortunate enough to intern in numerous different aspects of the industry. I began by interning at Model Club Inc., a model and talent agency in Boston and helped produce a fashion show for Boston Fashion Week. After this I realized New York City was where I needed to be, so I spent a summer interning with Teen Vogue. While I loved (and still do) everything about Boston, I felt as if the opportunities were narrowing so I applied to spend a semester in Los Angeles. In LA I interned for aLine media and bluPRint Public Relations. My most recent internship was at SUCCARRA. I just graduated from BU, and I have to say that the past four years were incredible, and I was fortunate to be able to hold so many internships in three amazing cities.


why fashIon pr?People always told me that I would be perfect for fashion PR—that I had the right personality and work ethic, but I never truly understood what it meant until I was an intern at Teen Vogue in New York City and then bluPRint PR in LA. Interning in environments like the ones at Teen Vogue and bluPRint PR proved to me that fashion PR is exact-ly what I want to do; I love the fast pace and high energy. As crazy as it sounds, I love the stress and pressure of working in PR. I think I love it so much because at the end of the day there is no better feeling than flipping open a magazine and seeing your client worn by a huge celebrity. That level of accomplishment is completely unparalleled.

how dId you land your posItIon?After completing numerous internships in Boston and landing my Teen Vogue internship in New York, I knew I was prepared to move on to a new city and dive into the agency world. I had applied to the Los Angeles Internship Program through BU and after being accepted I began searching for internship opportunities in LA. I spent hours researching for fashion PR agencies, along with their clients and how past interns had reviewed their experiences. I really wanted to be part of an agency that would allow me to learn as much as I could and to be extremely hands on. I kept everything extremely organized with lists of contact information, client rosters and my prog-ress in applying. My own efforts combined with those of the internship coordinator for the LA program put me in touch with bluPRint PR. After e-mailing and a phone interview, I knew bluPRint would be a perfect fit, and I readily accepted the position!

what were your responsIbIlItIes?I had such a large range of responsibilities that definitely grew with my time at bluPRint. At first, I

began as most interns do answering phones, filing, updating media outreach lists, clipping media hits, act. But, I was determined to work hard and prove myself and my abilities to my supervisor; I wanted to be challenged! By the time the end of the program came, I was pitching clients, calling editors and stylists, handling showroom appointments, building status reports and creating trend reports all on my own! I was even able to work the front of house at our red carpet events!

what aspects of the Job were a surprIse to you?I was surprised by how supportive and encouraging the entire fashion department was! I think most of the time fashion and public relations get a bad reputation


for being catty and cut-throat, and while I will agree that it is extremely competitive, bluPRint PR showed me the importance of strong team dynamics —a valu-able lesson I will carry with me throughout my career. My super-visors, Brittany and Kelsey, truly cared about developing me into a skilled PR professional. They would explain projects from start to finish, so even if I was only assisting on a small portion of it, I could understand the bigger picture and the reasons behind why I was completing a certain task. While it has been some time since I have been in LA, they have still served as amazing sources of influence and advice to this day! I think it’s extremely important

for every young fashion publicist to meet someone that they can look up to and who can serve as a mentor.

what Is a recent success story you have been a part of?I was so fortunate to have so many amazing experiences throughout my internships, but there is definitely one that stands out the most in my head. While I was working the 2011 Teen Vogue Young Hollywood Party with bluPRint, I had the opportunity to meet one of the editors at Women’s Wear Daily, and we totally hit it off! Later that month, I was helping plan a fashion show for LA Style Fashion Week and was assigned the task of calling editors and

inviting them to attend. I called the WWD editor and invited her to attend, and she gladly accepted and even said she’d bring a friend! The PR agency I was with at the time was thrilled that I had been able to secure the attendance of two WWD editors. I definitely felt proud of the rela-tionship I had created and knew this would be the start of many more relationships to come!

My dreaM fashIon pr Job would be…There are SO many amazing, influential fashion PR agencies out there, so it’s hard to name just one. Rather my dream fashion PR job would be to work at a prom-inent fashion PR agency that represents innovative, inspiring clients I believe in. I would also love to work in an agency that values individual talent, yet cherishes the importance of team dynamics. I want to go to work every day and love the people I’m surrounded by and be excited to help my clients and accounts achieve success. That would truly be my dream.


Where is She Now? Ashley Marand @ashleymarand

what are your responsIbIlItIes?My main responsibilities are to manage the needs of my supervisors and department. This includes anything from controlling every aspect of my supervisors’ schedules, mostly profes-sional, but sometimes personal, coordinating meetings and conference calls with the exec-utive team, other departments, and corporate partners, setting-up and processing invoices for payment to vendors, on-boarding new hires, coordinating with human resources for recruitment and HR needs, and replenishing office supplies to some more unique responsi-bilities such as planning and organizing corporate luncheons, dinners, happy hours, holiday parties, town halls, etc. and facilitating and managing seating arrangements and department moves. Above all else, I am expected to be attentive and to anticipate the needs of my team, department and most importantly supervisors before it has even come to their attention.

what Is your favorIte part of your Job, rIght now?The relationships I have with my supervisors and coworkers! Everyone is so collaborative, understanding and helpful. In my original interview I had said how important teamwork is, and having begun my career, I still find that to be true! It’s been especially interesting to see first hand how different teams and departments collaborate and coordinate efforts to create beautiful, evolving fashion campaigns, while still focusing on advertising and commerce. Nev-er underestimate the power of networking and relationships!

what are you up to now?Since graduating, I have moved to New York City, and I am currently the assistant to two Divisional Vice Presi-dents in the Creative Services department at Coach. Although the position isn’t in public relations, I was offered this opportunity and thought Coach would be a great place to begin my career; Coach is a global company and household name. It’s great to have such a strong foundation in the beginning of my career. Being in a depart-ment other than public relations has also allowed me to understand and to comprehend how public relations and marketing are retained and focused on in every aspect of a business.

current title:ADmINISTRATIVE ASSISTANT, CREATIVE SERVICES, COACH INC.


Kelsi Rosenberg may be born and raised in Florida but she couldn’t resist the draw of New York City and the fast-paced fashion world after hearing stories from her mother about working in the fashion industry. To date she has interned for several companies including Linda Gaunt Commu-nications and the Council of Fashion Designers of America (CFDA). In love with the energy of fashion and PR, Kelsi looks forward to the next opportunity to return to the city to gain additional career experience.

what Is your bacKground?I’ve lived in Florida my entire life but I have always been a New York city girl at heart. My mom’s stories about working in the Garment Center and attending FIT years ago inspired me to pursue a career in the fashion industry. After high school I decided to stay in state for college. I am now a junior at the University of Central Florida studying Public Relations. After completing my freshman year, one of my best friends convinced me to intern with her in New York City for the summer. It ended up one of the best decisions I ever made. My first internship was at Linda Gaunt Communications and this past summer I interned at the Council of Fash-ion Designers of America (CFDA). Currently I am a social media intern for College Fashionista, a college fashion website that focuses on street style at over 250 campuses worldwide. I look forward to heading back to the Big Apple this summer for my last internship!

The Council of Fashion Designers of America (CFDA)

is truly a family and I couldn’t describe

the company in any other way. I

remember listening to Diane Von

Furstenberg say those words at

the CFDA Fashion Awards only a

week after starting my internship and immediately knew

it was true.

—Kelsi Rosenberg

Kelsi RosenbergMY FAShIoN PR INTERNShIP AT CoUNCIL oF FAShIoN DESIGNERS oF AMERICA (CFDA)oRIGINALLY PUBLIShED: FEBRUARY 14, 2012


why fashIon pr?I believe it takes a certain type of person to be cut out for the fashion PR industry and I always knew that I was that girl. Fashion fascinates me, whether I am glancing at a magazine, watching a designer doc-umentary or simply reading my favorite blogs. For me, there is no greater feeling than seeing your client featured in a major fashion publication, knowing you helped secure the placement. After learning the basics of the fashion PR industry from Linda Gaunt Communications, I never thought twice about my future career. I have been lucky enough to assist at Spring 2011 and 2012 Mercedes-Benz Fashion Week. The feeling that I get every time I watch a designer’s show come together is indescribable.

how dId you land your posItIon?I landed my position with the CFDA by simply going after a dream. Everything about the CFDA fascinat-ed me and it still does to this day. After finding the PR manager’s email online, I contacted her about internship opportunities and sent along my resume. A phone interview was not suitable for the position, so I flew to NYC for the interview. A few hours later, I received an email offering me the internship posi-tion. My experience proves that it’s not impossible to land the internship of your dreams!

what Is an exaMple of a typIcal day In the offIce?My first week at the CFDA was far from typical. I started the same week as the CFDA Fashion Awards, so that was my focus at the beginning. Being thrown into the internship at that time gave me a feel for the industry and I loved every second of it. Soon after, my daily routine revolved around social media and PR. I began to fall in love with the social media aspect of the industry was lucky enough to learn from the best, Christine Olsen. Every morning I browsed WWD, searched online for the latest news about CFDA members, checked the Twitter and Tumblr pages, and followed up on the press log. However, there is no typical day when you’re working in PR. One day I could walk into the office and be asked to deliver something to Vogue, while the next day assisting with the final meetings for the CFDA/Vogue Fashion Fund Finalists. I knew whenever I walked into the CFDA, there was always something exciting going on.

what are your responsIbIlItIes?My responsibilities varied on a daily basis. I mainly focused on the PR and Social Media aspect of the company. I looked through magazines for features on our members or CFDA related events. I stayed up to


date with social media platforms such as Twitter, Tumblr, and Facebook. A big portion of my responsibilities entailed updat-ing our member’s contact infor-mation and working on different projects and events.

what Is a recent success story you have been a part of?As the social media intern for CollegeFashionista, I assist with our monthly Twitter Party’s called #FashionTalk where all 300+ Style Gurus (contributors) and fans come together. My job is to lead the conversation to add excitement to these chats.

In the past, College Fashionista has invited Eva Chen from Teen Vogue, StyleCaster and Jac Cam-eron from Madewell to moderate. For December’s #FashionTalk, I introduced the founder of College Fashionista, Amy Levin, to CFDA Social Media Special Events and Public Relations Manager, Christine Olsen, in hopes that the CFDA would be the next moderator. I couldn’t be more excited that the two collaborated for #FashionTalk in December.

what challenges are attached to your Job?I am horrible with names, so it wasn’t easy at the start of my internship to deliver mail on a daily basis! Also, we had many projects that involved working with Photoshop and I had no pri-or experience with the program. It was challenging and slightly frustrating when I couldn’t com-plete a task, but thankfully the other PR intern was a Photoshop pro. Immediately after complet-ing my internship I signed up for a Photoshop class at school. For

any other PR interns, I strongly suggest learning the program.

what aspects of the Job requIreMents were a surprIse to you?One of the summer projects involved transferring previous recordings of CFDA Fashion Awards from VHS to DVDs. Little did I know how difficult it was to set up a VHS to DVD converter. It only took a few hours, numerous customer service calls and two interns to finally get the device working! But, it made me realize that each and every task is just as important as the next.

tell us a bIt about the cfdaThe CFDA is truly a family and I couldn’t describe the company in any other way. I remember listen-ing to Diane Von Furstenberg say those words at the CFDA Fashion Awards only a week after starting my internship and I knew it was true then. For being such a small company, they accomplish more than I could ever imagine. Each person is an extremely hard worker and not because they have to be, but because they simply love what they do. I can’t express how lucky I was to have had this opportunity and work alongside people that continue to inspire me every day.


Where is She Now?

what are your responsIbIlItIes?

{{ WoRKING DIRECTLY WITh ThE DIRECToR oF DIGITAL STRATEGY AT LINDA GAUNT CoMMUNICATIoNS

{{ oVERSEEING ALL SoCIAL MEDIA ChANNELS FoR LGC (TWITTER, INSTAGRAM AND FACEBooK). FoLLoW US @LINDAGAUNTCo!

{{ ASSISTING WITh BLoGGER SEEDING AND DIGITAL CAMPAIGNS

{{ CREATING DECKS FoR CLIENT AND BLoGGER CoLLABoRATIoNS

{{ GENERATING CLIENT PITChES FoR DIGITAL PRESS

{{ STAYING UPDATED oN CURRENT FAShIoN TRENDS AND oNLINE SToRIES/BLoGS

{{ oRGANIZING PRIVATE BLoGGER EVENTS FoR oUR RoSTER oF CLIENTS

what Is your favorIte part of your Job, rIght now?My favorite part of the job is being able to do what I love everyday, especially at a company like Linda Gaunt Communications. This was my first internship during college and I feel so lucky to be back now as an employee.

Everyone at LGC is extremely talented and I’m so fortunate to work with each and every person on our team. I know that every time I step foot into the office, I’m going to learn something new.

what are you up to now?Since the last time I was featured on PR Couture, I landed a summer 2012 internship at Bergdorf Goodman in the Public Relations/Special Events department. Upon graduating college in May, I immediately moved to New York City to begin my fashion career at Linda Gaunt Communications working on the digital side of PR.

current position: DIgITAL COORDINATOR, LINDA gAUNT COmmUNICATIONS

Kelsi Rosenberg @kelsirosenberg


Meet Jorie Westley, a journalism/PR grad currently balancing a full-time fashion career on the west coast with a fast-paced, all-hours fashion show production internship on the east coast. Here’s how she does it:

what Is your bacKground?I was born and raised in Santa Cruz, California; a hippie, sometimes sleepy beach town on the central coast north of San Francisco. Since I was a child I have had a passion for writing. However it wasn’t until high school that I realized I could make a career out of it. My high school En-glish teacher saw my passion and talent for writing and suggested I study journalism in college. I never gave it a second thought; I was a declared journalism major before my first day of school. I went to college at Chico State and was drawn to the school after I heard about their exceptional journalism department. I chose to option in PR my freshman year before I really understood what it was; I just knew that news ed wasn’t for me.

My first internship while I was in college was at Restored Clothing Co. Restored, which was in business from 2007-2010. It was a local Chico business that provided its customers with quality clothing that had a message of restoration behind its designs. For each purchase made, Restored would donate 10% of the sale to the charitable organizations it supported. I worked as the public relations and marketing intern for this clothing company for a little over a year. I wrote and developed the Re-stored media kit, built strong media relations, planned events, produced fashion shows, planned and implemented campaigns, and assisted in the styling and production of photo shoots and fashion shows.

Everything about this job has been a surprise to me.

I never thought I would land an

internship like this. It was such a rare

and interesting opportunity; there

was no way I could turn it down [and] once I get to New

York during Fashion Week, the real

work will begin.

—Jorie Westley

Jorie Westley MY FAShIoN PR INTERNShIP WITh PLANETE ChIC NY FAShIoN WEEKoRIGINALLY PUBLIShED: AUGUST 31, 2011


Also while in college I worked part-time as a sales associate at Gap Inc. While at Gap, I worked on the vi-sual merchandising team, and discovered an interest in styling, window display settings, and executing the overall visual appeal and flow of the store.

I graduated from Chico State last December and have been working full-time for LuLus.com, an online clothing company based in Chico. I am currently searching for a PR job where I can combine my col-lege degree and my love for fashion.

why fashIon pr?I fell in love with fashion PR during my internship at Restored Clothing Co. It wasn’t until I interned there that I realized I could combine my love for fashion (which developed while working at Gap Inc) and my studies in public relations. The fast pace, the fashion shows, visual merchandising, media relations and photo shoots; I loved every minute of it. All of my past jobs and internships helped pave the way to my current internship which includes helping to execute Planete Chic Fashion NY Week on September 15.

how dId you land your posItIon?While studying public relations at Chico State, I re-call one of my professors saying “it’s not always what you know, but who you know.” I actually landed my internship at Planete Chic through my best friend and college roommate. My roommate, Amanda, moved to New York after college to pursue a career in event planning. Last year, she volunteered at New York Fashion Week. After she worked the show, the owner of Planete Chic, Herve Racaud, came up to her and complimented her on her hard work during the show. He asked her to come back as the event coor-dinator intern this season. Racaud mentioned to her that he was looking for someone to do PR, meanwhile Amanda mentioned me and my experience. After

sending my resume and working out the details with working from California for a NY company, I was hired; all thanks to my best friend.

what Is an exaMple of a typIcal day In the offIce?My typical day at the office is coming home from my regular 9 to 5 job and then working for Planete Chic. It has been hard at times working from California, when I wish I could be in New York and on the same page as my team. Unfortunately at times, my intern-ship at Planete Chic isn’t my only priority. I work full-time in California and I spend the rest of my time “in New York” at Planete Chic. I usually start getting texts and emails from Herve in the morning, and we plan our tasks for the day and night. I usually work

LuLus.com


what challenges are attached to your Job?The main challenges I have faced so far is doing this internship from California. It can be very frustrating when I need to ask Herve a quick question or want to know Amanda’s opinion on something, and I can’t just say it out loud from my desk. Com-munication has been key for us; however, a lot can get lost in translation through emails and text messages.

what aspects of the Job requIreMents were a surprIse to you?Everything about this job has been a surprise to me. I never thought I would land an intern-ship like this. It was such a rare and interesting opportunity; there was no way I could turn it down. I knew it would be difficult working for someone who is so far away from me, but so far it has been well worth it. I can only imagine how many more things will surprise me once I get to New York. I am going to be able to work on what is going to be a truly fabulous fashion show, meet so many people, and see some great fashion.

updates and building up Planete Chic’s media kit. In addition to standard PR writing, I have been researching for press, buyers, bloggers and media we want to invite. Once I get to New York during Fashion Week, the real work will begin. I am so excited to actually work with Herve in person, prep for the show, see New York and my best friend!

what Is a recent success story that you have been a part of?My main successes so far have been establishing media contacts and building our invite list. This has been my main project as of now. Research seems like it can go on forever, but have been really enjoying discovering new boutiques, finding buyers, press and bloggers who love fashion as much as I do. The true success story will hopefully come after our fashion show.

on Planete Chic projects from the time I get off work at 5 p.m. until about 11 o’clock at night. Once I’m ready to call it a night, I realize that it’s 2 a.m. in New York, and Herve is still sending me emails! He works so hard; I swear the man must never sleep. It will be nice once I’m actually in New York in September, and we can break from being a bi-coastal team.

what are your responsIbIlItIes?My main tasks have been writing press releases, working on fact sheets about the designers we are working with, social media


Where is She Now?

what are your responsIbIlItIes?At Edelman Silicon Valley, I work on several tech focused accounts for big clients like Adobe. On a day to day basis I find myself pitching media, reporting, researching, booking briefings and working on events for about five different clients. In addition, I also work on the internal social media team and other committees that increase visibility and connections for Edel-man SV.

what Is your favorIte part of your Job, rIght now?My favorite part of my job is that I get to work with an amazingly intelligent and fun group of people everyday. I’ve really enjoyed working in tech PR and am constantly learning. Silicon Valley is constantly evolving – there is always something interesting and innovative happen-ing here.

what are you up to now?Looking back, I never thought I’d be working in the tech industry and living in San Francisco. Moving back to the Bay Area and jumping into an entirely new industry was not on my timeline after college. When I started at Edelman as an intern, I knew nothing about the tech industry but was eager to try something new after spending so much time in fashion PR and marketing.

While interning for Planete Chic, I also spent a year working for LuLu*s, the online clothing retailer where I continued to expand my interests in fashion and marketing. While at LuLu*s I was able to experience day-to-day operations , pull sample clothing for media, write ad content, spend time as assistant stylist and work in the customer service and marketing departments.

After LuLu*s, I moved back to the bay area to try my hand in the nonprofit world and worked with the marketing team at United Way Silicon Valley. As a temporary marketing coordinator, I had the opportunity to assist with fundraising campaigns, write content and create marketing materials.

Without my past positions and internships, there is no way that I would be where I am now. After years of hard work I can now say that I work for the world’s largest PR firm and am fully submerged in the tech world and all that is Silicon Valley.

current position: ASSISTANT ACCOUNT ExECUTIVE, EDELmAN

Jorie Westley @joriewestlyPR


Ashley Santucci left a school she loved in order to intern in the city she has loved since a child, New York City. To date she has had several intern-ships that span across a broad range of different facets of the industry including journalism, styling, blogging, and PR. Although Ashley has tried many different options of the types of careers one can pursue in the fashion industry, it is in the constantly evolving and somewhat hectic life of fashion PR where her true passions lie.

what Is your bacKground?I’ve lived in Long Island, New York my whole life. My family and I were always traveling into New York City because we lived so close, and I knew that I wanted to work and live there one day. After high school, I went to Binghamton University in upstate New York. Although I loved the school itself, I realized I really wanted to be close to the city again. So, I transferred back home to school on Long Island in order to commute into NYC for internships year round. I am a Communications major and a Business Administration minor. To date I have interned at First En-terprise Securities, Cosmopolitan Magazine,emcBlue.com as a fashion blogger, Prada, and PR Consulting. I also am a contributing writer for USA Today College and occasionally do some assisting styling with Andrew Mukamal. Basically I love and breathe every aspect of fashion whether it’s PR, writing, or styling.

why fashIon pr?I have always loved fashion, but I wasn’t sure exactly what I wanted to do with it. I’ve also always enjoyed aspects of the communications industry, like writing, event planning, and public speaking. Once I started intern-

There is no “off” switch for PR.

Everyone in the industry is basically always working and you always have to

be accessible and ready to handle anything at any given moment.

—Ashley Santucci

Ashley SantucciMY FAShIoN PR INTERNShIP AT PRADA & PR CoNSULTINGoRIGINALLY PUBLIShED: JANUARY 24, 2012

emcBlue.com


ing in New York City, everything just clicked for me, and my amazing PR internship at Prada confirmed that fashion PR is what I wanted to do. I thoroughly enjoyed all of the aspects of PR such as writing press releases, pitching, event planning, etc., and I love be-ing right in the middle of all the action in the fashion industry, I could never have a job where I do the same thing everyday so fashion PR is perfect because it is fast paced and is always bringing something exciting and different.

how dId you land your posItIon?I just completed an internship at the fashion PR agency, PR Consulting. When I was deciding where I

wanted to be for the fall, I made a list of all the agen-cies I wanted to intern at. I did tons of research on their websites to learn about the companies, their cli-ents, and who I felt would be a good fit for me. Then I wrote personalized cover letters, emailed my resume out, and interviewed! I really believe that if you put in the time and effort, landing a great internship isn’t hard!

what Is an exaMple of a typIcal day In the offIce?There really is no “typical” day in fashion PR which I love! Although, every day ALWAYS consists of deal-ing with tons of emails! A calm day at PR Consulting consists of a lot of sample trafficking to major maga-zines, handling credit requests, and finding and cir-culating press to our clients. Other days can be crazy busy and filled with activities like creating press kits, planning huge events like shows for Fashion Week, coordinating 300+ person giftings, and anything else that pops up during the day.

what are your responsIbIlItIes?My main responsibility as an intern was to manage the sample trafficking. Some of my other responsi-bilities included picking up/dropping off samples, creating and updating spreadsheets, helping with monthly and seasonal reports for clients, finding and scanning press clippings, coordinating giftings to ed-itors and celebrities, and helping with any additional tasks that came up throughout the day.

what Is a recent success story that you have been a part of?One major event that I was just a part of was the Versace x H&M fashion show and event that took place in November. Versace is one of PR Consulting’s clients and this was a HUGE (500+) person event


what aspects of the Job requIreMents were a surprIse to you?I wouldn’t say anything was nec-essarily a surprise. Because I’ve had previous internships, I basi-cally knew what to expect at PR Consulting. There are definitely differences though between in-house fashion PR and agency PR. Although they are both great, the people, environment, and pace are very different, so that took a little adjustment. I would say, though, that I was surprised how easy it is to get close to the people you work with in such a short time. Throughout my in-ternships, I’ve gotten really close to some of my managers, and I know I have made lifelong friends with some fellow interns!

for them. Beforehand, I helped with creating press kits, seating charts, show books, delivering invitations, etc. The week before the show was crazy at the office, and the hours were crazy as well! Everyone’s main focus was on preparations and making sure that everything was going to run smoothly. I loved working the actual event and seeing the progress from the initial stages of planning to the finished product. At the event, I helped set up, plac-ing seating cards, and greeting and seating high profile guests. I even got to see Donatella herself! The fashion show and event, as everyone knows, was a massive success and I am really proud to have been a part of it!

what challenges are attached to your Job?One of my favorite parts of the job, the fast pace, is also one of the biggest challenges. There is no “off” switch for PR. Everyone in the industry is basically always working and you always have to be accessible and ready to handle anything at any given moment. It’s definitely been a challenge to handle this while being a student with 18-credit semesters, a part-time job, as well as writing and styling on the side (and staying sane!). I also don’t love my 1+ commute into the city on the LIRR. But, I love this industry which really makes everything worth it!


Where is She Now?


{{ PITCh AND SEND SAMPLES To MAGAZINES FoR EDIToRIAL CoNSIDERATIoN

{{ RUN ALL SoCIAL MEDIA PLATFoRMS FoR MY CoMPANY INCLUDING FACEBooK, TWITTER, INSTAGRAM, PINTEREST, CoMPANY BLoG, ETC.

{{ CooRDINATE GIFTINGS To CELEBRITIES AND EDIToRS

{{ WRITE AND DISTRIBUTE PRESS RELEASES

{{ PITCh SToRIES To MAGAZINES AND ThE MEDIA

{{ ATTEND EVENTS SUCh AS NEW YoRK FAShIoN WEEK AND TRADE ShoWS AS A REPRESENTATIVE oF MY CoMPANY

{{ hELP PLAN AND CooRDINATE EVENTS AND SPECIAL PRoJECTS

{{ GAThER PRESS CLIPPINGS AND CREATE WEEKLY/MoNThLY/YEARLY REPoRTS

{{ MAINTAIN RELATIoNShIPS WITh INTERNAL AND ExTERNAL BRAND CoNTACTS, PRESS, ENTERTAINMENT MARKETING CoNTACTS, INTERNATIoNAL PR AGENCY CoNTACTS, ETC.

what Is your favorIte part of your Job, rIght now?My favorite part of my job would have to be maintaining all of the social media platforms for my company. I love social media so getting to do it for work is a dream come true. I really enjoy watching our followers and online awareness grow through new social media techniques and tactics that I implement. I also really enjoy handling sample requests from editors. As a PR intern, I loved seeing emails come in from huge magazines to my bosses so the fact that these e-mails are now coming in with MY name on them is so surreal to me.

what are you up to now?Currently, I am the PR Coordinator at Marchon Eyewear. We have a portfolio of designer brands that include Chloe, Valentino, Salvatore Ferragamo, Michael Kors, Calvin Klein, Lacoste, DVF, Fendi, Emilio Pucci, Nike, etc. I am so excited to have gotten a job in fashion PR right out of college. I feel so lucky to be doing exactly what I want to do.

current position:PR COORDINATOR, mARCHON EYEWEAR

Ashley Santucci @ashleysantucci


After years of freelancing and diligent schooling (a background in Fash-ion Marketing & Management and an MBA in Small Business & Entre-preneurship with a focus in Marketing & Digital Media), Jennifer Lezan is currently the PR & Social Media Coordinator for Claire’s Stores Inc, handling both the Claire’s and ICING brands. However, Jennifer first landed a fashion PR internship with Claire’s via LinkedIn.

what Is your bacKground?My background includes an undergraduate degree from The Illinois Institute of Art-Schaumburg. I maintain a Bachelor of Arts in Fashion, with a focus in Fashion Public Relations, Graphic Design, and Marketing Management. I also am a graduate from Benedictine University and hold an MBA in Entrepreneurship and Small Business Management. I have been working in the industry for about 3 years with 7 prior years of retail and office experience. I currently work for Claire’s Stores Inc. as their Marketing and Public Relations Coordinator, and I am an adjunct professor in the Fashion Department at the Illinois Institute of Art.

why fashIon pr?It took me a few years of school to realize what I actually wanted to do with my life. I initially started in Fashion Design and completed an associates degree, but realized that in order to make it in the industry, furthering my education was imperative. I embarked on my Bachelors Degree in marketing, took a few communications and PR classes and was hooked. I found that with Fashion Public Relations I could combine my love of fashion, branding, talking to people and writing.

Claire’s is a fast paced place to

work, and as the only person in my

role, my duties range and change

constantly. Yet, that is what I feel makes

it a lot of fun.

—Jennifer Lezan

Jennifer Lezan PR & SoCIAL MEDIA CooRDINAToR FoR CLAIRE’S SToRES INC oRIGINALLY PUBLIShED: AUGUST 24, 2011


I had been writing for a few years before I actually started freelancing as a PR consultant, and due to the connections I made in the industry while writing, working as a freelance publicist was not as difficult as I initially imagined. I understood how to pitch because I was usually the one being pitched to, and that made my job easier because I could angle a story so that it would be picked up. I found I was passionate about connecting my clients with influential bloggers and editors.

how dId you land your posItIon?The story behind my start at Claire’s is an interesting one. I like to call myself a “LinkedIn Success Story.” I had been writing a column in the Chicago Examiner since I graduated with my BA. It was one of the first jobs I landed straight out of college, but it was not anywhere near full-time. My first full time job out of college was a bittersweet experience; I was laid off 6 months into my first post college position so I jumped on LinkedIn and establish a professional profile. Eventually I decided to apply for grad school and continue to work in retail full-time in retail.

I am the type of person that always has a plan, and the first few years out of school did not go according to my plan. As a young mother however, I really had no choice but to find work and stick with it. I started taking side jobs here and there to build my portfolio of clients within PR and Marketing and whenever I did a new project or landed a new client, I added it to my LinkedIn profile and requested a recommen-dation. In return, I would recommend them. After a few months, I had built enough of a client base to quit retail, and I continued to do freelance PR work until Claire’s reached out to me. I received an email from the Vice President of Claire’s Marketing and was interested in me due to my LinkedIn Profile and honestly, I thought one of my friends was playing a

joke on me. However, I did a Google search and found that this person was in fact who he said he was. Of course, I quickly shot back an email stating that I was DEFINITELY interested. Two weeks later, I started on a journey that has changed me, my career and my experiences forever. The VP pretty much said he cyber-stalked me via LinkedIn and because of my professional online established profiles, he was im-pressed with me before he even met me. Ladies and gents, it is critical to realize that we can do so much more than cyber-stalk our exes online. We can use this little beaut as a way to catapult our careers into the trajectory that we want to see them go in. We are marketing ourselves online, and it is important that we put our best profile forward!


what Is an exaMple of a typIcal day In the offIce?To put it quite frankly, there is no typical day at Claire’s. It is a fast paced place to work, and as the only person in my role, my duties range and change constantly. Yet, that is what I feel makes it a lot of fun. I usually check email first thing in the AM, get my store marketing/PR requests completed, follow up with outstanding issues with any major projects I am working on, do merchandise pulls for magazine re-quests, update all of our social media profiles, listen to tons of voicemails and try to make as many follow up calls as I can. I may have to go to a few meetings here and there with buyers or managers depending on the projects I am working on, but not one day is usually the same.

what are your responsIbIlItIes?My role is dedicated to Public Relations, Mall Mar-keting and Social Media. So, I usually spend my days pitching magazines like Seventeen, Teen Vogue, Self, Lucky & People Stylewatch to get product placed in editorial stories. I also try to keep up with celeb styl-ists to find out what their needs are and send them items as I can in order to try and get our product placed with upstanding celebs.

I also focus on social media. I spend a lot of my days researching trends and pop culture to find innovative ways to highlight our product on our social media pages. I also spearhead major promotional events and cause marketing initiatives and coordinate them from corporate to our field teams. I also spend a lot of time checking emails, talking on the phone, updating media lists using Cision, and writing press releases.

what Is a recent success story that you have been a part of?Any time I get a placement, I consider it a success, but as of late, the best success story I have initiated has been our work with budding star Cody Simpson. I ini-tiated a relationship with Cody’s team at Atlantic and their Marketing Agency to get them to film in Claire’s for his On My Mind video. From there I spearheaded a sponsorship for his Coast to Coast Simon Mall Tour. I was able to work with our store operations, field and corporate teams to organize a national sweepstakes: Claire’s sponsored Meet & Greets with Cody and got tie ins from Tiger Beat/Bop Magazine.

It’s great to get on board with a celebrity that is just on the rise. We can say that we were a part of Cody while he was just starting to rise to the top. It is amazing to see our customers connect with a celeb on such an intimate level, and it is all happening within our stores. What is so incredible about this promotion is


what aspects of the Job requIreMents were a surprIse to you?There weren’t too many aspects that surprised me as I was do-ing freelance PR for some time before I came on board, but the way things were done in house surprised me. Sometimes, what I feel may be the best route is not always considered the best route due to it being a corporate setting. I feel like I need to in-corporate our legal department a lot to ensure I follow the proper protocol.

In a few words, how would you suMMarIze your agency?My department is definitely fast paced and sets the tone of the brands that we carry. We are the backbone to the company and ensure that the brands become names everyone knows.

that it is not strictly only in store, but we are getting placement in online magazines; Cody tweets and Facebooks about it (as do we), and we get to connect with people also on a viral level.

what challenges are attached to your Job?As is with any role, I do face challenges on every level. Due to my age, it can sometimes be hard to be taken seriously. I am quite young, and people have a tendency to associate young people with not much ambition sometimes, but I feel I am prov-ing my worth. I am also a mom, and that can cause issues as well. I have to work extremely hard to have a work/life balance. Anyone will tell you that when you are

first starting out, putting in your major hours is imperative. Yet, as a mom I need to ensure that I don’t let my duties as a mother slip through the cracks because of my goals to further my career. I guess it helps me to stay on task as I need to be sure I leave work at a decent hour, and in order to do that, I need to get my work done. Corporate can also be a tricky place to work in due to the processes and approvals you need on many different levels. It is EXTREMELY different from agency work, but I feel that it is a great learning situation. I am technically the only person in my role that does what I do at work and that can be a huge burden at times, but with the right amount of elbow grease and time man-agement, I have been able to ac-complish some wonderful things.


Where is She Now?

what are your responsIbIlItIes?Faculty member in the Fashion Marketing & Management Department—Work directly with students at the college within their portfolio courses, create course syllabus, create course outline, moderate students to ensure course objectives are met, instruct students using a com-bination of theory and practical course guidelines, grade students and guide students to ensure they are prepared for the real world and I am also Editor-in-Chief of Halfstackmag.com and The Culture Studio.

what Is your favorIte part of your Job, rIght now?Helping other people! In an industry where vanity is at its highest, I am able to take a humble role and offer students the knowledge and know how that they will need when it comes to making it in the industry. I love teaching them the computer skills they are need of as well as the theories behind our industry and helping them with the practicum of real life experiences. I also love the fact that I can work from home. I have a 3 month old little girl and a 5 year old daughter from my previous marriage. Being able to still make my career work, while putting my girls first as a priority is very important to me!

what are you up to now?I am currently an adjunct professor teaching in the Fashion Department at The Illinois Institute of Art. and the Arts Entertainment & Media Management Department at Columbia College. I am continuing to teach workshops on the side about marketing, social media, design and public relations while running my blog: The Culture Studio and my digital independent magazine: Halfstackmag.com. I also am in the beginning phases of a fashion line - the goal is to have a e-commerce site live, a small run of production and begin the trade show circuit within the next 9 months.

current title: PROFESSOR, THE ILLINOIS INSTITUTE OF ART-SCHAUmBURg

Jennifer Lezan @chiclezan

Halfstackmag.com

Halfstackmag.com


Elle Communications has raised the bar for fashion PR in San Diego, recently expanding into Los Angeles and handling the production and marketing of indie-fashion event THREAD show (recently expanded into Phoenix and Orange county). Dara Bu came on as an intern and was recently promoted to Relationship Engineer, a title that incorporates media relations, community relations and social media.

what Is your bacKground?I received my Bachelor of Arts in Communications at University of California, San Diego but I got my PR kicks from loads of networking, volunteering and internships. My PR know-how stems from working at San Diego public relations firms. At ChicExecs PR, I learned to land product placement on celebrities (from Hilary Duff, Hayden Panettiere to Adam Sandler) and assisted in securing placement in top-tier media outlets like Redbook and People. I learned the essential foundations of PR from strategic pitching, tracking coverage to monitoring media opportunities at Allison & Partners, a national PR firm. In addition to agency experience, I interned on the media side, implementing market-ing initiatives for San Diego Magazine, Exquisite Weddings, MTV Tr3s, and The UCSD Guardian. As far as the fashion side or “Fashion PR”, I was exposed to local industry through my work at San Diego Model Management, FashionCalendar.com, FashionStreetSD.com. and La Jolla Fashion Festival.

I made an effort to demonstrate dedication and

exceed expectations whenever possible…when it was time to

hire, I had made a positive impression.

—Dara Bu

Dara Bu FRoM FAShIoN PR INTERN To RELATIoNShIP ENGINEER, AT ELLE CoMMUNICATIoNSoRIGINALLY PUBLIShED: oCToBER 20, 2010

FashionCalendar.com

FashionStreetSD.com


why fashIon pr?Coincidentally, I discovered fashion PR through PR Couture. My former internship supervisor, Fred Sweet, founder of San Diego Model Management introduced me to the inspiring website. From there on, I was set on being part of the alluring world of fashion PR. Through Twitter, I met a former Elle in-tern who led introduced me to its founder, me to Dan-ielle Gano. As an intern at Elle, I was exposed to the execution of the complete PR strategy for THREAD Show, a multi-city fashion and design event. This experience solidified my passion for the fast-paced nature of fashion PR. That internship eventually led to a full-time position at Elle.

how dId you land your InternshIp/entry level posItIon?I took every relevant internship and volunteer op-portunity. In addition to taking the opportunities, I made an effort to demonstrate dedication and exceed expectations whenever possible. By consistently showing my passion for the job, when it was time to hire, I had made a positive impression.

what Is a recent success story that you have been a part of?When I was officially hired as a “Relationship Engi-neer” (Publicist/Social Media Strategist) at Elle, I had the pleasure of kicking off the PR plan for Jedidiah, a humanitarian apparel brand that partners with a different non-profit each season to complete projects that positively impact the world. Since working with them, we’ve landed placement in 944, Refinery29, DiscoverSD and have lots of glossy features in the works for holiday gift guides. In addition to securing media, we’ve been successful in placing Jedidiah on cast members of Glee, The Buried Life, Reid Ewing from Modern Family, and few more notables. Elle has

also played an integral role in leading Jedidiah to the finals for “Philanthropic Small Business of the Year” for the Classy Awards. Fingers-crossed, we get to be part on their win!

what challenges are attached to your Job?Public relations is a lifestyle career path so you have to absolutely love the job because a good publicist is tied to their email 24/7. While public relations involves a lot of fun events, from shopping soirées, dining at high-end restaurants, to traveling to trade shows, a majority of the job is spent in front of a com-puter screen.


{{ DRAFTING NEW BUSINESS PRoPoSALS

{{ EVENT PLANNING

{{ LoTS AND LoTS oF EMAILS

what aspects of the Job were a surprIse to you?Internships are a genuine pre-view of what a job will be like but when you become a full-time team member, you’re introduced to a handful of additional respon-sibilities. Because I work for a boutique PR firm, I was surprised to take the lead on several proj-ects within just a few months.

In a few words, how would you suMMarIze your agency?The team at Elle consistently throws out the rules to create boundary-breaking public rela-tions, marketing and event cam-paigns for our clients. We believe that no goal is too high and no audience unreachable. We stray far from the box and we don’t believe in following all the rules.

constant re-prioritization. The responsibilities listed below em-body parts of a “typical day”.


{{ MoNIToRING MEDIA oPPoRTUNITIES

{{ BUILDING MEDIA LISTS

{{ MANAGING EDIToRIAL CALENDARS

{{ TRACKING AWARDS oPPoRTUNITIES

{{ CoMMUNITY RELATIoNS

{{ WRITING PRESS RELEASES

{{ CREATIVE PITChING

{{ MEDIA FoLLoW-UP

{{ TRACKING CoVERAGE

{{ SoCIAL MEDIA MANAGEMENT

{{ CLIENT MEETINGS

{{ MEDIA MEETINGS

{{ CoMPILING STATUS REPoRTS

what Is excItIng about your Job?There are so many exciting ele-ments of fashion PR—the feeling of landing a story in a top-tier outlet and seeing it come to fru-ition in print or online, styling a fashion news segment, devel-oping innovative social media campaigns to new client kick-off meetings.

what Is an exaMple of a typIcal day In the offIce?

Every publicist will tell you that there is no such thing as a typi-cal day. Each day is consists of serious time management and


Where is She Now?


{{ SoCIAL MEDIA MANAGEMENT AND ELEVATIoN

{{ BLoGGER PARTNERShIPS AND SEEDING

{{ INFLUENCER MARKETING

{{ DIGITAL INFLUENCER ACTIVATIoNS AND EVENTS

{{ LoADS MoRE!

what Is your favorIte part of your Job, rIght now?I love working for such a dynamic company that is growing incredibly fast. No day is ever the same which offers so much versatility and room for creativity!

what are you up to now?I’m in New York and handling digital marketing and PR for Bollare, a fashion and lifestyle communications firm!

current title: DIgITAL mANAgER, BOLLARE

Dara Bu @darabupr


Nicole may still be a college student, but she is racking up serious fashion industry experience as a campus representative for Rent the Runway, a position she secured through the local PRSSA student-led PR agency Creative Consultants. Billing itself as “access to the Carrie Bradshaw closet on a budget,” Rent the Runway is a designer dress and accessories rental company that has been covered everywhere from The New York Times to InStyle.

what Is your bacKground?I grew up in a small town called Tifton, Ga. and lived there until I moved to Athens, Ga. to attend college at the University of Georgia. I applied to UGA as a chemistry major and was destined to be pre-med. I had honestly never considered PR or fashion PR for that matter. The mall in my hometown was fondly bestowed the name “The Tifton Small” so I never had access to or even awareness of the stores and designers I have grown to love through my experiences with Rent the Runway. I changed my major to PR before classes even began because of an activities fair that introduced me to the student organization, Public Relations Student Society of America (PRSSA). After talking with the PRSSA representatives for several minutes in front of a creatively dec-orated tri-fold display, I had a feeling that PR could be something that I would excel at. I was right.

why fashIon pr?It was pure chance that I fell into Fashion PR. Being from a small country town where I didn’t even have internet access until the 10th grade, I was not exposed to high fashion at all unless I went to Atlanta. Even then, I

The biggest challenge of [being

the Jr. Account Exec for Rent

the Runway] is that the campus representatives

literally have no budget to work

with. our outreach efforts have to be creative and cost

efficient.

—Nicole McClellan

Nicole McClellanJR. ACCoUNT ExECUTIVE, CAMPUS REP FoR RENT ThE RUNWAYoRIGINALLY PUBLIShED: FEBRUARY 10, 2011


was so unaware of all that was available. I have al-ways loved to read and I developed a love for fashion by reading—and let’s be honest, lusting over all of the beautiful clothes, jewelry and SHOES within the pag-es of Vogue, InStyle and whatever other magazines and articles I could get my hands on. I knew I wanted to practice Public Relations and when the opportu-nity to apply for a fashion PR position came along through PRSSA’s student-run PR agency, Creative Consultants, it was like I had found the Holy Grail.

how dId you land your InternshIp?Landing the internship was definitely a process. First, I had to send in a resume and an application

to Creative Consultants that detailed my experiences and qualifications and also what client I would like to work for. It was a situation where they would contact me if they were interested. I received an email about a week or so later requesting a phone interview. I emailed back and the interview was set. I had a 30-minute conversation with an executive board member and she said that she would let me know if they had a position available and that she would be in touch. I received an email about a week later in-forming me that I had been selected to be the Junior Account Executive for Rent the Runway! I was elated when I got that email!

what are your responsIbIlItIes?My responsibilities include helping my Account Executive Christine Wang manage our team, which includes Taylor Henriquez, Hannah Alexander, Mary-Kerstin Lindqvist, and Danielle Ruble, drive sign ups, act as the liaison with our Salon partners, and plan and host events. We also pitch story ideas to local magazines and newspapers to bring awareness to Rent the Runway locally.

what Is a recent success story that you have been a part of?My number one job as a representative for Rent the Runway on campus is to create awareness for renttherunway.com by having people sign up, and not only have them sign up for the website, but to actually rent. Anytime that I have the opportunity to hear that a friend or an acquaintance got compli-ments all night long and had an absolutely amazing time at a wedding, formal, semi-formal or date night in one of our dresses is a HUGE success story for me. The fact that I referred them to our fabulous website makes me feel like I had a small part in making their night marvelous and helping them feel stunning and

renttherunway.com


confident in whatever designer they are wearing. I hear stories like that all the time and it brings a smile to my face every time.

what challenges are attached to your Job?The biggest challenge of my job is that the campus representatives literally have no budget to work with. Our outreach efforts have to be creative and cost efficient. We have formed partnerships with several salons in Athens in order to offer incentives to those who rent and to help sponsor the events we host. Needless to say, my negotiating and salesmanship skills are improving every day due to my line of work.

what Is excItIng about your posItIon?Being a part of such an awesome company is exciting in and of itself, but I have to say that the most exciting and rewarding part of my job is helping people feel confident and beautiful in designer clothes that they might not have otherwise been able to afford. Every girl deserves to look beautiful and feel good in her clothes and my job helps make that a reality.

what Is an exaMple of a typIcal day In the offIce?Since I am still in school at UGA and Rent the Run-way’s headquarters are in New York, I do not report to an office every day, but I take my job very serious-ly and make a conscious effort every day to have a conversation about or make reference to Rent the Runway. I often find that a simple short conversation is all it takes to get people interested. Who wouldn’t want to rent designer dresses for 10 percent of the cost of buying them retail?

tell us a bIt about creatIve consultantsCreative Consultants is a student-run PR firm within the University of Georgia’s PRSSA chapter. This agency is unique because the students are solely responsible for attracting clients, maintaining cli-ents, hiring and delegating tasks. It is an awesome opportunity offered by PRSSA to help students get “real world” experience. Rent the Runway is one of Creative Consultants’ clients.


Where is She Now?


{{ SECURING MEDIA PLACEMENTS IN KEY TRADE PUBLICATIoNS

{{ CooRDINATING LoGISTICS FoR CLIENT PARTICIPATIoN IN INDUSTRY TRADE ShoWS AND EVENTS

{{ GENERATING WEEKLY AND MoNThLY REPoRTS hIGhLIGhTING ToP CoVERAGE RESULTS

{{ SUPPoRTING ThE ACCoUNT GENERALLY WhERE NEEDED

what Is your favorIte part of your Job, rIght now?My favorite part of what I do is trade show support, which includes event planning and media relations. The most enjoyable part of my job is getting to work with an incredible team that is not only knowledgeable about the account and PR best practices, but is willing to share that knowledge with me helping me grow in my career.

what are you up to now?I currently work in Atlanta as an account coordinator in Porter Novelli’s Technology Practice. I have been with the company a little more than 10 months. Following graduation from UGA in May 2012, I interned for three months in Porter Novelli’s round-the-clock monitoring service, PN Radar, providing clients with real-time analysis of the issues most important to them. From there, I transitioned into an internship in Porter Novelli’s Technology Practice, where I was hired full-time in October 2012.

current title: ACCOUNT COORDINATOR, PORTER NOVELLI

Nicolle McClellan @nicmcclellan15


In the heart of the Big Apple, Coyne PR aims to set clients apart from all others by seeking the most creative approach to build brands. Nicole Giancaspro, Beauty and Fashion Account Coordinator speaks out about her journey in Fashion PR and gives fascinating insight on daily affairs.”

what Is your bacKground?I graduated with a Bachelor of Arts in Communications with a concen-tration in Public Relations, and I interned throughout my junior and senior years with various PR fashion and lifestyle companies. My first internship was at In Touch and Life & Style Weekly, where I interned three days per week in the publicity department. From there, I gained more experience at Harrison & Shriftman PR, followed by Tractenberg and Company PR. After my college graduation, I took a different route, and freelanced for Mercedes Benz Fashion Weeks in NYC as a press volunteer. This is where I really “got the fever” for fashion PR. In ad-dition to these endeavors, I also worked part time for a Housewife of New Jersey (and still do), assisting in many of her charity projects and events. I now work in the Coyne PR Beauty & Fashion department as an account coordinator.

why fashIon pr?I have always had a passion for fashion and admiration for the industry as a whole. I adore different styles along with the ability to portray myself differently. While some people are afraid of style and trends, I embrace them! I love fashion that breaks the mold and creates excitement, so I was always interested to work in an environment with an ever-changing atmosphere. My favorite parts: being behind the scenes, meeting new

Fashion itself is exciting and fun.

It is one of the most obvious forms of

expression without having to say

a word.

—Nicole Giancaspro

Nicole GiancasproFAShIoN & BEAUTY ACCoUNT CooRDINAToR, CoYNE PRoRIGINALLY PUBLIShED: DECEMBER 14, 2010


mistakes, and have been a part of a number of exciting, big, and small launches. Working on both the beauty and fashion accounts, I am lucky enough to be involved in many aspects of the business with my team. My first on-site immersion for one of our beauty clients, Mary Kay, is something I will always remember. It was the first annual meeting of high-level dermatologists from around the country to experience Mary Kay’s premiere skin care line. To be able to assist with such a close-knit event really made me feel like an integral part of a team, and I personally felt very proud. On the fashion side, working with Solstice Sunglass boutiques, pitching TV broadcast segments, and watching something I pitched come to life on air is so rewarding. I hope all the work I do makes an impact, and building the skill set and relationships is a big part of what will lead to bigger successes and possibilities down the road!

people, communicating, and building relationships. I am very passionate about every piece of the industry!

how dId you land your posItIon?I always thought the city was my playground, and that is where I needed to be. I was unemployed after college for about a year and a half. I knew I needed more experience to get the job, so I embarked on opportunities that would help me get my feet wet in Fashion PR, including volunteer-ing for Fashion Week and charity events. Since I heard that Coyne PR was one of the best places to work, I sent in my resume. Al-though an account coordinator position on the Beauty & Fashion team was not open at the time, I

remained persistent with the hu-man resources department and kept reinforcing my interest in working at the agency in order to stay on the radar. Once a position opened, I jumped on the oppor-tunity to interview with the team. I also provided a portfolio filled with samples of past work, which included an array of writing samples. I was thrilled the day I received the call from Coyne PR that I landed the job, especially in a field I am so passionate about!

what Is a recent success story that you have been a part of?For the past year, I have been a team member at Coyne PR Beauty & Fashion. I have grown tremendously, learned from


what challenges are attached to your Job?One challenge and big consideration for anyone look-ing to break into the industry, is that PR is not a 9to5 job. There are no set hours, and sometimes, no set days for work. The Derm Meeting I mentioned above happened to fall on the weekend of my birthday. An-other consideration is that you have to be flexible and be able to roll with the punches in public relations as things can change at the drop of a dime. You must al-ways be fully prepared to act on the given situation. It takes fast responses, quick thinking, creative writing and sometimes achy feet! Occasionally, you can deal with the worst of people, and thankfully, sometimes you deal with the best. Though you have the camara-

derie and support from your team, in order to thrive and survive certain events and situations, you have to be able to have thick skin and a warm attitude all at once. I have learned so much through my in-ternships and current position, and I have realized that this industry comes with constant learning, as the “rule book” is ever changing. Some challenges will just get bigger—but the sweet is never as sweet without the sour!

what Is excItIng about your Job?Fashion itself is exciting and fun. It is one of the most obvious forms of expression without having to say a word. Being able to put a voice to fashion is so excit-ing and intriguing. It is an exhilarating job since you never know what to expect and can have a brand new experience every day through attending and working events, landing placements, and meeting new people. Helping develop PR plans for current and potential clients is also an appealing aspect of the job.

what Is an exaMple of a typIcal day In the offIce?I don’t think there can be a typical day in PR—let alone in the fashion and beauty industry. With the constant change of trends and beauty hues, you can’t really depend on any day to be typical. Every day our team works hard to stay ahead of the trends.

what are your responsIbIlItIes?The first thing I do when I come in every morning is address my e-mail load, while setting up my own priorities for the day to ensure I am completing my projects on time. I follow this with overall media monitoring for various placements and pitching opportunities to garner as much positive coverage as possible. The remainder of the day can consist


tell us a bIt about coyne prCoyne PR, and our Beauty & Fashion division, is a growing agency that plucks the most in-teresting, creative, fun, dedicated and hard-working people. It is an environment that breeds success and passion. It is the type of place that pays attention to every detail for their clients and makes sure that no opportunity is over-looked. Coyne PR is not afraid to surpass limits and rules. It is a place where ‘no question, answer or idea is too dumb,’ which allows for complete freedom to be cre-ative without limitations.

what aspects of the Job requIreMents were a surprIse to you?In my internships, I had a number of different PR responsibilities, a majority of which were in fash-ion, and with those, I discovered that behind the scenes is not as glamorous as it seems. Settling in a steady, full-time position that called for me to pull all of my PR skills and knowledge into play at once was a challenge at first. It was quite a positive experience, and I was actually surprised by how much I knew already, but I also became fully aware of how much I still had to learn. This was a very rewarding and self-moti-vating surprise.

of many of the following tasks: creating media lists, media pitch-ing and relationship building, follow-up with interested edi-tors, securing event attendance, on-site event management, development of press materials, distribution of creative mailers, formatting placements, compil-ing clip books, managing social media initiatives (including tweeting great hits, or tips to our followers), client meetings, new business generation, and best of all, trying all the new trends by sampling beauty products!


Where is She Now?


{{ hANDLE MY BEAUTY/FAShIoN CLIENT ACCoUNTS

{{ EDIToR DESKSIDES

{{ PRESS RELEASE AND PITCh WRITING

{{ MEDIA oUTREACh AND CooRDINATIoN

{{ SAMPLE SENDoUTS

{{ EVENT DEVELoPMENT

{{ oN-SITE EVENT CooRDINATIoN

{{ IDEA DEVELoPMENT

{{ SoCIAL MEDIA PoSTING AND TRACKING

{{ MEDIA LIST DEVELoPMENTS

{{ TREND TRACKING

{{ STAYING CURRENT WITh EACh MAGAZINE, BLoG AND WEBSITE WIThIN ThE INDUSTRY

what Is your favorIte part of your Job, rIght now?I love having the sole responsibility for the overall tactics, coverage and happenings for each of my clients. Since I’m the go-to contact for each of my accounts, I loved taking on the challenge whether it be from a client or media member. Also being NYC makes network and meet new people easier and fun!

what are you up to now?Since my interview with PR Couture, I worked with Coyne for a couple more years to gain some more solid experience and just recently left to start at Bella Public Relations, a boutique beauty and fashion agency in NYC.

current title: ACCOUNT ExECUTIVE, BELLA PUBLIC RELATIONS

Nicole Giancaspro


Maggie Philbin credits her fashion PR internship at White Book to standing out and making an impression during her volunteer position at Tampa Bay Fashion Week. This college student has seemed to master the art of balancing school, a full-time job, and an internship because she believe that “to be successful later I need to work really hard now.” Being organized and managing time has been at the top of her to-do list after quickly finding out that fashion PR is “a business that never sleeps!”

what Is your bacKground?Having spent my entire life in Connecticut, I knew that after high school I wanted to continue my education in a different state. Originally, I attended a local community college in Florida and majored in Educa-tion. However, after visiting Tampa on a mini-vacation, I knew that the city had way more to offer me. As soon as I got back home, I applied to the University of South Florida, and started school that next semester. Tampa’s culture and emerging fashion scene ultimately persuaded me to change my focus from education to mass communication with an emphasis in public relations.

why fashIon pr?Having loved fashion and business for most of my life, I knew that work-ing in fashion public relations would be the best fit. During my junior year of college, I volunteered at our city’s fashion week and had the opportunity to work hand-in-hand with some pretty fabulous designers and models. I was in love!

To be successful later I need to work

really hard now.

—Maggie Philbin

Maggie PhilbinMY FAShIoN PR INTERNShIP AT WhITE BooK AGENCY oRIGINALLY PUBLIShED: MAY 4, 2011


how dId you land your InternshIp?During my time volunteering at Tampa Bay Fashion Week I worked really hard to impress Nancy from White Book Agency, and my efforts definitely paid off. The following week she phoned me and asked if I wanted to meet for an interview, and here I am, a MBA intern!

what Is a typIcal day In the offIce?Since I work remotely, the first thing that I do is hop in front of the computer to check my email. I jot down everything that I need to do for the day/week, and then read-up on some industry-related news. My su-

pervisor has instilled in me the importance of being aware of new trends and topics that are going on in our field, so I always dedicate time to reading and ab-sorbing everything that is going on. I then reach out to my boss via phone, and she updates me about what is going on with clients for the day and what tasks we need to accomplish. I then get busy doing work for my internship, sneak out for a couple hours to go to class, and then come back home to finish any outstanding tasks. Even though I am remote, we always stay con-nected through phone and email. If it weren’t for our smart phones, I don’t know how we’d do it!

what are your responsIbIlItIes?I am responsible for updating our firm’s social media page, writing for our weekly blog, reaching out to dif-ferent media outlets and researching various trends. Since I’m quite in-tune with the news, posting to our firm’s Facebook page and writing our weekly blog is enjoyable. New ideas and concepts are always com-ing my way, so I love to share them with our Facebook fans and blog readers.

what Is a recent success story that you have been a part of?One of our clients is a fashion sports brand. In an effort to garner her new clients, we reached out to several National Football League cheerleading squads. We received positive feedback from several NFL teams, and we were ultimately invited to the 2011 NFL Directors’ Convention in Miami, Florida. Our client is currently putting together sample sizes and storyboards for various NFL squads including the Dallas Cowboys, San Francisco 49ers, Washing-ton Redskins and the New Orleans Saints.

Since White Book represents a variety of clients, I’ve also had the opportunity to work on an industry


tell us a bIt about whIte booK agencyWhite Book Agency is an innova-tive and dynamic boutique public relations, advertising and mar-keting firm. It has professional and creative minds behind it, so it’s always able to tackle all of its client’s requests and challenges. White Book Agency is passionate about helping its clients along through their professional jour-ney.

expert account where I created pitches and contacted media out-lets from Miami to New York. Our team was able to secure place-ment out of market and really extend our client’s brand.

what challenges are attached to your Job?Balancing school, a full-time job and internship often presents itself with some challenges. Even so, I know that if I want to be successful later I need to work really hard now. I’ve learned that keeping to an orderly schedule and allocating my time efficiently works best if I want to finish ev-erything before deadline.

what aspects of the Job requIreMents were a surprIse to you?During my first week as an intern, Nancy (owner) told me that this won’t be a “9-5 job” and boy was she right. I quickly learned that I’d be working with profession-als in different time zones, that clients need help at all hours of the day, and that basically the business never sleeps!


Where is She Now?

what are your responsIbIlItIes?Some of my responsibilities include...

{{ DEVELoPING SoCIAL MEDIA CALENDARS, RESEARChING TRENDS, WRITING SoCIAL MEDIA CoPY AND MAINTAINING SoCIAL MEDIA PLATFoRMS INCLUDING: FACEBooK, PINTEREST AND TWITTER

{{ CoNCEPTUALIZING AND IMPLEMENTING SoCIAL MEDIA CAMPAIGNS ThAT TIE BACK To oUR CLIENT’S PR AND MARKETING PLAN

{{ DESIGNING AND IMPLEMENTING SoCIAL MEDIA APPLICATIoNS

{{ WRITING AND EDITING oRIGINAL CoPY FoR CoLLATERAL MATERIALS AND CoMMUNICATIoNS

{{ MANAGING ThE CREATIoN AND DISTRIBUTIoN oF ALL CoLLATERAL MATERIALS

{{ PRoVIDING TRADITIoNAL AND SoCIAL MEDIA TRAINING

{{ MANAGING ThE DAILY PPC CAMPAIGN BUDGETS, KEYWoRD BIDS AND WRITING AD CoPY IN GooGLE ADWoRDS

{{ WRITING, EDITING AND DISTRIBUTING PRESS RELEASES AND oThER PRESS CoRRESPoNDENCE

{{ PREPARING CLIP REPoRTS

what Is your favorIte part of your Job, rIght now?What I love most about my job is that it never feels like work. Being in an environment where my opinion matters and working with clients that I actually enjoy, makes for the ideal place to invest my time.

what are you up to now?Since my Getting IN days, I landed a job at Brock Communications, a full-service PR firm in Tampa, Florida.

current title: ACCOUNT ExECUTIVE, BROCk COmmUNICATIONS

Maggie Philbin @maggieophilbin


Kate Goins got her start in the communications world early on as an ed-itor at her high school’s newspaper. A freshman Mass Communications major at Texas State University, she continues her passion for Public Relations and Communications. She landed her PR internship through her Tumblr account after reaching out to Danika Daly PR. Since then, she has worked as a digital intern and even had the opportunity to go to New York City to pursue PR and her love of fabulously designed footwear.

what Is your bacKground?I am a freshman studying Mass Communications at Texas State Uni-versity. I got my start in journalism as the Entertainment Editor of The Cy-Fair Reporter, my high school’s newspaper publication. I was eventually promoted to Managing Editor, which put me in charge of the design of the paper. My experience with The Reporter allowed me to attend several conventions and competitions across Texas and even a trip to Columbia University.

why fashIon pr?I like the idea of getting people to notice the work of an emerging design-er. Everyone knows Alexander McQueen, Betsey Johnson, and Burberry, but what about smaller brands? There are so many designers out there that are full of talent, but haven’t been given the attention they deserve. I like knowing I can help make that happen.

how dId you land your posItIon?I started up a Tumblr to spotlight my favorite bloggers, whether they have a small audience or thousands of followers. When I saw Danika Daly PR

Everyone knows Alexander

McQueen, Betsey Johnson, and

Burberry, but what about smaller

brands? There are so many designers out there that are full of talent, but

haven’t been given the attention they

deserve. I like knowing I can help make that happen.

—Kate Goins

Kate GoinsMY FAShIoN PR INTERNShIP WITh DANIKA DALY PRoRIGINALLY PUBLIShED: MARCh 29, 2012


was following me, I thought it’d be a good opportuni-ty to ask about a virtual internship. I emailed her the next day and sent my resume that week.

what are your responsIbIlItIes?Creating contact lists, research, reaching out to press, designing press releases, social networking, blogging, pinning and helping with event/fashion show conception.

what aspects of the Job were a surprIse to you?I thought PR would mean supporting someone else’s creativity, but it has allowed me to express my own as well through graphic design. Photoshop is now open on my laptop as often as Google Chrome because I’m always working on designing a press release.

what Is a recent success story you have been a part of?I recently had the opportunity to take a trip to New York City to be a part of our client’s, By Misha, Fash-ion Week presentation. Almost as soon as I landed, I was running errands and making my way to the Bernarducci Meisel Gallery to prepare for the show. I spent a bulk of the day behind the lens of my Cannon Rebel, snapping shots of models, makeup artists and hairdressers to post on social media outlets, blogs, and use in follow-up releases. As the show grew closer, I switched into my heels and transitioned from photographer to receptionist, checking in every blogger, friend, and reporter that walked through the door. Everyone was here to see what our client de-signed and they were loving it. I couldn’t help but feel a sense of pride. After sending out countless emails from my remote desk in Texas, I was spending my Friday night in the greatest city among writers (with really great shoes). I felt at home.

My dreaM fashIon pr Job would be…Jeffrey Campbell. I’ve worn heels all my life and I have to say JC puts out some of the most creative, gorgeous heels I’ve seen. Along with that, their company mes-sage sums up to. “You are Jeffrey Campbell,” making the everyday girl feel like she is a part of something. I like that they continue to work with the same values they started with as a small, family-owned company. I think it is important to surround yourself with good people and I believe that the staff at Jeffrey Campbell are just that. Plus, those shoes, they’re perfect.


Where is She Now?

what are your responsIbIlItIes?For Fashion PR Confidential, I was in charge of designing web graphics & ADs for the website as well as a 50 page printed workbook for each of the students.

what Is your favorIte part of your Job, rIght now?Freelancing is a lot of fun because I get to decide what work I take on and still have plenty of time for school.

what are you up to now?Since my internship with Danika Daly PR, I was inspired to change my major from Journalism to Public Rela-tions with a minor in Fashion Merchandising. I have been able to maintain a working relationship with Danika and have been fortunate enough to design a New York Fashion Week invitation for client William Okpo as well as design graphics for Fashion PR Confidential, taught by Danika and Crosby Noricks herself!

current title: STUDENT, FREELANCE PR

Katie Goins @goingskate


Brianna Saperstein left her previous university in upstate New York to answer her calling back in New York City. Since returning to the city she has landed several internships, including Michael Kors. Currently, Bri-anna is an in-house fashion PR Intern for Betsey Johnson. Brianna is a perfect example of what it means to multi-task – working hard to achieve her professional dreams by balancing a demanding PR internship while being a full-time student.

what Is your bacKground?I grew up 20 miles north of New York City in Westchester county where I still live today. Living so close to Manhattan, fashion has always been a part of my life. I still remember the first time my grandmother took me to Saks Fifth Avenue and how mesmerized and inspired I felt at the ten-der age of eight. After I graduated from high school, I went to school in upstate New York, but after three semesters I was longing to be back near the city. Since January I have attended the Fashion Institute of Tech-nology studying advertising and marketing communications. To date, I have interned at Marina Maher Communications, CocoKouture.com as Style + Trends editor, Michael Kors, and currently in public relations at Betsey Johnson.

why fashIon pr?I have been surrounded by the communications industry my entire life. My father and several other relatives work in the industry, so I have been interested in pursuing public relations since high school. I have always loved fashion so marrying the two was a logical choice for me. Fashion PR is my ideal career because it allows me to work with brands and prod-ucts that I am truly passionate about.

The Betsey Johnson PR department has

their hands in every project and works to support every single

department.

—Brianna Saperstein

Brianna SapersteinMY FAShIoN PR INTERNShIP WITh BETSEY JohNSoNoRIGINALLY PUBLIShED: NoVEMBER 16, 2011

CocoKouture.com


what Is a recent success story that you have been a part of?One major placement I was a part of was securing Selena Gomez to wear one of our Spring 2012 run-way pieces to host the European Music Awards. With magazines, issues are worked on months in advance so I haven’t been able to see any magazine placements that I personally have worked on. With Selena, I hand-packed the box with the dress and sent it to her stylist. Seeing the dress on her [at the awards] was so excit-ing, I actually screamed when I saw it on TV!

what challenges are attached to your Job?We are a very small company and department with a lot of respon-sibility. The PR department ends up with responsibility in almost every project the company does. My bosses are all extremely hard-working able to adapt to every-thing that gets thrown at them, but it definitely gets overwhelm-ing at times. What I find partic-

how dId you land your posItIon?I landed my current internship position through the internship center at FIT. They are extremely helpful with connecting students to great companies to get intern-ships for college credit. Utilizing the connections your school has is extremely important!

what Is an exaMple of a typIcal day In the offIce?There truly is no such thing as a typical day at Betsey Johnson, and that is what I really enjoy about working there. Some days can be calm and we can focus on sending out samples and keeping track of press. Other days we can be frantically preparing for meetings with editors, organizing

events such as Fashion’s Night Out and Mercedes Benz Fashion Week, or dropping everything to help out with a project Betsey is working on.

what are your responsIbIlItIes?My day usually begins around 9 am and I am often the first person in my department to arrive. I take advantage of this rare quiet time to research, gather, and file press. My other main responsibility is assisting my supervisor with all sample requests for magazines, celebrities, and special events. It is also my responsibility to keep track of where our samples are at all times, especially our runway pieces, many of which are one of a kind.


ularly challenging on a personal level is balancing a full, 19 credit course load while only being on campus two days a week with interning 3 (sometimes very) full days a week. It definitely was an adjustment but it is an amazing experience and I learned so much about time management and prioritizing because of it.

what aspects of the Job requIreMents were a surprIse to you?I don’t think any daily tasks were really a surprise, but I think I may have underestimated the amount of energy interning while being a full time student would require. There were of course some funny, one-time only tasks that will make for good mem-ories. On my first day, about two weeks before our show at fashion week, my department was trying to brainstorm something the models could hold during the finale of our T&A themed show. If you didn’t see the show, “T” and “A” stand for prominent body parts on a woman. While this was being discussed, I was given the task of researching “tasteful blow up dolls.” Needless to say, we scrapped the idea, but it was a phrase I never imagined myself typing into Google!

In a few words, how would you suMMarIze the pr departMent at betsey Johnson?I would describe our department as the glue that holds the brand together. That is not to say that we do not have brilliant designers and very hard-working employees, but the PR department really has their hands in every project and works to sup-port every single department. Betsey Johnson the company can really best be described as a family. Everyone knows and cares about each other, and actually enjoys spending time together. It has been an incredible place to get a very in depth view of how fashion PR works.


Where is She Now?

what are your responsIbIlItIes (bulleted lIst Is fIne)

{{ hANDLE ALL MEDIA REQUESTS AND INQUIRIES FoR TARGET’S hoME AND SEASoNAL PRoGRAMS

{{ DRAFT PRESS MATERIALS

{{ CooRDINATE ALL SAMPLE TRAFFICKING

{{ CoMPILE WEEKLY AND PRoGRAM MEDIA RECAPS

{{ PITChING oN AN oNGoING BASIS

what Is your favorIte part of your Job, rIght now?I love that everyday is different. I am constantly learning and trying new things. I am also lucky enough to work on such a respected brand and large programs such as the FEED USA + Target collection launch and the holiday season is right around the corner!

what are you up to now?Since my first interview with PR Couture I have had amazing opportunities. My senior year I worked part time as a PR associate at luxury cosmetics company, Le Metier de Beaute. I worked a second New York Fashion Week with Betsey Johnson, interned at Prada working with the PR team for Miu Miu, and did an internship at Glamour Magazine. Currently I am an Account Coordinator at Kaplow PR on the Target home and seasonal account. Getting to work on one of the biggest and most well known brands in the country is such an incredible experience, especially for a first job. I was lucky enough to land my first job before I even graduated from college and I know my internship experience was a huge factor.

current title: ACCOUNT COORDINATOR, kAPLOW PR

Brianna Saperstein @brisaperstein


Zach Weiss has been carving his own path and relying on his tenacity and talent to excel in an industry he loves since the beginning. He has landed internships at top fashion PR firms such as People’s Revolution and Lizzie Grubman PR as well as in-house with the high fashion brand Fendi. Weiss has used his experience, social connections, and social media to establish a firm of his own, Z. Weiss Public Relations. Current-ly, Zach balances school at Syracuse University while building his own public relations firm.

what Is your bacKground?I got my first internship before my senior year of high school in 2009 at celebrity PR firm, Lizzie Grubman PR in Manhattan. I didn’t have any friends or family involved the PR field, so I really had to prove myself in the interview. I ended up being the youngest intern they have ever had in the office! I lived in Connecticut at the time (about 2 hours from Manhat-tan), and commuted to the city 3 days a week. I spent about 4 hours on the train each day, but it was totally worth it! At the same time, I began pursuing my own PR clients. I started with Tucker Blair, which makes fun, preppy needlepoint belts. I landed Tucker Blair as a client through a Tweet asking them if they needed any help with PR! Taylor Llewellyn, the company’s creator, had me start out on a trial basis, but it turned out to be a profitable venture for both Taylor and I. From there, I balanced my senior year of high school and Tucker Blair’s PR, and landed a summer internship at People’s Revolution before my freshman year of college.

Since I didn’t have showroom

in Manhattan, I expected that

I wouldn’t be taken seriously

as a fashion PR. however, I have

learned that if your clients make great

clothes, you can let the products speak

for themselves.

—Zach Weiss

Zach WeissFRoM FAShIoN PR INTERNShIPS AT PEoPLE’S REVoLUTIoN & FENDI To hIS oWN FIRMoRIGINALLY PUBLIShED: NoVEMBER 30, 2011


After this, I took off to Syracuse University to study communications, and continued to balance the PR for Tucker Blair. I noticed I had a lot of free time in my schedule at college, so I decided to expand my client roster. That year, I found my second client, Jack Robie menswear, thanks to my boss at Tucker Blair. My most recent internship was last summer at Fendi, and it was an amazing experience. I definitely encourage every fellow fashion PR to try out a corpo-rate PR internship. This is what gave me the tools to start my own PR agency last month, Z.Weiss Public Relations. As of last week, my group of clients has grown to 5 great brands: Tucker Blair, Jack Robie, Read’s Clothing Project, Sleevecandy, and Harding Lane. The agency’s website is basic at the moment, but a new one is in the works!

why fashIon pr?Kelly Cutrone always says she loves fashion PR be-cause “the clothes don’t talk back.” I certainly agree with that, since dealing with the PR for another person can become a battle that gets in the way of the publicity. The clothes are also something that shouldn’t be taken too seriously, which adds a lot of fun to the job.

how dId you land your posItIon?A simple resume submission and standard inter-viewing process. It’s easier than you think, you just have to follow up!

what Is an exaMple of a typIcal day In the offIce?A typical day “at the office” for me is fielding e-mail requests for all of my clients before I head off to class in the morning. I make sure I stay on top of this be-tween my classes on my Blackberry. I also devote one

day during the weekend to pre-draft the pitches for my clients to send out to specific publications about features, shoots, etc.

what are your responsIbIlItIes?The 3 very basic facets of Z.Weiss Public Relations are public relations (duh!), strategic partnerships (bringing my clients together with other brands), and brand development (making sure every client’s brand has a clear identity to appeal to buyers). These are very basic, and can extend as far as getting a table for a client at a restaurant!


what aspects of the Job requIreMents were a surprIse to you?The biggest surprise has been the awesome response my clients have received. Since I didn’t have showroom in Manhattan, I expected that I wouldn’t be taken seriously as a fashion PR. However, I have learned that if your clients make great clothes, you can let the products speak for themselves.

what challenges are attached to your Job?I am sure that most fashion PR enthusiasts can sympathize with the fashion months getting in the way. Since I do the PR for several fashion start-ups, they aren’t get-ting involved in the fashion week circuses just yet. This tends to hinder my communication with editors and buyers, so during this time we usually focus on partner-ships and web presence.

what Is a recent success story that you have been a part of?My most recent success story, other than finally launching my own PR agency, was partnering my first client, Tucker Blair, with the well-known boutique, Opening Ceremony. I oversaw the partnership from beginning to end, and the press response to it was great. We followed this partnership up with a press day packed with meetings at differ-ent magazines and department stores around Manhattan.


Where is He Now?


{{ SEASoNAL LooKBooK DISTRIBUTIoN

{{ FEATURE & ExCLUSIVES PITChING

{{ CELEBRITY DRESSING

{{ SAMPLE CooRDINATIoN

{{ STRATEGIC PARTNERShIPS/SPoNSoRS

{{ BUYER INTRoDUCTIoNS

{{ SChEDULING EDIToR/BUYER CoLLECTIoN RE-SEES

what Is your favorIte part of your Job, rIght now?Client events and gifts are always great, but my favorite part of the job is seeing my clients solidify their place in the market over time. I have worked with some of them for 3 or 4 years, and have watched them all grow from tiny, niche brands. It’s also great to see that a particular press hit has had an impact on brand sales. In the end, the overarching goal of PR isn’t just to strengthen the client’s image, but to ultimately make money for the them!

what are you up to now?Since we chatted last I’ve been expanding my client roster to include womenswear and photographers on top of my base of menswear clients. I’ve also started to try my hand at freelance writing for The New York Observer’s SCENE Magazine and Haute Media’s Haute Living and Haute Fashion Daily.

current title: CzAR AT z.WEISS PR

Zach Weiss @zacharyweiss


Although originally from Florida, Nicole Freedland has always been drawn to the bright lights and bustle of New York City. Nicole is cur-rently pursuing a degree in advertising and public relations hoping to make it big in the only industry she can see herself working everyday: fashion. Finding fashion internships outside of the major fashion hubs like New York City and Los Angeles can be hard but with dedication, Nicole ended up getting a custom internship with the PR and Special Events Department at Bloomingdale’s in Orlando. Her experience shows that even with limited opportunities, a little dedication and persistence can yield big rewards.

what Is your bacKground?I grew up in Fort Lauderdale, Florida but I feel like I was meant to grow up in New York City. I’ve come to realize that fashion is the only thing I can picture doing every single day for the rest of my life. I currently got to school at the University of Central Florida in Orlando, Florida. I’m majoring in advertising and public relations so naturally I’ve tried to in-tern with places that are fashion related but in Orlando that can be hard. I received a great internship with College Fashionista that allowed me to gain more internship experience while incorporating my love of fashion. I have also had other great intern opportunities being a PR intern with MMGY Global, a global travel PR firm, an advertising firm with the Or-lando Business Journal and an investor relations/special events intern with the Metro Orlando Economic Development Commission.

Persistence is key to landing any

dream internship. You have to show you want the job

and are more eager than anything or else why would

they give you the position? Also,

never give up. As cliche as it sounds, you’re going to be turned down over

and over again but if you let that stop

you, you’ll never get anywhere.

—Nicole Freedland

Nicole FreedlandMY FAShIoN PR INTERNShIP WITh BLooMINGDALE’S oRIGINALLY PUBLIShED: APRIL 11, 2012


why fashIon pr?Fashion is truly the only passion I have ever had. When I went to college, I knew no matter what major I picked it had to be something I could incorporate and use in the fashion industry so PR was my natural choice. Working in the fashion PR industry gives every fashion-obsessed girl the chance to speak on behalf of their favorite brands and speak through the designers. You get the opportunity to create and change the perceptions of how readers view these fashion brands, so I honestly couldn’t think of any-thing better.

how dId you land your posItIon?I landed my position with being persistent. When I look for an internship I look for a place I would want to get a job with and a place that I won’t dread work-ing at for free. My mission has always been to work special events and do PR and my favorite store is Bloomingdale’s so combining the two was really my dream internship. On the Bloomingdale’s website, it only shows a place for internships in New York be-cause that’s the only place it actually has an intern-ship program, but I didn’t let that stop me. I searched and called and basically stalked the Bloomingdale’s in Orlando until I finally found the name of the lady in charge of PR at the Orlando location. After that I Googled her name, found her on LinkedIn, added her to my network and found her email address. From November-February I emailed her my resume and cover letter several times and with Spring semester starting in January, I assumed they weren’t going to hire me as an intern so I took two other internships. The first week of February I received a call thanking me for being so persistent and showing how much I wanted the position and they offered me the intern-ship and created an internship program just for me. Note, that at this point I was already a month into the semester with 5 classes and 2 other internships but it’s Bloomingdale’s… You CAN NOT say no to Bloomingdale’s. So, as I said before, persistence is key to landing any dream internship. You have to show you want the job and are more eager than anything or else why would they give you the position? Also, never give up. As cliche as it sounds, you’re going to be turned down over and over again but if you let that stop you, you’ll never get anywhere.

what are your responsIbIlItIes?My responsibilities include coming up with ideas for special events, speaking with vendors, uploading the monthly events calendars onto the Bloomingdale’s


art galleries set up around the store to cocktails and candy bars. Overall it was just an amazing 10 days that I am so thankful I was able to be a part of.

My dreaM fashIon pr Job would be…My dream fashion PR job would be getting hired to be the PR girl for a major fashion line such as Chanel, Gucci, Prada, Versace, Armani or maybe even becoming the next OscarPRGirl! Honestly, just getting to be a part of the in-dustry is my dream and no matter where I’ll start, I’ll work my way all the way up to the top from there. Also, being the next Kelly Cutrone would also be awesome. She’s pure genius and an excellent business woman; she knows what she wants, where she wants to go and does whatever she needs to get there.

they created an internship posi-tion just to have me. Also, every-one I have met at Bloomingdale’s has been absolutely amazing. The lady I work under is absolutely incredible. She’s an amazing boss that I’ve learned so much from. She is so hard working, outgoing and fashionable that she really is the definition of fashion PR, not to mention a great role model. I’m shocked that this is the first time in my life that I truly enjoy going to my internship every single day… I offer to come in every sin-gle day and they think I am crazy but I seriously love it that much.

what Is a recent success story that you have been a part of?All of HOT! was an incredible ex-perience. It was March 8-18 when Bloomingdale’s launched their new LoyaLIST program. This is where Bloomingdale’s Insiders became Bloomingdale’s LoyaL-ISTS . Basically, it was 10 days filled with amazing events from fashion shows/presentations to

website, making sure the events run smoothly and everyone is happy during the events, running errands, writing press releases and pitches to send to selected media and my favorite responsi-bility for far has been styling the in-store fashion shows we had during HOT!

what aspects of the Job were a surprIse to you?What surprised me was how much I love everything. No matter what my tasks are, I’m so happy to be a part of Bloomingdale’s that it just feels like I am having fun all the time. I really feel honored that


Where is She Now?


{{ CREATING PRoDUCT LAUNChES

{{ LEAD GENERATIoN

{{ AFFILIATE MANAGER

{{ CUSToMER SUPPoRT

{{ PLANNING CAMPAIGNS

{{ oVERSEEING WEBINARS

{{ CREATING PRoMoTIoNS

what Is your favorIte part of your Job, rIght now?I’m learning a lot about the online side of marketing. Most of our clients are in the real estate and financial niche so I’m learning about different industries that I originally never thought I’d be interested in.

what are you up to now?After my last interview a lot has happened! I graduated from the University of Central Florida in August and started my first real job as a stylist at LF. While working at LF I got to utilize my love for fashion and styling. I also got to incorporate the advertising and PR skills I learned in school by managing the social media for the store and assisting in planning fundraising events. I worked at LF from May to January when I got offered my current position, a marketing assistant at The Darwin Agency.

current title: mARkETINg ASSISTANT, THE DARWIN AgENCY

Nicole Freedland


An Art History and English major at the University of Michigan, Mollye Rogel finds fashion to be a natural extension of her studies, and her fa-vorite sector of public relations in which to work. This summer, a PR & Special Events internship at Bergdorf Goodman gave this New Jersey the opportunity to support the iconic 5th Avenue luxury goods department store gear up for its it’s 111th anniversary.

what Is your bacKground?I grew up in suburban New Jersey, right over the border from Manhattan. The city has played a great role in my upbringing and interest in fashion because it is a place where one can truly be themselves and create their style based off any inspiration without judgment. I like the freedom one has to do whatever they desire but also the drive the constant movement of the city manifests to make one try harder and constantly improve. I currently attend the University of Michigan in Ann Arbor where I am majoring in Art History and English. I find art and fashion to be so inter-twined that my studies go hand in hand with my desired career. Leading up to my summer with Bergdorf Goodman this year, I have held PR and event planning internships with both fashion and nonprofit companies to experience all sides of this career path. Though I enjoy PR in all its capacities, the fashion side is what excites me most and is what I most want to pursue.

why fashIon pr?I have always been inspired by fashion and the varying styles individuals possess over time and throughout different cultures. I like to channel this interest through PR and event planning because the more business

We did important pulls with editors, collected relevant

archives on trips to the New York Times

and FIT, picked up and delivered

packages for editors and vendors, and helped with press

days. We also partook in clinics

and store meetings; it was really a

multifaceted and priceless education

in fashion PR.

—Mollye Rogel, PR & Special Events

Intern, Bergdorf Goodman

Mollye RogelMY FAShIoN PR INTERNShIPS WITh BERGDoRF GooDMANoRIGINALLY PUBLIShED: AUGUST 22, 2012


oriented side excites me most. To be in charge of promoting a company or organization that has such a say in the style choices and opinions of countless individuals is a really rewarding prospect because it means I get to partake in the bigger picture of cul-ture. I enjoy event planning also because it requires a lot of patience, attention to detail and organization. Making lists are a really important aspect to how I complete tasks and are also an extremely crucial ele-ment of event planning. Though this may make these jobs seem daunting and serious, the payoff is so great and shows up in so many ways, from social media and the public recognizing your company to a great event that creates many more clients and friends, it is really worth all the hard work.

how dId you land your posItIon?Persistence, persistence, persistence! I emailed and called the people in charge of hiring for the intern-ship regularly. It is important to remember that there are a million students out there who want the same position, so one must stay relevant and at the fore-front of the company’s attention. It is certainly a thin line between showing dedication to the internship and annoying potential employers, but in the long run I think it was my ability to stay on top of corre-spondence with the company and relevant previous experience that really helped me land the position. A relevant resume is also key because it shows that you will be able to handle all the responsibilities with ease so your employer will not have to walk you through every step of the internship. With every job and internship and job I have held leading up to my most current, I made sure that it had something to do with fashion or PR or event planning. Not only can you make valuable connections this way, but you show potential employers that this is what you are really interested in and good at.

as a pr & specIal events Intern at bergdorf goodMan, what are your responsIbIlItIes?As a PR and Special Events Intern, I was in charge of helping make sure everything in those departments ran smoothly. Because there are so many tasks and details associated with this profession, my daily responsibilities varied endlessly. Walking the store and doing pulls with editors was the most consis-tent activity, though I could be doing anything else throughout the day such as researching gift bags for special events or creating archives and vendor lists. I got to sit in on meeting with vendors and higher-ups in the company, which was especially interesting be-cause it gave me a chance to see all responsibilities of


I will utilize my love of PR and event planning to one day work for either a fashion PR firm that handles fashion events and shows or for a firm in NYC that concen-trates on publicizing restaurants and clubs. My favorite experienc-es are those where I get to make connections and socialize, and fashion PR and event planning are certainly the central route to attaining these goals. The people that I have met in fashion are certainly some of the most driven and enthusiastic professionals, which is continuous and non-stop drive to constantly improve myself. PR and event planning are hard work but pay off in really obvious and rewarding ways.

the PR and event planning world and what I might expect once this is my actual career. All my re-sponsibilities, no matter how big or small, were rewarding because they helped my bosses do their jobs efficiently.

what Is a recent success story that you have been a part of?There were so many successful and rewarding moments as a PR and event planning intern with Bergdorf Goodman it is hard to choose just one. Something that really stands out however was the amount of work the other PR intern and I put into organizing the memo loan book, which held the paperwork for pulls done throughout the past year or so.

Because these pulls are such a crucial part of PR, it is important to stay on top of the plethora of paperwork and make sure all items are returned in a timely fashion. Most of the memos were eventually closed, which was rewarding to us because this helped the company function more efficiently and regain many of the funds they would have lost had the items not been returned.

My dreaM fashIon pr Job would be…New York City has the most opti-mistic and energizing vibe of any place I have ever been, so I know this is the scene that I want to live and work in. The experiences that one can attain in this city are un-like any other, both professional-ly and on a personal level. Ideally,


Where is She Now?

what are your responsIbIlItIes?At Chanel I managed clothing and accessories sample distribution to premiere clients and fashion publications such as Vogue and W using Fashion GPS, monitored and organized in-ventory, new merchandise and the showroom and assisted at editorial events showcasing new season samples to major fashion publications.

what Is your favorIte part of your Job, rIght now?The chance to take everything I know about digital media, PR and event planning to help sup-port a non-profit organization.

what are you up to now?After my internship with Bergdorf Goodman, I was inspired by their creative use of PR in digital media and contacted the director of digital media for the University of Michigan. They offered me an internship, which I held the entire semester and into the spring, even while I was studying abroad in Paris. I was responsible for several platforms, including a Tumblr page I created for the university. This was an extremely beneficial experience that taught me how to intertwined PR and digital media really are.

Over the summer, I interned in the fashion and accessories public relations department at Chanel in New York City. Working with a group of five interns, it was especially important that I stayed extremely organized with my tasks, which included managing samples as well as tracking sensitive packages from Paris. When the fashion public relations manager was at fashion week in Paris, I was afforded the opportunity to take on additional re-sponsibilities including managing correspondence with her clients and making sure everything was efficiently completed in her absence. Additionally, I also assisted during the editor preview week and managed pulls for premium clients.

current title: DIgITAL mEDIA INTERN, FORmERLY FASHION PR INTERN, CHANEL

Mollye Rogel @mollyerogel


A Corporate and Organizational Communication major and Spanish minor, Carter Boardman turned a class assignment into a fashion PR internship. Learn how she did it below:

what Is your bacKground?I grew up in Augusta, Georgia and moved to Charleston, South Carolina to attend the College of Charleston. I am a Corporate and Organizational Communication major and a Spanish minor. After taking a public re-lations class I realized it was something I would really love doing and possibly be something I was good at. I have always been interested in fashion, which is where my interest in fashion PR grew.

why fashIon pr?I have always known I wanted to do something in the fashion industry, but really had no idea in what area. My sophomore year I became a co-editor of a blog, The Campus Style, LLC. Charleston, and started to learn the power of blogging and social media in the fashion industry. I also loved promoting different events, people, and just creating buzz sur-rounding fashion related topics. I decided that Fashion PR could be the perfect fit for me and wanted to become involved in Fashion PR somehow to see if I was right. Immediately after I started interning for Circa PR I fell in love with Fashion PR.

how dId you land your InternshIp/Job posItIon?In one of my public relations classes I had to interview the founder of a public relations firm for an essay. I knew Circa PR specialized in fashion

I love promoting different events, people, and just

creating buzz surrounding fashion

related topics.

—Carter Boardman

Carter BoardmanMY FAShIoN PR INTERNShIP WITh CIRCA PRoRIGINALLY PUBLIShED: MARCh 1, 2011


and retail, which I am very interested in, so Katie Kern was the perfect fit. After the interview I was very interested in an internship with Circa PR and asked Katie if she ever needed an intern to contact me. Luckily, she did and here I am!

what are your responsIbIlItIes? what Is an exaMple of a typIcal day In the offIce?My responsibilities include social media manage-ment, media log updates, writing press releases, event coordination, trend reporting, and keeping up with current promotions, events, and other activity for Circa PR clients. Most of my daily task are done from my computer and constant throughout the day.

On a typical day, I wake up, manage client Twitter and Facebook accounts before my classes, then after my classes work on various tasks I have to complete that week.

what Is excItIng about your InternshIp?One of the most exciting parts of my internship is being an active part of our clients PR efforts. I am not just watching from the sidelines, Katie allows and encourages me to be proactive and get involved in the decision making process. With any internship there is the assumption that most of what you will be doing are miscellaneous tasks, but Katie is ensuring that after interning for her I will be prepared to tackle any aspect of Fashion PR. I am extremely lucky to have the opportunity to be directly involved in Circa PR’s decision making. After putting forth all possible efforts to make a project successful, it is so rewarding to see it actually come to life. Truly, what is more re-warding is hearing and reading the positive feedback from the events in the press. It is exciting to know that I was a part of this success.

what challenges are attached to your Job? what aspects of the Job requIreMents were a surprIse to you?Aside from balancing a full course load in college and an internship, some of the challenges I have faced are the companies’ processes and procedures. There is an effective way to tweet, there is a correct way to write and submit a press release and there is so much more to planning a successful event than just having the right people show up. What is taught in a classroom setting does not always translate to the real world. I was really surprised by the different techniques that go into executing a successful social media cam-paign. When I was told I would be tweeting for vari-ous clients, I thought that would be one of the easiest


tell us a bIt about cIrca prCirca PR is a fashion PR firm that never settles for anything but the best. It uses a creative and detailed approach to tackle its client’s communication chal-lenges. Circa PR determines the best approach to promote its clients to their target audience. I’m constantly being told, “Stick with Katie Kern, she knows what she is doing and she knows how to effectively do it.”

organizations PR efforts. The launch event featured the “Best of Shows Spring/Summer 2011 R-T-W Collections Trend Over-view” video presentation, edited by award-winning editor of The International Fashion Syndicate, Mary Lou Luther. We really got the word out to industry profes-sionals from the worlds of fash-ion, retail, beauty and home. The buzz created around this event ultimately resulted in a sold out crowd and every media outlet in the city was in attendance.

parts of my internship. Well, I quickly learned that I was wrong. Each tweet must be submitted at a certain time, use certain hash marks and mentions, and always be relevant. Aside for the actual tweeting there is also finding the content and what to tweet about.

what Is a recent success story that you have been a part of?The Fashion Group Interna-tional(R) recently launched in Charleston, South Carolina. Circa PR founder Katie Kern is the public relations director and we are responsible for all of the


Where is She Now?


{{ CooRDINATE SAMPLES WITh MAGAZINES

{{ BLoGGER oUTREACh – I DEVELoPED A BLoGGER PRoGRAM

{{ CELEBRITY oUTREACh

{{ SECURE CREDITS IN PUBLICATIoNS

{{ RELATIoNShIP-BUILDING WITh EDIToRS, BLoGGERS, AND CELEBRITIES

what Is your favorIte part of your Job, rIght now?My favorite part of my job right now is developing a blogger program. Personal style blogs have become a great way to get your product out there. Having a top blogger post about your product or wear your product is so exciting and then to track how your efforts drive sales is even more exciting. These personal style bloggers have come a huge inspiration and shows people that your style if how you feel and how you piece things together. So, currently, my favorite part of my job is working on developing brand relationships and a blogger program with these top “street style” bloggers.

what are you up to now?After CircaPR I moved to New York City for the summer and interned in the public relations department at Stu-art Weitzman. When school started again I interned in the marketing department at Garden & Gun Magazine. After that, I went to my final internship which was at Obviouslee Marketing. After graduating from College of Charleston in May 2012 I moved to New York City to be the public relations assistant at Stuart Weitzman.

current title: PUBLIC RELATIONS COORDINATOR, STUART WEITzmAN

Carter Boardman

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about crosbyKnown 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 is the founder of PR Couture, a beloved digital resource among PR students, publicists and fashion brands. Crosby was included in the

iMedia 25 Class of 2012 as a key influencer in interactive marketing, and is an experienced fashion & consumer marketing strategist. Crosby has contributed

thought leadership to Fast Company, Mashable, and PR Week, among others. In 2012, she was honored by the City of San Diego as a “40 under 40” in SD Metro Magazine

and in 2010, Crosby won “Blogger of the Year” at the inaugural InfluenceSD Awards. PR Couture has been featured in more than 100 publications and blogs including The New York Times, The Chicago Tribune, Mashable, Refinery29, PR Daily and the Pinterest blog and Crosby regularly speaks about her field at industry and student conferences. Connect with Crosby on Twitter @prcouture.

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