FashionPR.com Interview : Niki Ostin - PR Lab
Business Name:
PR Lab
Your Name:
Niki Ostin
Country:
United States 
fashionPR.com: A little about yourself:
Originally from Montreal, but always wanted to live in the City of Angeles. I moved to Los Angeles over a decade ago.
fashionPR.com: Where did you work before founding your FashionPR firm?:
FOX Broadcasting Company, Magnet Communications, Clifford PR and other spots to get as much experience in public relations as possible.
fashionPR.com: Why did you start your fashion PR firm ?:
I wanted to work with brands that are unique and exciting to me.
fashionPR.com: A little about your company:
PR Lab is a consumer lifestyle firm that focuses on media and stylist relations, and events.
fashionPR.com: How many hours you rougly work per week?:
I stop counting after 50
fashionPR.com: What does a fashion pr do ?:
We generate exposure for our clients in the press, coordinate product placement on celebrities, work with wardrobe stylists, plan events, etc. Lots of strategic planning for our clients!
fashionPR.com: What do you find interesting about fashion pr ?:
It’s constantly evolving and I love the energy that new designers bring to the mix. No two days are ever the same.
fashionPR.com: What do you think the core competitiveness for fashion pr company ?:
Staying on top of the news and ahead of the trends, networking.
fashionPR.com: How fashion pr company should try to maintain their market competitivenss ?:
same as above
fashionPR.com: What are the key skills to being a great fashion pr ?:
same as above
fashionPR.com: What should a new designer expect from a fashion pr ?:
A great pr firm will go beyond “publicity”. They will work with you to develop a strategic pr plan incorporating media relations, influencer seeding and results that have a great return on your investment.
fashionPR.com: How to chose a fashion pr ?:
Do your research. Pick a pr professional who is experienced and passionate about your brand. Also, make sure to meet with the person who will be working on your product. It’s a partnership so you need to be open about your brand.
fashionPR.com: What part of your job do you find the most challenging ?:
Scheduling (video) conference calls with clients in different countries
fashionPR.com: How do you bring new brands into your agency ?:
Primarily through word of mouth since we only represent top brands.
fashionPR.com: How has the new media landscape changed how you do business ?:
The growth of social media and the closing of magazines
fashionPR.com: How do you demonstrate results for your clients ?:
showing them status reports outlining their return on investment
fashionPR.com: How do you maintain sustainable relationships with the media ?:
networking with media as much as possible and constantly reading
fashionPR.com: How to know what a publication or stylist wants?:
they typically provide style details or they review our look book
fashionPR.com: What do you think the future of digital fashion media/pr is?:
with the 24/7 global news cycle and importance of online media / social networking, it will become increasingly important to stay informed on the latest media outlets and to spend more money targeting your clients online
fashionPR.com: Are there busy and quiet periods during the year?:
what’s “quiet”???
fashionPR.com: What makes a great brand or label stand out?:
creativity but also wearability...at a more affordable price
fashionPR.com: Are many of your friends fashion PRs ?:
I have lots of fashion pr friends, but I also organize networking events to meet other pr folks and people in different industries.
fashionPR.com: What would you recommend to college graduate to help start their career?:
Get an internship to determine if pr is the right field for you. Talk to friends of friends who are in the industry for advice.
fashionPR.com: What sums up 'fashion PR' for you ? :
creativity and evolution
fashionPR.com: Please list 3 designers who you like the most:
elvet, Ella Moss, BCBG
fashionPR.com: Do you want to share something with fashionPR.com audience ?:
now (during a recession) is the time to spend money on pr since you should to make your brand stand out from your competitors...who are already allocating funds to pr.
fashionPR.com: What's your favourite quote?:
Carpe Diem
Contact Info:
niki(at)prlabonline.com
Business website:
PR Lab PR Interview
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