Interview : Niki Ostin - PR Lab

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Niki Ostin
Business Name: 
PR Lab


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.

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.

Why did you start your fashion PR firm ?: 

I wanted to work with brands that are unique and exciting to me.

A little about your company: 

PR Lab is a consumer lifestyle firm that focuses on media and stylist relations, and events.

How many hours you rougly work per week?: 

I stop counting after 50

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!

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.

What do you think the core competitiveness for fashion pr company ?: 

Staying on top of the news and ahead of the trends, networking.

How fashion pr company should try to maintain their market competitivenss ?: 

same as above

What are the key skills to being a great fashion pr ?: 

same as above

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.

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.

What part of your job do you find the most challenging ?: 

Scheduling (video) conference calls with clients in different countries

How do you bring new brands into your agency ?: 

Primarily through word of mouth since we only represent top brands.

How has the new media landscape changed how you do business ?: 

The growth of social media and the closing of magazines

How do you demonstrate results for your clients ?: 

showing them status reports outlining their return on investment

How do you maintain sustainable relationships with the media ?: 

networking with media as much as possible and constantly reading

How to know what a publication or stylist wants?: 

they typically provide style details or they review our look book

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

Are there busy and quiet periods during the year?: 

what’s “quiet”???

What makes a great brand or label stand out?: 

creativity but also a more affordable price

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.

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.

What sums up 'fashion PR' for you ? : 

creativity and evolution

Please list 3 designers who you like the most: 

elvet, Ella Moss, BCBG

Do you want to share something with 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.

What's your favourite quote?: 

Carpe Diem

Contact Info: 


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