Today we’re guiding you through the fashion PR-field, telling you how to land and be successful in a fashion pr job. And we’re handing over the CHAPTER FRIDAY mic (ok, keyboard…) to powergirl Kristen Sticker, who is in charge of international public relations and social media at Forever 21. With a jaw-droppingly cool job description and equally packed schedule (she opened stores in Brazil and China this month, is off to Mexico soon and was in Amsterdam this weekend) we want to know her tips on how to get there.

HOW TO MAKE IT IN FASHION PR

1. INTERN, INTER, INTERN
We really can’t stress the value of internships enough. You’ll get to ‘test drive’ a career and build up actual work experience in your field, and besides that you get to check out the company culture. As an intern you’ll get a shot at building a valuable network of both fellow interns and big bosses, to fall back on for the rest of your career.
Kristen: ‘I did several internships for Carolina Herrera and Nina Ricci in New York and literally wore Forever 21 every single day. One time, the head designer for Carolina Herrera would not stop talking about a blouse I was wearing from Forever 21 and I told myself that day I would work for that company no matter what. Fast forward a few years, when I decided to take an internship there since that was the only available position in the marketing department. A little over four years later, I now oversee global PR and social media.’

2. BE PERSISTENT
That’s the thing about dream jobs: everybody wants them. It’s not easy getting a foot in the door of the fashion world but it certainly is possible, and it’s up to you to make it happen. Reach out to everyone you know, research the company you most desire to work for and get in touch with it’s employees, constantly polish up your knowledge and… don’t give up after one rejection.
Kristen: ‘I used every contact I had to land my first internships. As for Forever 21, I applied as many times as I could. I just wouldn’t give up! Persistence really is key.’

3. BE FLEXIBLE
In public relations, it’s your job to deliver a perfect end project and to make sure each step along the way goes smoothly. The end result is what matters most, meaning you’ll need to adjust to whatever situation is thrown at you. Being flexible, adjusting to change and adapting to less convenient work schedules goes a long way.
Kristen: ‘Each day is completely different! We work with Europe and India in the morning, the US and Latin America midday and Asia at night. There’s over ten PR-agencies in the world teaming up with us on ongoing projects and at least one new store opening a week to be working on as well.’

4. EDUCATE YOURSELF
The PR field changes rapidly, with new social channels and apps constantly defining the way we shop and get in touch with brands. Stay on top of what’s happening in your industry by going to conventions, reading marketing websites and books and constantly investigating what big brands are doing in terms of PR and social media.
Kristen: ‘I read about my business every single day, just to stay up to speed. Social media are evolving pretty much every day and the more knowledgable you are, the better!’

5. GO ABOVE AND BEYOND
This seams like a no-brainer but still we need to stress: working in fashion is serious business. Give it your all and be the first one in and the last one to leave. Pick up projects that aren’t necessarily the most fun and glamorous ones. Show your ideas and take the lead, and get things done before you are asked. If you excel at the details - like mailing a recap of a meeting without being instructed to do so, or getting lunch when you see everyone needs a boost - proves your bosses that you can be trusted with bigger tasks.
Kristen: ’People sometimes think PR is all frills and parties. But the truth is it’s more about hard work day and night, making sure everything goes as planned and every detail is exactly the way it should be. There’s no room for mistakes.’

6. KEEP THE LONG RUN IN MIND
No success will be booked over night. In PR, you’re trying to make people fall in love with a brand the same way you did - and you’re asking them to trust in and build a relationship with a company. You might also find that in this economy, budgets for teams or projects are being cut in half. Keep the long run in mind and know that each success means you’ll get to take on a bigger project or add responsibility to your team.
Kristen: ’When I first started at Forever 21, we did not have a PR team so I had the opportunity to build one! Currently I am particularly proud of our Instagram account since we are leading our industry in number of followers.’

7. YOU HAVE TO ABSOLUTELY LOVE IT
Working in a creative yet highly competitive field demands a lot from you. No matter if you’re an intern needing to prove yourself, or leading a team, the work load will be though. So hopefully this industry or company is something you love and feel passionate about. Make sure you celebrate the big and little successes to keep you motivated.
Kristen: ‘I love being able to see the final project, whether it be a launch, an event or a new store opening. Seeing customers excited about the particular initiative makes the sometimes 15 hour days worth it.’

PREVIOUS
Why the cactus is the ultimate office plant

NEXT
6 signs you're doing what you love