Danika daly




The founder of Fashion PR Confidential and Danika Daly PR, a boutique PR firm in New York City specializing in contemporary fashion, beauty and lifestyle brands. Danika does everything in a bright, bold fashion, with creative flair and no trace of the ordinary. 

Danika started her career in PR in Miami and Palm Beach, starting out in Beauty PR with brands such as celebrity hairstylist Ken Paves and blinc Cosmetics. She moved into the Fashion sector when she worked with Sam Edelman and worked with high-end brands in their local South Florida market such as Gucci, Saks Fifth Avenue, Tory Burch and Rene Caovilla.

Danika moved on to working with emerging fashion brands in New York City, when she started her company Danika Daly PR in 2011. She now represents clients ranging from apparel, beauty products, tech, retail stores, lifestyle brands and more. Danika's clients have been featured in Vogue, Teen Vogue, Elle, Refinery29, The Zoe Report, Glamour, Entrepreneur, The Elvis Duran Show and more. In addition to media placement, Danika Daly PR focuses on digital campaigns, collaborations and events.  

Danika coaches many brands and aspiring publicists, and has a love for sharing knowledge. She has done so as a writer for various sites such as PR Couture, Fashion Indie, and The Fabulous Report. 

Upon hearing from Danika Daly PR interns every semester that they learned more in the internship program than they learned in college, Danika decided to start the Fashion PR Confidential to teach larger groups of students at a time. Many people wanted to get into Fashion PR, but didn't know how. 

Danika has been featured in PR Couture, Taste the Style, Cision Blog, The PR Closet, and more. She holds a Bachelor's Degree in public relations from the University of Florida, with a minor in Science and graduated with honors. 

crosby noricks

MEDIA MAVEN + instructor



Known 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. PR Couture is a beloved resource among fashion and PR students, publicists and fashion brands. Each month, a community of more than 50k followers rely on PR Couture to provide fresh insight into public relations, marketing and social media as well as expert interviews, strategy and job leads.

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. For nearly five years (2008-2013), Crosby was instrumental in establishing and then growing the award-winning social media practice area at Red Door Interactive, a leading digital marketing agency. In her capacity as Director of Social Media and later as Creative Director, Crosby championed brand storytelling, content & social media strategy for clients like Quiksilver, Charlotte Russe, Creative Nail Design, Eagle Creek and Sutter Home.

A skilled writer, Crosby published her first book, “Ready to Launch: The PR Couture Guide to Breaking into Fashion PR,” in February 2012 and quickly followed up with an additional eBook, “Pitch Perfect” in October of the same year. 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.

Crosby has also taught fashion communication courses at both FIDM and the Art Institute, and regularly speaks about her field at industry and student conferences. She holds a Master’s Degree in Mass Communication & Media Studies from San Diego State University & graduated with honors from Pitzer College.

Ella shumilina




Ella Shumilina is a senior at the University of Miami, majoring in Public Relations with a minor in Marketing. She attended the Fashion PR Confidential NY workshop in Fall 2013. After learning so much about the industry during the workshop, Ella wanted to apply her knowledge and skills as well as gain experience in real life. In 2014, she joined the Danika Daly PR/Fashion PR Con team and started working on graphic design, website building, event coordination and development of the new online course. She is interested in graphic design, fashion and photography. 


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