ColumnistsMay 09, 2023
Creative Connecting: The Dos & Donts of Pre-Trade Show MarketingColumnistsMay 16, 2023
PR 101: What Editors Want (and Need) in a Press Kit
Duvall O’Steen and Jen Cullen Williams outline best practices for brands to share their work with journalists, editors, and influencers.
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
Ahead of Las Vegas jewelry market week, we decided to ask editors what they want and need in a digital press kit.
As you prepare your brand for trade shows or seasonal jewelry-related holidays, these tips will help you stand out from the crowd and increase your chances of getting press coverage.
As you prepare your brand for trade shows or seasonal jewelry-related holidays, these tips will help you stand out from the crowd and increase your chances of getting press coverage.
Consumer Press
We spoke with veteran jewelry and watch journalist Roberta Naas, who writes regularly for Forbes, the international edition of The New York Times, Elite Traveler, WatchPro, WorldTempus, and many other publications.
Listed below are her top tips for preparing the perfect press kit for consumer journalists, editors, and influencers.
Listed below are her top tips for preparing the perfect press kit for consumer journalists, editors, and influencers.
1. Ensure That Representative or Iconic Image Is Visible Immediately
“To me, the best press kit—especially when sent digitally—has a picture right away in the email so that I can see exactly what the watch or jewelry looks like,” says Naas.
“I don’t need every picture visible. Just one. This way, I can determine immediately how important or how relevant the content is for me. I receive more than 50 press kits on a daily basis. Knowing right away how to file them in terms of priority is key. I am tired of searching press kits and press releases to see what the items look like. If there is no picture—without my having to go to a link—I typically file that press release in the trash bin.”
2. DropBox Link Is Preferred
“Regarding photos and links,” Naas explains, “a link to a DropBox folder for the images is great. It is not OK to send a large WeTransfer file that is hundreds of megabytes or even a gigabyte and expect me to download all of that content onto a laptop. That takes time and uses computer memory storage space. A link to a DropBox folder, with photos organized in folders (high-res, medium-res for digital, lifestyle or single-item shots, etc.) is very user friendly.”
Related stories will be right here …
3. Brief Press Releases With Product Details and Retail Prices
“As to the press release itself, a one pager or two pages maximum is a very manageable size. Many brands think they need to put their entire story into the release. They don’t, unless they are a new company.
“If the release contains watch content, there should be a tech sheet with the details (movement, materials, etc.). If the release is about a jewelry collection, there should also be specifics about each piece: the number and type of stones, the carat weights, etc. Finally, give the retail prices. Let’s face it, if I am writing a story for consumers, they want to know what something will cost them.”
Trade Press
To gauge what trade publications need, we spoke with none other than National Jeweler Editor-in-Chief Michelle Graff to see what is most helpful in a press kit for trade journalists.
1. All Digital
“I would definitely tell designers to go all digital with their press kits; just put everything online and email a link that editors can easily access,” Graff says. “Very few people are interested in hauling around tons of paper or USB sticks anymore.”
2. List of Press Kit Contents
Graff was kind enough to also list the content she likes to see in a press kit. Her should-have items are:
- A one-page bio on the designer or the brand: who they are, where they are from, how they got started in design, what inspires them, and what they think sets their jewelry apart;
- Clearly labeled, high-resolution images showing the jewelry on a white background, as well as select pieces on models for scale and use on social media;
- Accompanying captions with full descriptions (metals, including karatage; gemstones, including carat weights; and retail pricing); and
- Details on how to contact the designer, as well as links to their various social media accounts.
Tips from Jewelry Publicists
As seasoned jewelry veterans, the authors of this columns decided to throw in some additional tips of their own.
Select a cloud-based storage for your digital press kit. As mentioned above, a link to a DropBox folder works well. You can also consider Google Drive and FTP sites.
Do not “Share the folder” on DropBox or GoogleDrive with press. Rather, select the option to create a link, allowing anyone with that link to view and download the information and images. Just send the press the link in a thoughtful, brief email.
Do not “Share the folder” on DropBox or GoogleDrive with press. Rather, select the option to create a link, allowing anyone with that link to view and download the information and images. Just send the press the link in a thoughtful, brief email.
The digital press kit should be organized in such a way that press can view everything but only download the few items that they select or need.
Organize your digital press kit with clearly labeled folders and include your brand name in the title of every folder (for example, Brand X Designer Bio, Brand X High-Res Images, Brand X Lifestyle Model Images, etc.).
Ensure that every product shot begins with your brand name. This way, if journalists or editors download many images from various press kits, they will not be confused about which images are yours (for example, Brand X Earring 201, Brand X Collection 1 Necklace, etc.).
If you are including a press release, be sure to put the release on your digital letterhead and type it up in standard AP format. Always include a date.
As mentioned above, keep it brief and avoid adjectives that are opinions. Stick to the facts as you explain the who, what, when, where, why, and how.
As mentioned above, keep it brief and avoid adjectives that are opinions. Stick to the facts as you explain the who, what, when, where, why, and how.
Editors' Picks
Sponsored by
For every folder in your press kit that has product images, include a document with pertinent details (descriptions, prices, etc.).
Mini-catalogs as PDF files work well or a Microsoft Word document where details can easily be copied and pasted. Be sure that your details document has thumbnail photos of each piece above its description and price. Some journalists have price-sensitive or stone-specific stories (like birthstones), so if you do not include the details, your images may not be considered.
Mini-catalogs as PDF files work well or a Microsoft Word document where details can easily be copied and pasted. Be sure that your details document has thumbnail photos of each piece above its description and price. Some journalists have price-sensitive or stone-specific stories (like birthstones), so if you do not include the details, your images may not be considered.
During the shows, be sure to get a business card from every journalist or editor who visits your booth. After the show, you can send a friendly follow-up email with a link to your digital press kit. Save the link in the notes on your smartphone so that you have access to it at all times during the many networking events.
Most trade shows have a press office or publicist that manages media relations. If your company is exhibiting, ask your sales rep if they can connect you with the show’s PR team to see if there are any press opportunities, then drop off a few USB sticks with your press kit or better yet, a press kit flyer with a QR code to download it.
Following these helpful tips makes it easier for the press to use your images. And if you make it easy, you are much more likely to garner some media attention!
More on Columnists
The Latest
Supplier BulletinMay 08, 2024
Fusing Past and Present at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
EditorsMay 07, 2024
Q&A: Author Vikki Tobak on the ‘Ice-Cold’ ExhibitionTobak, author of “Ice Cold: A Hip-Hop Jewelry History,” shares how the exhibition came to be, and the pieces people may be surprised to see.
EditorsMay 07, 2024
10 On-Theme Looks from the 2024 Met GalaStars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
IndependentsMay 07, 2024
112-Year-Old New Orleans Business Popping Up in Aspen M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
Weekly QuizMay 02, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
MajorsMay 07, 2024
Richemont Acquires Italian Jeweler VhernierThe branded jewelry market is thriving, said Richemont Chairman Johann Rupert.
CollectionsMay 07, 2024
These ‘Luminaries’ Are Set to Light Up CoutureThe six designers, all participants in the show’s Diversity Action Council mentorship program, will exhibit in Salon 634.
Brought to you by
Rio’s Reimagined Podcast: For the Love of JewelersMeet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
AuctionsMay 07, 2024
Sotheby’s to Auction Sylvester Stallone’s WatchesThe highlight of his collection is the coveted Patek Philippe Grandmaster Chime, which could sell for up to $5 million.
CollectionsMay 07, 2024
Phillip Gavriel Pays Tribute to Venice With New CollectionThe “Venetian Link” series modernizes the classic Veneziana box chain in its bracelets and necklaces.
Events & AwardsMay 07, 2024
JA Now Accepting Applications for New Bench Jeweler ScholarshipThe Seymour & Evelyn Holtzman Bench Scholarship will provide tuition assistance to two low-income students.
Policies & IssuesMay 06, 2024
Rolex Files Objection to Hallmark’s New Trademark ApplicationThe Swiss watchmaker said the company’s plans to use a new version of the Hallmark crown on jewelry would confuse consumers.
EditorsMay 06, 2024
Q&A: 8 Questions With Anglo American’s Benny Oeyen The executive talked about the importance of self-purchasers and how fuel cell electric vehicles are going to fuel demand for platinum.
MajorsMay 06, 2024
Malabar Gold & Diamonds Opens 4th U.S. ShowroomThe Indian jeweler’s new store in Naperville, Illinois marks its 350th location, part of its ongoing global expansion plans.
Events & AwardsMay 06, 2024
Ben Bridge Jeweler Accepting Applications for Lonia Tate ScholarshipIt will award a graduating high school student with about $10,000 toward a GIA diploma and an internship with the Seattle-based jeweler.
CrimeMay 03, 2024
Second Suspect Arrested in Murder of Colorado JewelerWheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
CollectionsMay 03, 2024
A Sneak Peek Into PGI’s Couture Platinum Spotlight ProgramPGI partnered with four new and seven returning designers for its annual platinum capsule collection.
MajorsMay 03, 2024
Kristie Nicolosi Joins WJA Board AgainNicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
CollectionsMay 03, 2024
Piece of the Week: A “Bit of LUV” for the DerbyKarina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
CrimeMay 02, 2024
4 Indicted in Burglary Ring Targeting Indian, South Asian FamiliesThe men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
CollectionsMay 02, 2024
Foundrae Launches ‘Horizon’ Collection“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.
FinancialsMay 02, 2024
Pandora Raises Guidance After Strong Q1The jeweler credits its recent “Be Love” campaign and ongoing brand revamp for its 17 percent jump in sales.
IndependentsMay 02, 2024
Oklahoma Jeweler Glenn Lewis Dies at 68The co-founder of Lewis Jewelers was also the longtime mayor of the city of Moore.
AuctionsMay 02, 2024
Vintage Baume & Mercier With Ties to Elvis Sells for $7K Elvis Presley gifted this circa 1967 gold and diamond watch to Dodie Marshall, his co-star in “Easy Come, Easy Go.”
SurveysMay 01, 2024
Consumer Confidence Falls in AprilConcerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
TrendsMay 01, 2024
Amanda’s Style File: All Eyes on EmeraldsMay’s birthstone is beloved for its rich green hue and its versatility.
