Trends

The PR Adviser: Dear Lilian …

TrendsMar 29, 2016

The PR Adviser: Dear Lilian …

In a continuation of last month’s column, Lilian Raji gives a jewelry designer with new collections two hard-and-fast rules for connecting with editors.

Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers.
In this month’s PR Adviser, Lilian Raji continues giving advice to a jewelry designer looking for editorial coverage on two new collections. Read Lilian’s initial response in the February edition of The PR Adviser.

Have a question for Lilian? Email her at nationaljeweler@lmrpr.com.

                                                                ---------

Hi Lilian,
I just read your article about finding a jewelry product photographer and I think it is one of the best and most entertaining articles! Thank you for your guidance. I have a question about PR and properly approaching magazine editors in general. Although I have been in the industry a long time, I am launching two collections--one is 18-karat gold/diamond and one is cause jewelry for bullying awareness. I have two separate websites but need exposure. I have no budget to hire a PR team. How would one “emerging” designer get help and, with a zero budget, be in touch with editors? Thank you for any resources or recommendations!
 
Best Regards,
Alison Nagasue


Dear Alison,
When we left off, you were getting some fabulous photography and figuring out what spectacular, intriguing, death-defying, miraculous story you have to tell press to make them take notice of your jewelry collection. How’s that coming, love?

Have you considered what inspires your jewelry-making? Have you examined your frame of mind when you sat down to make a particular piece?

Were you angry at your significant other and channeled that anger into a pair of spectrolite drop dagger earrings? Were you just falling in love with your future matrimonial mate and allowed Cupid to guide your hands into making a necklace with alternating ruby hearts and emerald-tipped arrows?

Did you finally stand up in your work cubicle, scream at the top of your lungs “I’m mad as hell and can’t take it anymore!,” storm out of your office building and walk into your design studio to create a ball-and-chain motif charm bracelet?

What passion went behind creating your jewelry?  

The pursuit of luxury is a passionate affair, and jewelry is one of the most luxurious things we own. If you haven’t yet found your story, return to your emotional motivation to build your line and find a way to talk about it so others can feel your joy, pain, anxiety and/or triumph.

I discovered the power of storytelling to help sell luxury products when I was working in retail back in 2003.

One story from my archives is that of my absolute
favorite watch brand, Jaeger-LeCoultre. They make a watch called The Reverso, a handsome timepiece with a watch case that literally flips around on your wrist. The Reverso was the solution for polo players in the 1930s who wanted to wear a watch while playing their sport but didn’t want to risk a cracked crystal. And, voila, the Reverso was born. Just flip the case around, hiding your crystal, and carry on fearlessly whacking that ball with your mallet.

I would tell this story to customers--with the requisite drama and flair, of course--and next thing you know, they were handing me their credit card. And then the next, next thing you know, they were coming back to me with their friends in tow so I could tell their friends the story of their new, magnificent toy. By purchasing The Reverso, these customers now saw themselves as part of this story, as part of the legend, and that made them very, very happy.

Communicating with editors isn’t that different from communicating with a prospective customer. You need to give editors a reason to “buy” your jewelry. Their currency is free editorial coverage for you.

Have I impressed enough the importance of a good story? Good! Let’s move on.

How should you connect with editors?

The first thing you must do is to figure out who will care about your collection--just because they work at a magazine doesn’t mean they have the remotest inclination to hear about your designs.  

This is the mistake many people make when trying to connect with editors. They don’t take the time to find out the exact person who would not only be willing to listen to you, but whose job it is to do stories on new jewelry lines.  

To be quite frank, not taking this step is sheer laziness that can lead to disastrous consequences.  

There are editors who will publicly shame the person who emailed them information that should have gone to someone else. Fortunately, I haven’t heard of any jewelry editors who do this, although their frustrations get shared amongst friends. And instead of publicly humiliating you, they’ll just block your emails.  

So, rule #1: make sure you’re contacting the right person.

I know what you’re thinking: how do I know it’s the right person?

Most PR people subscribe to this ridiculously expensive service called Cision. Cision tells us the who, what, when, where and why of an editor or writer. We enter some search times and with the snap of a finger we have an idea of whom to contact. (I say “we have an idea” because Cision lists still need to be vetted for reasons beyond the scope of this article.)

Before I was able to afford this ridiculously expensive service, when I was still a young grasshopper learning the ropes of this industry, I did things the old-fashioned way: I sat in a bookstore, pulled out every magazine in which I wanted to get placement for my clients, analyzed the masthead and copied down names.

The masthead is usually in the first few pages of a magazine, and occasionally, in the last few pages. It lists everyone who works for the magazine and their titles. What you want to do, Alison, is open up your favorite magazine, find the masthead, and copy down every name that has either “accessories” or “jewelry” in their title.   

Now, since it’s no longer 1999 and everyone has access to the Internet, you can stop packing that backpack and preparing food for a three-day expedition to find the Last American Bookstore. You can find most mastheads online. And if you’re so inclined, I highly recommend subscribing to the relatively inexpensive MediaBistro, which has a whole section devoted to mastheads and is updated on a regular basis.

Rule #2: Know your prey.

I first heard this phrase back in the early aughts when I attended a seminar on pitching to the press. The editor who uttered these words could not emphasize enough the importance of knowing whom you’re pitching, inside and out.

Just because an editor covers jewelry doesn’t mean they’ll be interested in your jewelry. There’s any number of reasons why an editor or a particular publication wants nothing to do with your new interpretation of the ear to nose ring that Janet Jackson wore in her “Runaway” video. The most common reason, however, is that your jewelry is too expensive or not expensive enough for that particular publication.

The jewelry editor at W Magazine was always ready to hear stories of any of the French high jewelry brands I represented, especially since not one of them had pieces less than $10,000. The editors at Cosmopolitan? Not so much.  

Cosmo readers aren’t thinking of how to spend $35,000 on a peridot, yellow sapphire and diamond frog ring; they want to know what belly necklace they should be wearing when they perform the Dance of the Seven Shimmying Doves for their lovers.

You can save yourself a lot of time and rejection by following your desired jewelry writers online: Instagram, Twitter, Pinterest and, if they welcome you, Facebook. Also, make sure you actually read what they’ve written about in the past and what they’re writing about now.  

You can get a good sense of what an editor or writer likes by seeing what they’re often posting about. The editors whose tastes and interest are aligned with yours are the ones with whom you’ll have the most luck.

So now, Alison, you know whom to contact and you’ve cyber-stalked them so you know what they like, down to whether they consider themselves a Samantha, Miranda, Charlotte or Carrie. It’s time to introduce yourself.

Some editors have no problem being pitched on Twitter or Facebook but many do. You’ll be able to gauge which category your prey falls under by examining their social media feeds. If you don’t see them responding to pitches on social media, it’s safe to bet they probably won’t appreciate your contacting them there.

Personal Facebook accounts are often relegated to talking about everything but business affairs. For some, being pitched on a personal account is equivalent to stopping them while they’re grocery shopping to tell them about your collection.

You should, however, try to make sincere comments on some of their social media posts and retweet often any inspiration you find from them. You’d be amazed how doing this enough times will encourage the editor to come to you. How else are they going to know who this smart, intelligent person is who rightly shares their views?

In addition to social media, you should also contact them directly via email. Save phone calls for when expressly asked to do so.  

In this email, you’re going to tell the editor who you are and why she should want to know about you. You need to do this with no more than six sentences, less if you’re able. Insert one or two images from your collection into the body of the email.  

Do not, I repeat, do not send an attachment when you’re first introducing yourself. Until an editor knows who you are, your email with the attachment is potentially a virus-infested booby trap. She’ll let you know if and when she wants you to send an attached image.

In the meantime, wait for her to get back to you.  

I guarantee you she has 9,768 emails in her inbox right now, and she was probably on email 478 when yours popped up. So give her time--five to seven business days before you follow up should do.

If you still don’t hear back after following up, and you’re absolutely certain you have the right person and your jewelry fits the profile of what she’s known to feature, then this may not be the right time to connect with her. You may be, for example, reinterpreting stud earrings when she’s really looking for new concepts in chandeliers.  

It’s not you--it’s her.  

So give her some time, and check back in with her every six to eight weeks. Make sure you’re always checking back with something new. Sending the exact same information over and over again will definitely land you on the blocked list.

Alison, love, we’ve covered a lot today, and oh my, there’s so much more. But this will give you a good start. Good luck with your new collection, and I’m always here to answer any additional questions.

I’m off to go enjoy this delightful weather and another cup of Iron Goddess of Mercy oolong tea. Until next time …

Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

AuctionsNov 23, 2022
This Sapphire Tiara Once Owned by a Danish Princess Is Going to Auction

The Dec. 1 jewelry sale at Bonhams-owned Bruun Rasmussen will have several other pieces of royal jewelry on the block.

FinancialsNov 23, 2022
Movado Lowers Guidance Amid ‘Uncertain’ Retail Environment

Its Q3 sales dipped as inflation took its toll on shoppers in the U.S. and Europe.

MajorsNov 23, 2022
De Beers Jewellers Is Popping Up in Connecticut

The temporary store is the result of a collaboration with Betteridge.

Brought to you by
Knowledge and Skills for Today’s Hot Topics

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

CollectionsNov 23, 2022
Piece of the Week: Rembrandt’s Turkey Charm

Charm fans will gobble up this festive “Piece of the Week” pick.

Weekly QuizNov 18, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
AuctionsNov 22, 2022
Jewelry Recovered from Sunken ‘Ship of Gold’ Heads to Auction

The S.S. Central America sank in 1857 off the coast of South Carolina, carrying tons of gold from the California Gold Rush.

IndependentsNov 22, 2022
See the Greek Jewels Going to Auction for Charity

Several Greek jewelry designers have donated pieces to the annual Hellenic Initiative silent auction.

Brought to you by
Diamond Shoppers’ 2022 Holiday Wish List

Give your customers the best diamond buying experience this holiday season.

Events & AwardsNov 22, 2022
Hodinkee to Receive Gem Award for Watch Excellence

Plus, see this year’s list of nominees for the Jewelry Design, Media Excellence, and Retail Excellence awards.

SourcingNov 22, 2022
Head of Australian Miner Burgundy Diamond Resigns

The company announced the resignation of Peter Ravenscroft late last week, effective immediately.

SourcingNov 21, 2022
Provenance Proof Launches Online Marketplace for Traceable Gems

Debuting today, it is open to Provenance Proof blockchain users.

TechnologyNov 21, 2022
Version 2.0 of the NDC’s ‘Assure’ Directory Is Now Live

Assure is the program the Natural Diamond Council launched in 2019 to test lab-grown diamond screening devices.

MajorsNov 21, 2022
JK Findings Acquires Intercept Silver & Jewelry Care

Intercept Silver & Jewelry Care distributes anti-corrosion and anti-tarnish products.

MajorsNov 21, 2022
David Yurman Just Opened a Palm Beach Outpost

It’s located on famed shopping street Worth Avenue.

EditorsNov 18, 2022
9 of My Favorite Pieces from the AGTA Spectrum Awards Editors’ Day

Senior Editor Brecken Branstrator’s highlights include a chrome tourmaline ring, a giant opal necklace, and an American mined stone.

CrimeNov 18, 2022
Jewelry Store Security Guard Killed in Armed Robbery

Police in Calumet City, Illinois are looking for several suspects involved in the robbery of a jewelry store in the River Oaks Mall.

MajorsNov 18, 2022
AGS Adds Sumit Dangi to Board of Directors

Dangi is global chief financial officer and treasurer at Jewelers Mutual Group.

CollectionsNov 18, 2022
Piece of the Week: Tabayer’s ‘Oera’ Pendant

The brand’s signature shape is rendered in an autumn-appropriate color palette.

GradingNov 17, 2022
GIA Labs Report Receiving 2 Moissanites Submitted as Diamonds

The discoveries were outlined in the Lab Notes section of the fall 2022 issue of Gems & Gemology.

MajorsNov 17, 2022
Boucheron’s Magical Holiday Campaign Has Landed

“Boucheron Wonderland” showcases best-selling styles, high jewelry, and some familiar faces.

MajorsNov 17, 2022
At eBay’s New Pop-Up, Pre-Owned Luxury Goods Are Currency

The temporary space in New York’s Diamond District lets shoppers trade in one authenticated luxury item for another.

SourcingNov 17, 2022
De Beers’ Oct/Nov Rough Sales Total $450M

As in September, the company’s sales were up slightly year-over-year but down month-to-month.

GradingNov 17, 2022
Professor of Artificial Intelligence Among Additions to GIA Board of Governors

Lake Dai, who teaches at Carnegie Mellon University, joins the board alongside Rosy Blue Managing Director Russell Mehta.

AuctionsNov 16, 2022
One More Big Pink Diamond Heads to Auction, With $35M Price Tag

It follows a few other notable fancy color diamonds at auction this fall, with mixed results.

CollectionsNov 16, 2022
There’s a New Jewelry Destination in Greenwich, Conn.

Serpentine Jewels has branched out from its private jeweler beginnings to a ready-to-wear collection and a Connecticut townhouse.

WatchesNov 16, 2022
Rolex Names New Group President

A filing made in Switzerland shows Nicolas Brünschwig now holds the top position at one of the most popular brands in the world.

Events & AwardsNov 16, 2022
These Pearl Jewels Won the 2022 CPAA Design Competition

The Cultured Pearl Association of America held its 13th annual International Pearl Design Competition this fall.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy