[Jewelry making - Article 00536] - Re: [Orchid] Going retail

[Gerry Davies]

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    A couple of thoughts regarding media coverage and the resulting free
    publicity (which I offer based on 25 years' experience in
    newspapers, including several as a business editor): 

    1. News coverage as a quid pro quo for advertising is a grossly
    unethical journalism practice-which isn't to say it doesn't happen.
    Even during the good financial years in newspapering, certain sleazy
    publications were known to require such arrangements. In today's
    challenging economic conditions, I suspect more are doing it. It
    still stinks. 

    2. The above does not necessarily knock you out of the paper (or off
    TV, the local magazine, etc.) if you're not a big advertiser.
    Interesting local stories are always in demand, especially if, like
    jewelry, they lend themselves to eye-catching art. 

    3. Your job is to explain to the appropriate reporter or editor why
    you represent an interesting local story. The fact that you're new in
    town, or just that you exist, probably isn't enough. Give it some
    thought. How are you different? What information can you offer that
    might intrigue readers? Instead of looking for a business profile,
    could you pitch yourself (and your business) as a source of
    information on some fascinating aspect of the jewelry industry? It's
    pretty mysterious to most of us laymen. Heading into the holidays or
    wedding season, could you offer to brief the community on diamonds or
    metals or local fashion trends? How about a tutorial on how you make
    jewelry? Maybe profile the process of crafting one particularly
    interesting piece? (You'd let a reporter and photographer watch you
    work at times.) 

    4. Don't limit your pitch to business editors. Feature and even news
    editors might leap at the right proposition. 

    5. Reporters and editors are as time-pressed as everybody. The more
    help you can offer them, the better. 

    6. Even in this age of diverse news sources, an article featuring
    your business can be invaluable. I say that as someone whose columns
    and articles demonstrably helped a variety of causes and interests
    (judging by fund-raising or raised public profiles), from the local
    dog pound to a school acting company to a mini-golf business to a
    struggling low-carb store to a neighborhood jeweler. 

    There's much else to say, but I don't have time to say it today. If
    my bosses approve, I may turn this into an MJSA Journal article.
    Please let me know, Orchidians, if you think that would be useful. 

Gerry Davies
Managing Editor
MJSA Journal
www.mjsa.org


 
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