Has your company gained favorable publicity through promotional efforts other than paid advertising? Earned media reflects publicity gained through editorial influence. This is different from social media, which relies on word of mouth publicity. Earned media is non-paid promotion, and it has proven to be very effective because the content can be positioned in ways that paid advertising cannot.

Retail jewelry stores can cultivate earned media through any mass media such as television, radio, newspapers, and the Internet. Consider formats such as news articles that educate consumers about jewelry, promoting the services provided during a trunk show, or other newsworthy information. Earned media is about leveraging relations with editors from paid media sources and providing them with newsworthy press releases.

Money can always be invested in media; however developing good relationships with various editors can be even more valuable because they can generate earned media. The positioning of earned media is often superior and is often perceived as being more objective that paid advertising.

Here are 12 ways to earn media mentions using the tried and true press release:

1. Announce a new jewelry collection
2. Write an article introducing the store’s private label brand
3. Promote a trunk show
4. Promote an open house event
5. Sponsor an event (especially one that’s related to cause marketing)
6. Present a speech educating jewelry consumers
7. Make an analysis or prediction regarding the jewelry industry
8. Announce an appointment of a new employee or promotion of a current employee
9. Create an award and present it
10. Organize a tour of the business
11. Offer creative ways for men to propose to their fiances.
12. Develop good working relationships with editors of every advertising media that the company pays to advertise with and send them press releases

Always attach photographs when sending press releases to editors. Studies have shown that press releases that include photographs are 50 percent more inclined to be run by editors. 

Dr. Tim Malone served on the faculty of GIA for several years. Well known for his presentations at industry conferences and events, he now consults jewelry companies on how to offer sustainable competitive advantages, more effective differentiation, and sales, marketing, and merchandising management performance improvement. He can be reached at 760-305-7977 or at netvalue@cox.net.

JCK