Jewelry Information Center has published a guide to develop or improve public relations practices for jewelry retailers and manufacturers.

Titled, Jewelry Information Center’s Public Relations Handbook, it provides tips, suggestions and guidelines for jewelers looking to develop and incorporate public relations into their overall business plans.

Subjects covered in the handbook include working with the media, generating in-store excitement, industry issues, creating a media kit, using a public relations agency, and utilizing the Internet to promote your business.

The handbook has been revised and redesigned from an earlier version and now covers many more topics containing new and updated information. In addition to providing more in-depth coverage of public relations, the book is laid out in easy-to-read short paragraph and bullet form, and is smaller in size for convenient use.

“Public relations is a key element in any successful business,” said JIC Chairman John Green of Lux, Bond and Green (West Hartford, Conn.). “It is often less expensive than traditional advertising and is a great way to generate public awareness, establish a positive reputation, and differentiate your business from the competition.”

The cost of the handbook is $25 for JIC members and $50 for non-members plus shipping. It can be ordered by contacting JIC at 1-800-459-0130 or via e-mail at info@jic.org.

JCK