Three Reasons PR Adds Value to Marketing

Anytime you're quoted or your store is featured in an article in print, online, or on air, it enhances the credibility of your business. The key to successful PR is patience and understanding that every time your name or store name appears in the press, your reputation as a jeweler grows. Public contact is a form of public relations. Whether you're standing on the sidelines of your child's soccer game or attending a meeting of local retail merchants, your demeanor shapes the public's perception of your business. Just as important is the way potential customers are greeted as they enter your store, no matter their age or attire. One of the wealthiest individuals I know, a scion of a multinational energy firm, wears a long beard and prefers flannel shirts, jeans, and work boots to suits. A few years ago, he and his fiancée visited one of my client's locations to purchase se

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