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Getting press exposure


#1

I was wondering if anyone had any guidance on how to get press
exposure and interviews from larger publications? I have been
interviewed by a few smaller, and medium sized blogs, but nothing in
a national scale, and I see jewelers get interviewed by them every
now and them. I had actually e-mailed the publications, but received
no response. But I was wondering if anyone had any guidance on this?

-Chris


#2

Chris,

Journalists are inundated with press releases and story ideas. What
they need to make a story relevant is a “hook.” The hook might:

* Capture our natural human interests
* Are unique and/or new
* Include celebrities
* Are local
* Have controversy
* Are timely and relevant to the time of season/year

Do a little research on the internet and you’ll get the idea.

Looking at your website, I see a hook in your statement “… rings
recycled from a factory that produces airplane parts…”

Good luck,
Jamie


#3
I was wondering if anyone had any guidance on how to get press
exposure and interviews from larger publications? 

It comes down to three things. Press release. Quality images and an
interesting “hook”.

The press release is a story all ready to go about you, your work,
your event or accomplishment. Write it yourself or get someone else
to do it. Try to tell a story that someone wants to hear. What you
find interesting about yourself might not mean much to a more general
audience. Some publications will just print the press release, but
the better ones re-write it or make a whole new story about it.

The “hook” is what makes it news. This is where you have to get
really creative. Think gimmicks and publicity stunts, but then back
off so that it doesn’t come off as crass self-promotion. I did a
promotion that got a lot of press in March when I hosted a Celtic
Art show, which since I make Celtic jewelry it brought a lot of
attention to my store. St.Patrick’s Day is in March so getting press
attention was pretty easy in the local market. To go for national
exposure you are up against much more competition. You might do well
to hire a press agent, but if you have a knack for it you might be
able to do it yourself.

Stephen Walker