Hi Anya! This is no expert opinion - just our experience thus far…
The press typically seeks newsworthy materials - new styles, new
products, new catalogs, brochures, announcements, photographs etc.
Anyway - there is a way to lay out a press release. I am typing a
format here which was suggested by the folks at the JA NY Show. The
actual release needs to be spaced at least 1.5 lines when you type so
editors have room to edit your release. Bear in mind this generic
one is about exhibiting at a tradeshow, but you could write about any
newsworthy topic. Just follow the basic layout and customize for
I would also recommend that you search for press releases on the
other ideas and samples.
Also, my sister-in-law, Melinda Silber, is an incredible
photographer and graphic designer. (She designed our website and
photographed all the items there). She regularly sends beautiful
photographs of jewelry to the trade journals that are appropriate for
their editorial calendars. Contact the magazines and ask for a copy
of their editorial schedule to be sent to you. There is never a
guarantee of being included - but a relevant and beautiful photo
often does make it.
City, State, Zip Country
(If press release is to be distributed at show write your booth
FOR IMMEDIATE RELEASE
(NAME of COMPANY) TO FEATURE A NEW LINE AT THE JA NEW YORK SHOW
(New York, January 26, 2003) - A (new/redesigned) line of (specify
products) will be shown for the first time by (company name) at
the Winter 2003 JA New York Show. The Show takes place January
26-28,2003 at the Jacob Javits Center in New York City.
The Exhibit will also include (describe product or lines). The
(company name) will be exhibiting in booth ( #) at the Javits Center.
The (company name) has been designing since (year) and is best known
for (write something unique about your company).
For www.mywebsite.com (website if you have one) or
Contact: email@example.com (your e-mail) Phone: 1-000-0000000 (Your
# # (end with 3 centered pound signs)
Best of luck to you! And have fun writing!