Rome, GA—Never underestimate what the power of a simple press release can do. Image: Cherokee Tribune & Ledger-News
The team at Ford, Gittings and Kane Jewelers, an AGS store in Rome, GA can attest to that. The Cherokee Tribune & Ledger-News, the jeweler’s local newspaper, ran an article about associate Krista Lovering (image) earning the Registered Jeweler accreditation from the American Gem Society. From the paper:
“Ford, Gittings and Kane Jewelers is proud to announce Rome’s newest registered jeweler, member of the American Gem Society, Krista Lovering.
She joined Ford, Gittings and Kane in January of 2014 and shortly after joining the team she began studying gemology. She has completed several Gemological Institute of America courses, including diamonds, diamond grading and the diamond lab course which earned her the graduate diamond diploma from GIA. To become a registered jeweler through the American Gem Society, she must adhere to the strict AGS standards for ethics, continuing education and consumer protection. She plans to enroll in the Gemological Institute of America colored gemstone courses to complete her journey to become a certified gemologist, member of the American Gem Society.”
To get press coverage from local news outlets, first make sure that the subject is newsworthy, not commercial. Announcing a sale, unless it’s a longtime store in the town closing for good, is not news—it’s an ad. Items that could be considered newsworthy include such examples as new appointments or promotions (such as Lovering’s achievement), a major charity event, a significant store remodeling or move (especially if it’s in a historic building) or even a jeweler’s trip to a diamond or gem mine or trading center.
Draft a straightforward press release detailing who, what, where, when, and why it’s newsworthy. Include an image or two, with clear captions showing who or what is in the image, and send it to the newspaper’s business, retail, or community editor. Make sure to include your contact information, and if it's intended for print, make sure the images you send are high-resolution (300 dpi or better).