5 issues journalism taught Talitha Cummins about constructing model consciousness

My pivot away from journalism took me again to my roots: Jewelry.

My first job was working for a jeweller on the Gold Coast whereas finding out journalism at college. Jewelry is a household affair too, as my uncle, Craig Blizzard, is a famend jeweller with over 50 years of trade expertise.

What shocked me most? How a lot I’d draw on my journalism background to construct The Minimize Jewelry, my lab-grown diamond model. Listed below are 5 PR and storytelling classes from my journalism profession that any small enterprise can use.

Your founder story is a superpower

Individuals are drawn to individuals. A compelling founder story will help your model stand out in a crowded market. When prospects perceive what impressed you, how you’re employed, your values and your imaginative and prescient, it builds belief. It additionally humanises your model, turning what would possibly in any other case be a transactional expertise into one thing significant and private. 

Educate individuals on what makes you totally different

Probably the most highly effective instruments in enterprise is readability. My model was constructed round lab-grown diamonds, an idea nonetheless unfamiliar to many after I launched. Training turned a pillar in my advertising and marketing, and I spent numerous time explaining what lab-grown diamonds are, how they’re made, and the way they examine in high quality and worth. 

For a lot of shoppers buying an engagement or marriage ceremony ring, it’s a once-in-a-lifetime expertise, so our content material additionally helps them perceive conventional vs fashionable kinds, timeless design tendencies, and the way to decide on metals or customise items. It’s all a part of the method. 

Leverage free instruments to inform your story

Social media has change into a key advertising and marketing software for The Minimize Jewelry, with Instagram being our main platform. We put up day by day movies sharing new kinds, suggestions, academic content material and myth-busting details about diamonds. 

A few of our most profitable movies have organically reached audiences and generated new prospects for us, particularly within the US. If I discover a video is gaining traction, I’d enhance it on Meta to extend its attain as effectively. It’s a good way to check what content material resonates earlier than investing in a full-blown advert.

Earned media issues

Being featured in conventional media continues to be, because it at all times was, a robust approach to enhance model consciousness. The hot button is to pitch related, search-friendly tales to the appropriate publications. Take into consideration what your superb buyer would possibly Google. For instance: “One of the best engagement ring kinds for a timeless look.”

When your story lands, it acts as third-party validation, and it lives on. If it lives on-line, it could additionally drive visitors, enhance web optimization if a hyperlink is included and construct belief lengthy after the article is revealed.

Don’t be afraid to faucet into your community

Lastly, don’t underestimate the ability of your connections. Lots of my pals are nonetheless working in TV, and I usually lend them jewelry for red-carpet occasions. The publicity usually results in Instagram tags, and media retailers function their seems. The Minimize Jewelry generally will get a shout-out too.

Whenever you’re related to journalists, influencers, or prospects who love your product, and even one other related model you possibly can collaborate with, generally all it takes is asking the appropriate questions.

So, as a ultimate observe, you don’t have to be a journalist to use these methods. Storytelling, clear training, intelligent use of free instruments and media know-how, and group assist are fundamentals any model can profit from. Particularly within the early phases of progress!