Home Company Profile Services Clients Bylines
Company Profile
Contact Us
“To me style is just the outside of content, and content the inside of style, like the outside and the inside of the human body. Both go together; they can’t be separated.” — Jean-Luc Godard


A press release is a basic, yet powerful tool in catching the media’s attention. No business is too small to reap its benefits. Media publicity can sell your products and services without the expense of advertising. It gets your message across in a seemingly objective manner, can crown you as an expert, greatly boost the perceived value of whatever you offer, and keep your name in the public eye.

A press release usually ranges from one to two pages and can be part of a media kit that also includes images, company literature, and other articles about your business. Remember, your press material is vying for the attention of editors faced with hundreds of others. Anything you can do to make it stand out will help, including colorful paper and graphics, high-resolution images, and creative packaging (but not too far out). Most important is your press release:

    1.  Establish News Angle, something new or distinctive about your company, an upcoming event, market research findings, contest or award announcements, trend tracking, a connection between your company and current events, or a tie-in to a holiday.
    2. Create Headline identifying the angle to the media audience: New Approach School for Jewelers Launches Bench Jeweler Program Geared to Turn Profits.
    3. Support Headline in lead paragraph, by answering who, what, where, when, why/how: The New Approach School for Jewelers (NASJ) in Virginia Beach, Virginia is filling a void in the market for new bench talent by launching a course this September that speaks to what store owners and bench jewelers need to work together and make money!
    4. Obtain/Create Lively Quote that expands on the basic facts to include in the second paragraph.  “Our goal is to take inexperienced talent and give them confidence to accept the challenge commercial bench work presents and the essential skills to do it right from the moment they walk into the shop,” says Blaine Lewis, NASJ president.
    5. Offer Details & Background to support your lead paragraphs. In the case of NASJ, skills learned and how they are taught are discussed, as are course frequency, instructors, and company history, ending with contact details.
    6. Create Targeted Press List identifying the media you want to contact, whether trade or consumer press. Surf the web to obtain current contact information and appropriate editor to direct your news release. Call media outlets to confirm contact and how he/she prefers to receive news. Many editors like e-mail best.
    7. Send Out & Follow-up to ensure it reached its destination and as an opportunity to schmooze its placement. Effective publicity involves a match between a company’s goals and the needs of the media. To determine the best match, decide what you want to achieve from publicity in order to realize the best results.

Many factors influence which styles and colors will be in vogue, from social, political and economic trends to what our favorite celebrities are wearing. But identifying  trends and their timing on the market is a combination of ongoing research and gut instinct.

When examining key influencers, trends trackers look at the big picture, exploring patterns and evolutions of events in many industries including art, architecture, and design. Trackers analyze what has happened and is happening to develop stylistic interpretations of what will happen. The process is more intuitive than scientific, involving a scan of the environment, and the identification of touch points to follow that feed into an understanding of what’s evolving in a targeted market.

Let’s say you’re trending against fashion, the touch points would be super high-end runway shows, haute couture, and fashion trade magazines like Women’s Wear Daily (WWD). Monitor shifts and determine triggers by piecing together happenings. Trends are evolutionary and multiple influences are at play. Whether economic times are tough or the stock market is bullish, all things put in motion a future reality for people and impact their behavior and attitude. When there’s uncertainty, people withdraw. They invest in colors that are solid and styles that pass the test of time. If everything’s rosy, people open up. A pink sports car, no problem! The way they look at color and style and how willing they are to commit to it changes.

Trendsetters, who lead the way in perpetuating trends, are people who identify trends early and add their voice. Undoubtedly, celebrities have taken a leadership role in promoting trends. “As celebrities play paper doll muses for designers, it allows us, the wonderful people in the dark, to evaluate and determine what new colors or silhouettes might be something to experiment with,” explains Michael Fink, senior fashion director Saks Fifth Avenue.

For many industries, fashion is identified as a leading influencer on trends because it turns so quickly. People who design sofas and cars aren’t turning out new things every six months. In fashion, you can make a one off, float the idea, and see what sticks. It’s dynamic, unrestrictive and very creative. Trendsetting agencies determine fashion trends as much as two years in advance. The various layers of the fashion industry know 12 months in advance what colors they will market. Collections are unveiled on the catwalks, launching the new fashion season to retail buyers and the consumer press. In the final six-month run-up to the new marketing season, the international consumer press reports on those trends. But, the timing from the chic runways to the shopping malls is shrinking.

    To become a trends tracker in your market consider this:
    1. Know your customer.
It may mean different product offerings to match different customer segments at different times.
    2. Determine what should be on your radar screen and incorporate this research into your daily routine.
Monitor your touch points.
    3. If you see something you think is important, track it;
create mile markers — like when you see it in WWD you know it has caught on.
    4. Consider coordinating colors to forecasted key colors,
as there is movement inside the palette.
    5. Don’t overstock on any one color or style,
as fashion trends move quickly.

Copyright © 2006. All rights reserved.

Home | Company Profile | Services | Clients | Bylines
Site Map