Technology

The PR Adviser: Turning Staff Into Influencers

TechnologyJun 11, 2019

The PR Adviser: Turning Staff Into Influencers

To start, it requires having someone on staff who has that certain je ne sais quoi, Lilian Raji writes.

2019_Lilian_Raji_NEW.jpg
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

Hello again, dear readers! So sorry to have missed you in Vegas, but my Instagram didn’t.

Thanks to all-stars like Tanya Dukes, Cheryl Kremkow, Robyn Hawk, Patricia Faber and, of course, the grand dames of National Jeweler, I’m in the know about what to know from the shows.

Very big congratulations to my dear friend, Natalie Rodrigues, and the whole Omi Privé team on their design award win! And congratulations to all of you for surviving another jewelry week.

Now, it’s back to business as usual. Ever since my webinar, “Harnessing the Power of Social Media Influencers,” I have been bombarded with questions, so our ongoing business is all about influencers.

Let’s get to it!

Q. Dear Lilian,

Rather than paying influencers to help promote our business, how can I turn my staff into influencers?

Signed,
Keeping the Bacon at Home

A. Your question is rather timely, as I’ve lately been focusing on growing my own social media presence.

Having been the proverbial cobbler whose children are running around barefoot—I’ve been too busy helping clients with their social media to pay attention to my own—I’m learning firsthand the challenges of reaching 10,000 followers.

There’s a certain dedication to this task that I personally am unwilling to commit. Becoming an influencer requires a comfort with sharing TMI.

And while many of you have seen me sauntering around in my 5-inch ruby stilettos and colorful dresses, I’ve actually always preferred backstage to the limelight. And, dare I confess it? I’m an introvert.

I know! You don’t believe it! But it’s true. I’m more comfortable promoting other people than myself.

But as an introvert who spends my alone time analyzing human behavior, I understand the psychology behind what makes the most powerful influencers.

RELATED CONTENT: The PR Adviser: How Can I Find Local Influencers?
When you go beyond follower counts and examine influencers who get people to act on their recommendations, you’ll find people who’ve established authentic voices with their followers.

This is what your staff must do.

Let’s be clear: We’re not talking about Cartier, whose 8.7 million followers are there simply because they love the brand. We’re talking about Camilla Coehlo, who charges $10,750 per Instagram post because her 7.9 million followers do what she says.

I can’t possibly cover everything you need to know in today’s column, but I promise the next two columns will continue going deeper.

Now, Keeping the Bacon at
Home, as ingenious as your idea is, alas, it’s not original. I had a client with this same brilliant idea three years ago.

The future of his retail business, the client told me, was as an omnichannel digital pioneer steered by a team of in-house influencers. His plan was perfect, which is why its monumental failure serves as our first lesson.

The client had resources you couldn’t imagine—expensive equipment, deep pockets to create professional-quality content, a well-trained and highly knowledgeable staff.

What he didn’t have, however, was a staff able to inspire followers. They weren’t garish by any means. They just lacked that thing that makes, for example, Beyoncé’s followers (or the “Beyhive,” as they’re known) swarm to support and defend her as they do.

In the end, the client used his deep pockets to hire established influencers to work exclusively for him instead.
RELATED CONTENT: The PR Adviser: Finding Local Influencers, Part II
So, as you’re trying to decide who should be your official influencer, tell me—who on your team has that je ne sais quoi? Who is so charming, customers thank them for the privilege of spending their own money?

This is your star! Let’s call her (or him) Anastasia. I’ve always loved that name.

Anastasia’s got a winning personality and a strategic mind. She understands when it comes to jewelry, it’s all about emotions. And when it comes to social media, it’s all about storytelling.

Every day, she tells stories about your inventory, your store and herself.

On one day, she posts a video of these Antonini Milano 15.9-carat emerald earrings dancing from her earlobes. She writes, “While diamonds may be a girl’s best friend, only emeralds can make your friends green with envy.”

On another day, her décolletage, graced by an Oscar Heyman multi-colored gemstone necklace, becomes the story. She writes, “Why choose one stone when you can have them all? What’s your favorite stone?”

When Anastasia isn’t highlighting a brand, she’s giving background tours of your store.

A shipment arrives from Italy containing your latest Garavelli order. As someone unwraps the “A Little Chaos” 18-karat hand-brushed rose gold cuff, Anastasia videotapes the unfolding, then writes in the accompanying post, “A little Italian chaos arrives in our office!”

She follows this with a picture of the cuff resting on a pad, posting, “I can’t wait to get this on my wrist!” Several days later, she’s wearing the cuff. “Remember this?” she’ll write. “What’s life without a little chaos?”

When she’s not telling stories about your store, Anastasia is sharing stories about her life outside the store. These stories, however, always strategically tie back to you.

During gala season, she’ll pepper Instagram with pictures of her gowns and the jewels she pairs with them. She’ll visually share her thought process in choosing satin Manolo Blahniks to accompany these Atelier Munsteiner Context Cut earrings.

Her content is a subtle dance between promoting your store’s inventory and inviting followers to know her personally. In this, she creates authenticity and becomes more than a saleswoman in her followers’ eyes.

Authenticity is the gateway to influence.

Now, my friends, I leave you here today with some homework. First, grab a free copy of my Influencer Marketing Toolkit. Then use the workbook, “The Creative Brief,” to help brainstorm other content Anastasia can create.

We’ll meet again next month to discuss phase two of building an in-house influencer. If you need more personal attention before then, my calendar is always open to you.

Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. Learn more at LilianRaji.com. Submit questions for Lilian to answer here and connect with her on Facebook, Twitter, Instagram and Pinterest.
Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

Stock image of people shopping in a mall
SurveysApr 03, 2025
2025 Retail Sales to Grow More Slowly Amid ‘Uncertainty,’ Says NRF

The National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.

Tallulah Willis’ Engagement Ring
TrendsApr 03, 2025
Tallulah Willis Imbues Antique Engagement Ring With Magic

The 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.

158.2-carat yellow diamond from Diavik
SourcingApr 03, 2025
Canadian Mine Produces 158-Carat Yellow Diamond

Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Buccellati Naturalia exhibition
CollectionsApr 03, 2025
Buccellati to Open Immersive Exhibition in Milan

The multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.

Weekly QuizApr 03, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jewelers of America logo
Policies & IssuesApr 03, 2025
Jewelers of America to Hold Webinar on Tariffs

The virtual event will take place April 7 at 3 p.m.

Bea Bongiasca Animali Tarallo Collection Royal Blue Tang Fish “Dory”
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a Zoo

The pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Neiman Marcus Downtown Dallas store
MajorsApr 02, 2025
Neiman Marcus’ Dallas Flagship Will Remain Open, For Now

Parent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.

Natural color diamonds on display at Smithsonian National Museum of History
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C.

Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.

Punchmark
Events & AwardsApr 02, 2025
Punchmark to Host Client Workshop

The educational event will take place in Charlotte, North Carolina, this May.

Bergman Jewelers family
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 Years

The independent jeweler first opened its doors in 1888.

QVC Group Inc. logo
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

Coconut Grove Jewelry & Watch Show
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in Florida

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

The Jewelry Symposium (TJS)
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor Shortage

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.

Peanuts x Monica Rich Kosann Collection Bracelets
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry Collection

The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Graphic for What Do We Mean When We Say “Recycled” Gold webinar
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Mindi Mond Clarity Earrings
TrendsMar 31, 2025
Amanda’s Style File: Dripping in Diamonds

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

Lashbrook ring
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With Acquisition

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy