PRESS PASS: November 14, 2024
Jane Win spotlight, Relationship Building 101, and a Q&A with Retail Diary Founder Sarah Shapiro
Hi friends!
We’re back with the latest edition of Press Pass. This week, we’re talking about:
Brand Spotlight: Meet Jane Win, DeskSides brand of the week
The Art of Relationship Building—The Most Overlooked PR Strategy
DeskSide with: Sarah Shapiro, Founder of Retail Diary
Enjoy!
Allison and Blish
Brand Spotlight: Jane Win
Jane Win creates coin jewelry and charms with meaning. After working in fashion and marketing for 20 years, Jane left the corporate world to create a collection of semi-precious coins, double sided, with a design on one side and a word on the other. Each word holds meaning and develops a connection to the wearer. Collecting Jane Win can be a bit addictive, starting with the coin that speaks to you, then adding a thick gold chain and semi-precious stones for a bit of color - layers of coins and charms creating a #neckmess of personality.
The Art of Relationship Building—The Most Overlooked PR Strategy
Allison here! I was just having coffee with two journalists, and we were discussing the importance of building long-term relationships in PR. It really reminded me why we started DeskSides in the first place! In a world where everything is automated, from email pitches to press releases, the most powerful PR tool remains surprisingly old-school: genuine relationships with journalists. Here's why investing in these relationships is crucial and how to build them effectively.
Why One-Off Pitches Don't Work
The average journalist receives hundreds of pitches daily. Most get deleted without being read. Why? Because they come from strangers who haven't taken the time to understand what the journalist needs. It's like cold-calling versus getting a warm introduction – the difference in response rate is astronomical.
The Long-Term Value of Journalist Relationships
Immediate Benefits:
Higher response rates to your pitches
More accurate coverage of your stories
Inside knowledge of upcoming editorial opportunities
Feedback on what makes a story newsworthy
Long-Term Advantages:
Journalists coming to you for expert quotes and story opportunities
Built trust between you and the journalist
The relationship maintains the test of time, no matter where the journalist (or you!) work
Building Authentic Relationships: A Step-by-Step Approach
1. Start Before You Need Anything
The worst time to build relationships is when you need coverage. Instead:
Follow journalists on social media
Stay up to date with their articles
Share their work
Simply ask to meet (in-person or virtually) for a coffee chat to get to know one another and what you’re both working on
2. Become a Reliable Resource
Position yourself as helpful, even when there's nothing in it for you:
Offer expert insights for background information
Connect journalists with other valuable sources
Alert them to interesting stories (when applicable), even if they don't involve your brand
3. Understand Their World
Modern journalists face unique challenges:
Shrinking newsrooms and increased workload
Pressure to generate engagement metrics
Need for multimedia content
Tight deadlines and multiple beat coverage
Your understanding of these pressures should inform how you interact with them.
The Do's and Don'ts of Journalist Relationships
Do:
Read their recent articles before reaching out
Respect their deadlines and preferred contact methods
Provide exclusive angles when possible
Don't:
Spam them with irrelevant pitches
Take advantage of the relationship
Get pushy when they pass on a story
Forget to say thank you when they cover you
The best PR pros aren’t just story pitchers; they’re relationship builders who become invaluable resources to journalists. Start investing in these relationships today, and you'll see the benefits for years to come.
And remember, you're playing the long game – but the rewards are worth the investment!
DeskSide with: Sarah Shapiro
Sarah Shapiro is a leading retail strategist and consultant, known for her keen insights into merchandising, brand strategy, and consumer trends. With a career that includes influential roles at Bloomingdale’s, Williams-Sonoma, Brandless, and Clorox, as well as her own experience as a fashion accessories entrepreneur and designer, Sarah brings a unique blend of corporate and entrepreneurial expertise to her subscribers and clients.
In addition to her consulting work, Sarah is the creator of Retail Diary, a highly-regarded newsletter with nearly 10,000 subscribers. Retail Diary dives into the latest in retail trends, offering curated insights and product recommendations. Sarah launched Retail Diary to share her passion for retail and empower brands and consumers alike to navigate the ever-evolving market.
You’ve built an incredible following with Retail Diary, with almost 10,000 subscribers and recognition from industry leaders like The New York Times and brand Alex Mill. What is Retail Diary, and what inspired you to start it?
Thank you - I'm still blown away and having so much fun with Retail Diary. The idea came to me in 2019 after leaving my previous job, where I was constantly sharing retail articles with co-workers through our Slack channel (spamming them, if I'm honest). I also wrote weekly retail recaps about our business, and peppered in industry stories and retail strategies, and my co-workers appreciated them.
When I left, I really missed those conversations about what was happening in retail. So I started a simple email newsletter in 2019. By late 2022, I noticed all my favorite newsletters were on Substack, so I made the switch in summer 2023. What I love most is the two-way conversation that's developed through comments, chat, notes, and Instagram.
How do you stay up-to-date with all the latest in retail and fashion?
This isn't just a job for me—it's a lifelong obsession. It all started in 2nd grade when I decided I wanted to be a fashion designer. From then on, I was that kid constantly sketching and devouring fashion magazines. This passion led me to study Fashion Design at Syracuse University, where I also minored in Retail Merchandising and fell completely in love with the retail side of the industry.
I'm fascinated by all aspects - the business stories, the trends, the fashion history. I'm constantly reading everything I can get my hands on - from magazines and books to articles and online content - and I'm always plugged into industry podcasts. When you've been living and breathing fashion and retail since second grade, you definitely rack up those 10,000 hours of expertise and I love making the connections between trends and ideas. It feels like everything is connected.
You’ve had an incredible career working for brands like Bloomingdales, Williams-Sonoma, and Clorox, and currently work as a retail strategist and consultant. How does your background in merchandising influence your perspective on current retail strategies?
My years in merchandising have taught me that retail magic happens when you blend smart business with genuine excitement. Yes, I'm a data nerd who loves analyzing trends and making informed decisions – but I'm also that person who gets butterflies over an amazing product! The secret sauce is finding that sweet spot where strategic planning (think right pricing, smart inventory levels, and brilliant marketing) meets pure product joy. I'm passionate about helping retailers create sustainable success stories where both the spreadsheets and the merchandise sparkle. After all, there's nothing better than seeing customers fall in love with products that you know are backed by solid insights and strategy. I’m obsessed with the art & science of retail and merchandising, the blend of it all.
As someone who's worked in various aspects of retail, what do you think is the biggest challenge facing the industry today?
One significant challenge in retail today is inventory management. The industry often overproduces in response to consumer demand and market pressures, rather than taking a more measured approach. Despite my passion for retail, I believe we need to shift toward more strategic, intentional buying – focusing on quality products that truly resonate with customers rather than simply chasing volume. And I love the designers and brands that are creating really special pieces - no matter what price point they are at.
Quick Hits:
Apps: Instagram, Substack, Overcast (for listening to podcasts) and there are a few retailers I’m always checking the “New Arrivals” section. The fact that I can online-window-shop every day is so fun.
Restaurant: Lately it has been Acre in Oakland for a date night. I also went to three.one four and loved that. Whenever I’m near a Blue Barn I grab a salad and usually an extra one for the next day. The salads are that good.
Current Read or Daily Media Diet: I read Lauren Sherman’s Line Sheet from Puck the second it hits my email. I also check Wall Street Journal and New York Times every day, and I’m always looking for Rachel Tashjian’s latest for WaPo. I like to share the podcasts I listen to regularly on my Instagram Stories because I listen to a lot. I balance that with a good Fiction book at night too.
Item You’re Eyeing: I’m in Gift Guide mode for Retail Diary. I’m excited for my edits in beauty, jewelry, home/kitchen and a few fun themes around fashion. I’m doing a Gen Alpha one with my daughter and can’t wait to see what she helps me pull together.
Sarah Shapiro is a breath of fresh air whose enthusiasm is contagious. She mixes down to earth common sense with education and excitement for possibilities. Way to go, Sarah!!! Keep it up!
Thanks for having me!!