About the job
As a Public Relations Executive, your mission will be to elevate the reputation of De Beers Jewellers while effectively promoting the brand across diverse media channels. You will play a crucial role in organizing biannual press days, Haute Couture week presentations, press dinners, and various local press events throughout the year to showcase our new collections and launches. Your daily responsibilities will include maintaining and cultivating PR relationships, distributing press releases, coordinating magazine shoots, managing press requests, and engaging with celebrities and influencers for promotional features and news stories about upcoming launches while monitoring and reporting PR coverage.
Main Responsibilities
Formulate and execute the Press and PR strategy for De Beers Jewellers.
- Collaborate with the team to develop, plan, and implement an annual press strategy tailored to local nuances and aligned with head office guidelines within a defined budget.
- Craft a comprehensive Press plan that integrates product focus, brand narratives, and local activations to ensure optimized visibility.
- Capitalize on international initiatives to create impactful press trips as needed to generate feature opportunities for the brand.
- Work closely with the team to leverage initiatives and share best practices.
Build and nurture vital PR relationships with both print and online media.
- Develop and maintain an extensive DBL press listing featuring strong contacts within jewelry, fashion, accessories, and luxury lifestyle media, as well as the luxury goods sector, to boost coverage across print, online, and social platforms.
- Forge and strengthen relationships with key editors, journalists, stylists, influencers, and celebrity agents, consistently sharing DBL news throughout the year.
- Attend PR appointments as necessary.
- Ensure that the press is continuously informed about all DBL initiatives and product launches by creating a detailed product launch plan.
- Coordinate and host key press representatives at DBL and during product launches.
- Organize press trips when feasible, accompanying journalists and following up to maximize coverage opportunities.
- Collaborate with the PR & Communications Lead to keep them updated on DBL coverage in publications where we advertise, allowing for monitoring of ROI on advertising investments and optimization.
- Manage press budget reporting and activities within financial constraints.
- Oversee and improve photoshoot procedures and budgeting.
- Establish and monitor the annual costing of press activities.
Enhance visibility for DBL in comparison to competitors.
- Maximize visibility opportunities and secure prominent placements in key publications.

