What happens when a last-minute opportunity collides with one of the biggest live events of the year?
That’s exactly what Yael Fraynd and her team at YaYa Publicity experienced during the Super Bowl halftime show when Kendrick Lamar stepped onto the stage wearing a brooch from their client, Rahaminov Diamonds.
It wasn’t a months-long plan. It was a Thursday-night text, a mad scramble to overnight jewelry, and a moment of pure awe when it all came together on one of the most-watched broadcasts in the world.
In this episode of Digital PR Explained, Yael walks us through the process. From building trust with stylists to setting client expectations to managing the media storm that followed. We also discuss why great PR is about more than big names; it’s about relationships, reliability, and making magic happen behind the scenes.
Whether you’re working with stylists, journalists, or analysts, this episode is full of insights about what it takes to stay top of mind and how to recognize when the opportunity of a lifetime is knocking.
In this episode, we discuss:
- How a cold Thursday-night text turned into a Super Bowl halftime placement
- The importance of relationship-building with stylists and editors
- Why Yael doesn’t only work with A-listers and how that strategy paid off
- How to set expectations with clients (and what happens if the product doesn’t get used)
- The media domino effect after the halftime show aired
- How Yael prepped her client for TV interviews and made sure every outlet got the credit right
- Why reliability is the most powerful PR tool of all
About Yael Fraynd
Yael Fraynd is the president and owner of YaYa Publicity, a boutique PR agency representing luxury and fine jewelry brands. Known for her trusted relationships with stylists, editors, and influencers, Yael has led major placements across red carpets, editorials, and runways. She started YaYa Publicity with a mission to offer high-touch support and build lasting visibility for her clients. Based in New York, she leads a small but mighty team that lives by one motto: be the team stylists can text at 9 p.m. and still count on.
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