When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab
attention of media. A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide can lend strong credibility to a new product. That “media bullhorn” can also do wonders toward educating consumers about your product. But does your product -- and it’s media pitch -- have what it takes to attract media into giving you coverage in their pages or on their airwaves? As I mentioned, many products or businesses can generate some type of publicity and media interest, but in my professional experience, types of products and pitches that lend themselves to best media exposure include:
·home/garden products ·kitchen/cooking/food products ·consumer electronics ·automotive accessories ·home repair/DIY tools ·personal health/medical/fitness products ·recreational/outdoor products ·experts (business, health, technology)
If you have a new or under-publicized product in one of these categories, media could be a good friend to you. However, you first have be a friend to media. Your product (and pitch) needs to have what media calls a “news peg” -- that gives them a logical and newsworthy reason to feature YOUR product as opposed to 200 other media pitches that are on their desks right now. Additionally, you need to make it as easy as possible for them to do your story or they WILL move onto a competitor’s pitch and product that is easier to cover.
·Can you provide a media sample? ·Do you have quality photos of product? ·How can product be purchased: in stores, catalogs, online, by phone? ·Can you arrange a quick interview if needed?
