If it comes to starting a new company or product, some marketing consultants might say that each product is appropriate for a publicity or media exposure campaign. That’s true to some degree, but as a PR/publicity professional and former media person, I’d qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all companies or products and their pitches will grab the interest of the press.
A range of strategically generated attributes or merchandise mentions in magazines, papers and TV/radio/cable shows nationally can give powerful credibility to a different item. This “networking bullhorn” may also do wonders toward educating customers about your product. However, does your product — and it is media pitch — have what it takes to pull in the media into providing you with policy in their pages or on their airwaves? Like I said, many goods or companies can create Some Kind of promotion and media attention, but in my professional expertise, the Kinds of products and pitches which give themselves to the top media exposure include:
- Home/garden solutions
- Kitchen/cooking/food goods
- Consumer electronics
- Automotive accessories
- House repair/DIY tools
- Private health/medical/fitness goods
- Recreational/outdoor goods
- Specialists (company, health, technology)
When you’ve got a brand new or under-publicized merchandise in one of those categories, the press might be a fantastic friend to you. But you first have be a buddy to the press. Your merchandise (and pitch) must get what the press calls for a “news peg” — which gives them a plausible and newsworthy reason to incorporate YOUR merchandise rather than the 200 other press pitches which are in their desks at this time. Moreover, you have to make it as simple as possible for them to perform your narrative or else they WILL move on a competitor’s pitch and merchandise that is a lot easier to pay for.
- Would you give a media sample?
- Have you got quality photographs of the goods?
- How will the item be bought: in shops, catalogs, online, by telephone?
- Can you organize a fast interview if necessary?
- Products/services that don’t actually lend themselves to media attention or marketing are things such as:
- Site developers
- Mobile phone/printer cartridge earnings
- Vitamin supplements
- Fiscal preparation
- MLM/downline schemes
I am not suggesting that these kinds of companies are not media worthy. I am simply saying that by a media attention, editorial outlook, there are tens of thousands of competing merchandise and companies such as these on the industry and unless they’re offering something genuinely unique, they lack the “news peg” which can draw the media’s interest. If you’re starting, let us say, a brand new garden tool that’s quite like several other garden tools on the marketplace, do not expect much attention from the media in putting together a characteristic. You can make that information peg by simply answering several questions:
- How does your product differ from competing products already available on the market?
- Why should the press and following customers be interested in your product?
- Does this provide a remedy to an present issue for customers?
Bottom Line – a professionally maintained marketing campaign might help invent beautifully reciprocal, mutually beneficial relationships with the press. Reciprocal, in that the media always require interesting info to assemble their merchandise profiles and company attributes — and YOU require continuous media exposure to get the word out. If your product or company can satisfy the media criteria mentioned previously, you may benefit greatly from a strong domestic media vulnerability. Obtaining your merchandise cited in publish articles and on TV/radio reveals nationally can help spread the word to clients — and in a fraction of the price of a nationwide marketing campaign.