Generating Publicity: Will The Media Be Interested In My Product/Business?
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 the
attention of the 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 the 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, the types of products and pitches that lend
themselves to the 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,
the media could be a good friend to you. However, you first have be a friend
to the media. Your product (and pitch) needs to have what the media calls a
"news peg" -- that gives them a logical and newsworthy reason to feature
YOUR product as opposed to the 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 the product?
· How can the product be purchased: in stores, catalogs, online, by phone?
· Can you arrange a quick interview if needed?
Products/services that don't really lend themselves to media interest or
publicity are things like:
· website developers
· cell phone/printer cartridge sales
· vitamin supplements
· insurance
· financial planning
· MLM/downline schemes
I'm not implying that these types of businesses aren't media worthy. I'm
simply saying that from a media interest, editorial standpoint, there are
thousands of competing product and businesses like these on the market and
unless they are offering something truly unique, they lack that "news peg"
that will attract the media's attention. If you are launching, let's say, a
new garden tool that is very similar to many other garden tools on the
market, don't expect much interest from the media in putting together a
feature. You can create that news peg by answering a few questions:
· How does your product differ from competing products already on the
market?
· Why should the media and subsequent consumers be interested in your
product?
· Does it provide a solution to an existing problem for consumers?
Bottom line -- an expertly maintained publicity campaign can help forge
wonderfully reciprocal, mutually beneficial relationships with the media.
Reciprocal, in that the media constantly need interesting information to put
together their product profiles and business features -- and YOU need
constant media exposure to get the word out. If your product or business can
meet the media standards mentioned above, you could benefit greatly from
some solid nationwide media exposure. Getting your product mentioned in
print articles and on TV/radio shows nationwide will help spread the word to
customers -- and at a fraction of the cost of a nationwide advertising
campaign.
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Todd Brabender is the President of Spread The News Public Relations, Inc.
His business specializes in generating media exposure and publicity for
innovative products, businesses, experts and inventions. Free Publicity
Consultations offered online:
http://www.spreadthenewspr.com
todd@spreadthenewspr.com
(785) 842-8909
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