by Todd Brabender
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
· 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.
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:
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