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.

About The Author

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

---

Smashing the Myth of the Press Release

A musician spends years honing his craft. He writes world-class... Read More

The Power of Radio - Tips for Great Radio Interviews

Many people are intimidated by radio interviews, whether live or... Read More

Crisis Management

The Internet may have opened worlds for businesses and consumers,... Read More

Celebrities Cant Have It Both Ways

Corporations are willing to pay substantial amounts of money to... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

Publicity: Nailing a Media Interview, Part I

The most important thing to remember for any interview: stay... Read More

Does Your Small Business Have a Grooming Policy?

They say that image is everything and some of us... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More

How to Use Community Relations to Grow Your Business

Community relations is one of those marketing strategies that isn't... Read More

Financial Planners, Follow These Guidelines to Get Free Publicity

Be a ResourceThe media people that are likely to want... Read More

Media Training: How to Avoid Being Misquoted

I often begin my media training sessions by asking members... Read More

Business Community Relations 101 - Getting the Most Out of Your Chamber of Commerce Membership

Since the major part of a small business typically comes... Read More

Are You Sure You Know What Youre Doing?

Because when it comes to public relations, non-believers can produce... Read More

Media Training: Exposing Reporter Tricks -- Three Tactics Designed to Get You

A reporter's job is to get the most accurate and... Read More

Is There a Plumber in the House?

I don't know about you but I get really frustrated... Read More

Three Publicity Tips for Marketing-Minded Financial Planners

Financial planners, the first thing to know about reporters is... Read More

Sure-Fire Recipe for a Successful Public Relations Career

Without a solid, well-designed foundation, few buildings successfully withstand the... Read More

TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

Press Releases

How do press releases or interest stories have an effect... Read More

A Blueprint for Managing your PR

OK, as a manager, your goal is to show a... Read More

Want This Kind of PR?

PR that really does something positive about the behaviors of... Read More

Easy to be Foolish About PR

In fact, here are three really foolish goofs made by... Read More

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

Public Relations: Toast?

Could be, when unit managers in businesses, non-profits and associations... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and... Read More

Financial Planners Garner Free Publicity by Making it Easy for the Media

Would you advise clients to buy a stock based on... Read More

How to Generate Free Publicity for Your Product, Service, or Cause

One of the most misunderstood and most underutilized promotional tools... Read More

Marketing-Minded Financial Planners--Appearing on TV? Tell the World!

It doesn't matter how cruel the reality programs get, there... Read More

What Many PR Users Ignore

Simply that the behaviors of their most important outside audiences... Read More

How to Write a Media Release That Wins You Coverage & Exposure

The Today show? The New York Times? Vanity Fair? What's... Read More

Turn Your Business? New Year Resolutions in PR Revolutions

As eyes look forward to a new business year, many... Read More

Why News Releases Fail

Sorry about my otaku with this issue (otaku = more... Read More

13 Publicity Ideas for Retailers

If you're trying to promote your store, but you don't... Read More