Public relations is a powerful tool that can help you build your business. It’s not just about getting press coverage, but also about building relationships with influencers and the media.
Product publicity is a way to get the word out about your product. It can be done in many different ways, but it all comes down to how you promote your product. Read more in detail here: product publicity example.
New Deal Playing Card Company was the client.
“Making the most of the circumstances.”
A representative from The New Deal Playing Card Company called me a few months ago. Her husband had just developed, patented, and released a new brand of ergonomically correct playing cards that suit the natural curve of the hand. The lady had stumbled upon a magazine story about another of my clients, whose new product was getting a lot of press. She said, “Can you do the same for us?” We did, and the campaign turned out to be much more effective than the other one she had asked about.
We devised and executed a multi-pronged marketing and media exposure strategy that rapidly spread the word about New Deal Playing Cards throughout the media landscape. We generated dozens of features in national media outlets, including every local print and television medium in their market; large general circulation magazines such as Men’s Health, Entrepreneur, Woman’s Day, and Child, to name a few; National Public Radio; and a number of newspapers and television news broadcasts.
How did we pull it off? Publicity that is diverse
Diversified Publicity, as I call it, is the key to a successful media strategy. That is, maximizing the possibilities of publicity for the product or company by creating exposure in as many various media sources and in as many different ways as possible. Here’s how we handed the New Deal Playing Card Company a winning hand:
1) Notification to the media We knew the customer had a fantastic product, but consumers were unaware of it. This isn’t advertising; it’s a “media alert” about a new product that their readers and viewers may be interested in. We used the media as a means of informing customers about the New Deal. We investigated and contacted media outlets whose profiles fit New Deal’s product range, and we sent out effective feature pitches to the editors, reporters, and producers who were most interested. But it was just the start.
Weekly/monthly follow-ups; timely fulfillment of media requests (interviews, pictures, samples); continuous editorial calendar research and pitches, and so on are the keys to garnering the greatest media attention and placements. Many public relations initiatives fall short in this area. Many company owners believe that all they have to do is create a single press release and send it to a media release distribution agency, and the media will come pouring in. After the media has had an opportunity to view your pitch a few times and decide how/when they will give it attention, the bulk of media interest occurs many weeks or even months into the campaign. Just as with cards, you may have to deal them many times before winning a hand – but that winning hand may be very advantageous to you.
Relative Releases are the second kind of release. This is an area where many company owners fail to fully use the media market. We contacted all of the New Deal Playing Card Company’s principals and gathered information such as hometowns, places where they may have previously lived or worked, locations where they attended college, and so on. We then pitched “relative releases” to the media in those areas, informing them that someone with a link to their market (native/former resident/alumnus) is engaged in an intriguing, newsworthy endeavor — for example, “Former Waukesha Resident Launches Innovative Playing Card Company.” Features with a local link are usually well received by local media. Local features are often picked up by news syndicates, which may lead to a national story. It’s a unique and efficient method to transform a local tale into a national one, resulting in widespread media coverage for your product or company.
3) Targeting in Multiple Media at the Same Time One of the most common blunders in most PR efforts is estimating the media market incorrectly. We hedged our chances for New Deal Playing Cards by cross-referencing the whole North American media market to find prospective media targets. That is, in addition to obvious media targets such as Children’s Editors or Feature Producers, we made many innovative presentations to pique the attention of a variety of different connections at magazines, newspapers, and broadcast media throughout the country. For example, throughout the course of the nine-month New Deal campaign, we made three distinct presentations. We chose media sources whose editorial profiles centered on the following topics:
a) Toys, Games, and Hobbies for Children and Families b) Characteristic, Lifestyle, Elderly, Physically Disabled, b) Entrepreneurial, Consumer Interest, and Business
We were able to flood the whole media market with newsworthy proposals and get placements in various media channels, from senior citizen publications to kids programs to business news features, by hitting these parallel media with our pitch. The idea is to customize the media pitch for each media market. An entrepreneurial feature pitch to business reporters at newspapers and TV programs differs significantly from a consumer product pitch to family magazines in terms of journalistic tone and emphasis.
Like a game of cards, the success of your PR campaign is determined on how you use the cards you’ve been given. The person who can produce a winning hand will win the most money at the conclusion of the game. Isn’t this the agreement you desire for yourself and your business?
Spread The News Public Relations, Inc. is led by Todd Brabender. His company focuses in gaining media attention and awareness for new goods and services. http://www.spreadthenewspr.com (785) 842-8909 [email protected]
Product publicity is the act of communicating a product to the public. It can be done through media outlets, social media marketing, or even word-of-mouth. Reference: new product publicity definition.
Frequently Asked Questions
What is a product publicity?
A product publicity is when a company or individual pays for their products to be advertised in the media.
What are examples of publicity?
Publicity is when a company or individual creates information about themselves that is meant to be shared with the public. This can include anything from an article in a newspaper, to a television commercial, to a tweet on social media.
How do you make a product publicity?
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