5 tips to gain product media

In a crowded marketplace where hundreds of shiny new products launch every day, media relationships and attention can make or break a brand’s visibility. Journalists who cover consumer products are bombarded with pitches and looking for the diamond in the rough: a compelling story tied to a high-quality product. These are five PR musts to help your product stand out from the masses.

• Craft a story 

The media thrives on a good story. A product–even if it’s useful and unique–won’t catch the media’s eye if it doesn’t tell a story. Consider what sets your product apart: does the founder have an interesting story, is your product aimed at a particular audience, or are you doing something differently? Position your story to appeal to the specific reporters you’re targeting. 

This is the first step to any PR strategy, and will guide you in getting attention for your products. Think of what you want your audience to gain after using your product, and build the right story.

• Show, don’t just tell

Visuals sell the story. Make sure to provide high-quality photos and videos that show off your product. Invest in producing quality content–hiring a professional photographer or visual designer is worth it! 

The images will not only attract readers and potential customers, but the journalists themselves, so make sure they’re eye-catching! 

• Bag the shopping seasons

Timing is everything, and that’s no exception for reporters. There are always moments to push consumer products. Most media plan content around seasonal buying, and brands that leverage proper timing often earn valuable coverage. Beyond the major shopping seasons like Black Friday and Christmas, consider other seasons that are relevant to your product. Prime Day Back-to-School, Valentine’s Day, global awareness days, and more could present strong opportunities. 

Review your target media to see when gift guides, product roundups, or trend features are published. These are planned months in advance, so stay ahead of the game with early pitches. Creating a year-round PR calendar can help you keep track of buying seasons and keep your outreach timely. 

• From demo to devotee 

The media often want to see, touch, and test your products before recommending them. Sending samples demonstrates the quality and value of your product to win over journalists. You don’t have to (and shouldn’t) blanket-send off dozens of samples to whoever you can. This can become a burden for smaller companies. Instead, selectively choose the most relevant media and offer samples with a concise and personalized pitch. 

Although it’s not always possible, sometimes sending over a test product that will be returned is an option. Set up an easy return process to make the experience painless. 

Provide updates and timing estimates so the media knows when to expect the delivery. Follow up to make sure they received it and to answer any questions. It’s okay to be direct and ask if they’ll include the product in a guide or roundup. 

• Turn media into partners

Many outlets require affiliate links. Setting up an affiliate program ahead of time is a must. Top journalist picks include Amazon and ShareASale. It’s important to mention your affiliate program details in your initial pitch. This is now an industry standard, so don’t miss out if you have a consumer product. 

While publications can earn by sharing an affiliate link, sometimes it’s enough to give them something exclusive. Create a custom discount code for their readers. This will help you drive traffic, while their audience gets something special.

Coverage that sells

Consumer products' success with media comes down to making journalists’ lives easy with engaging stories, great visuals, timely communications, hands-on review opportunities, and affiliate access. 

If it all seems a bit overwhelming, you’re not alone! Many companies rely on specialized PR agencies like SlicedBrand to build a rock-solid strategy and secure great media coverage. Winning over the media will pay back in dividends, so invest in building a strong PR strategy to get your products the attention they deserve.