Secrets for Getting Product Publicity

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So you want publicity for your product, stories and interviews about how wonderful it is, all the people it will help and why it’s so important.

How do you get journalists and talk show hosts to tell those stories?

You don’t.

Sure, you’ll occasionally see lists of hot new products, for instance in gift guides around the holidays, and it’s great when you can be featured in them, but that won’t happen often enough to keep you in front of your potential customers. That’s what advertising’s for.

Publicity encompasses much more than glowing stories and interviews about a product. It positions you in the media as a helpful expert, someone happy to share his or her knowledge in ways that can help audiences solve problems and otherwise improve their lives.

The benefits? It gives you – and your product – visibility and something even more valuable: credibility. When you’re quoted as an authority in the press or interviewed by a radio or TV talk show host, you get the implied endorsement of the mass media. That helps to build your company’s brand as credible, helpful and knowledgeable – trustworthy.

As I read recently in a great article in Forbes, “People don’t have relationships with products; they are loyal to brands.”

You can gain publicity by looking for ways to provide useful, helpful content that is, ideally, tied to something in the news.

Here are three recent real-life examples of how we positioned business owners as experts on topics relevant to – but not about – their products:

  • A company that makes cosmetics with ingredients that have never been tested on animals and include no animal products is selling more than makeup: It’s selling a value. We know that anything having to do with animal welfare resonates with the media simply because it’s a cause so many Americans hold dear. (If readers/viewers/listeners are interested, the media will be, too!) We also know it’s helpful to tie into the news when possible. We wrote an article quoting our client discussing the Humane Cosmetics Act, a bill introduced earlier this year that would ban all cosmetic animal testing in the United States. We also quoted him describing some common tests most consumers aren’t aware of, and their effects on the animals subjected to them.
  • Another company has a new, multivitamin beverage packed with nutrients specifically formulated to boost energy, build immunity and enhance overall health. For this client, we used the bad buzz around energy drinks as a news hook and quoted the client advising parents not to give their young athletes caffeine-loaded drinks to give them an energy burst before competitions. Instead, he offered three healthy ways to help children maintain naturally high energy.
  • Finally, for a company with a product that kills excessive anaerobic bacteria – the kind that cause bad breath and gum disease – we latched onto National Dental Hygiene Month as a news hook. We quoted a company spokesman explaining the biochemistry underlying chronic halitosis and the complications unchecked anaerobic bacteria can cause, and shared tips for preventing those problems.

If you want valuable publicity for your business or product, remember, you need to offer something valuable in return. For TV and radio talk shows, that’s an informative and interesting interview on a related topic. The host will mention your company and website, probably more than once, and you can casually slip in some mentions as well.

In print, experts are usually identified by their claim to fame, so you may be quoted as Dr. Dazzle, inventor of the Super Toothbrush, and your website included. Write an article for a publication and it will likely include a bio about you.

All of this will provide more visibility and credibility for you and your product while building a brand consumers can fall in love with.

Get creative and get some publicity!

Marsha

P.S. Stuck for ideas? We’ve got a great track record getting publicity for corporate and business clients. Just give us a call at 727-443-7115 ext. 208 or get your Free Media Analysis here.

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