If you are planning to launch a new product or business then you already know that you need an effective PR strategy to tell the world about your new, amazing venture.
In today’s world, you have more choices than ever before when it comes down to choosing how to successfully use PR in your business.
I chatted with Lucy Werner, the bestselling author of Hype Yourself, PR expert and founder of The Wern on episode 78 of my podcast Start, Scale Succeed about some of the best ways to use PR to make sure that your product business launch is a success. There are lots of great takeaways and I hope after reading this you have a great action plan in place.
If you’d like to listen to the podcast in full you can do so here.
Where do you start with PR for a product based business?
Lucy recommends that before you deep dive into a PR strategy that you first come up with a marketing plan. Alongside this plan, you should also come up with your business objectives and take a step back to visualise where you see your brand fitting in, what publications would work and how your marketing plan works alongside this.
Once you have a clear understanding of your brand and what your customers look like then the next step is to start building a press toolkit.
What does a press toolkit look like?
- A press release – focusing on your hero product (if you are launching a range) or the single product you are launching.
- Images – high quality and try and include a headshot (landscape is preferential for press)
- Email to publications – embed images of your hero products and get to the point, don’t scare them away with a lengthy press release or email. Showcase the best features and why their readers need your product.
As you build your brand it’s also important to look at your social media presence. Could you tease your audience with behind the scene photos or use free images from the internet as placeholders to build momentum for your launch? You want to build relationships sooner rather than later, it’s never too soon.
Build a website, start a newsletter, the more the merrier in this case. You want people to be excited about your new exciting product that is going to change their lives in some way and if you are showing up before it launches then your audience will put their trust in you as a business person.
When should you start trying to get PR? 
Although it’s important to build your brand and social media presence before launch, Lucy suggests that try and get PR once you have launched. Imagine you have a flurry of interest and your website is a holding page with no physical products available yet? It could be the difference between being featured or not.
Before launching make a list of publications you are interested in, find out the contact you need and have everything prepared for launch.
Once you’ve started pitching then Lucy recommends keeping track of all interactions and dedicating time each week/month to look at your PR strategy.
What PR is best for product based businesses?
Lucy explains that for product based businesses there’s typically two types of publicity. You have product placement pages, which is essentially when you read a magazine and you see the Ghost cut out. This is your product on a white background and with the price and the URL. Lucy adds that this PR is great for brand building and awareness, but they don’t necessarily guarantee sales, which is a common misconception.
The other method to get the founder’s story mentioned in a publication. It doesn’t matter if it is more focused on your business expertise rather than your product because shows who you are and can help you connect with audiences.
Lucy’s top tip is that if you’re starting out, don’t just only look for opportunities to talk about your business, but things that you could talk about that are related to it.
How to pitch
It can feel daunting to start pitching but Lucy kindly shared her top tips:
- When emailing a pitch, be very clear for example: this is the column I’m pitching for and this is the product.
- There’s no need to add your name or brand name, it’s much better to use what your product is or how you can help them as they might be looking for that and they won’t know your name or brand.
- Research the person you are reaching out to, if they do call you and want to chat then they will know right away if you’ve just read one article or their LinkedIn page.
- It’s all about quality, not quantity, and for Lucy, it is a myth that you need the little Black book of contacts. Obviously, if you have contacts, your life is easier because that person knows your name in your inbox. However, Lucy shares that 90% of the press coverage that she’s secured makes it without these contacts.
- Don’t be offended if you don’t hear back, they might not be looking for that type of product right now.
- Pitch at the right time for example look at when long lead publications need stories (usually 6 months ahead) and when you can maybe grab a spot in a weekly feature.
In Summary
Planning is key in PR, treat it in the same way as other marketing plans and look at timelines and build these into your overall strategy. Be ready for any eventuality and just go for it!
I hope that this post helps you to continue on your journey to success and if you need any extra support then check out my free resources on my website, follow me on Instagram, subscribe to my monthly newsletter or get in touch at nicole@thebuyerandretailcoach.com
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