One reason companies hire a public relations firm is to raise awareness about their products. When you’re ready to gain media coverage for what your company offers, it’s critical that you provide samples of your product for media representatives to try. You should also be sure to ready your spokesperson for interviews.
When a company is unwilling to share product samples with media or to give the media access to certain people within the company, it's making mistake #12 of Axia Public Relations’ 15 mistakes companies make when hiring a PR firm. Don’t let this be your company. Educate yourself and prepare before you hire a PR firm. Here are four factors to consider when you’re ready to launch a campaign for your product.
1. Amount of samples: Before the campaign begins, define how many samples you’re willing to send out each month to reporters, bloggers, and other influencers. This helps you stick to a budget and eases your executives’ minds, who may feel that samples are wasteful.
2. Target audience: Look to the experts – your PR firm – for recommendations on which outlets are worth your time and your products. This helps ensure you’re sending product samples to your target audiences.
3. Packaging: Reporters receive hundreds of product samples each week. Make sure your product stands out with creative packaging. Even better: Go on a media tour and hand your product samples directly to media contacts along with a media kit.
4. Spokesperson: Choose designated spokespeople early in the PR campaign. That way, both you and your PR firm know exactly who is available to speak to the media. Your spokespeople should undergo specialized spokesperson training to ensure they’re prepared for media interviews.
It’s important to prepare for your public relations campaign. Otherwise, you may never see the fruits of your PR investment. To better understand the media and earn more positive coverage for your company, check out Axia’s complimentary e-book Learn Media Relations From the Media today.
Clients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.
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