Surrounded by ever new buzzwords and tools, it is easy to lose track – but you should not underestimate classic PR techniques, such as the proven elements of product PR. We achieve significantly greater success when we provide our established contacts with the right test device at the right time than when we try to come knocking in agenda-setting with nothing more than a topic suggestion.
You have to invest a lot of time and care in good contacts. In return, a relationship of trust develops over the years from which both parties can benefit. Sometimes you will even jump on your bike at short notice to drop off a test sample to the editor when the article originally planned for tomorrow’s issue has fallen through and a replacement topic is urgently needed. Because we have been able to build a long-term profile in consumer electronics, some editors now actively approach us.
Be reliable and quick
Of course, sometimes you just have bad luck with the parcel services. But if there is any way to get the device into the journalist’s hands more quickly, we will seize it immediately. These are the basics of managing review devices which, in our experience, are surprisingly often ignored: Along with the product, the press release and, in addition, all the collected information are usually packed into the parcel in an easily accessible way. Throughout the entire review period, we are of course available for any questions and requests. And once the review is complete, we also take care of collecting it again.
Make use of advantages instead of shutting out the competition
To give the media access to the broadest possible product landscape, it can sometimes be helpful to provide “competitor devices” as well. In our view, this only creates advantages – many media outlets are even required, due to their editorial standards or lack of time, to test several review devices in parallel. Often, even with similar products, there is no direct competition at all, because the customers’ market positions are not one hundred per cent identical. That is why we recommend: Don’t be afraid to share the media outlet and the service provider with the supposed competitor. Good agencies avoid conflicts by putting together separate teams for the clients. At the same time, however, they make use of synergies by bundling their offer in their media outreach.
Wherever you may need support in product PR, we are of course also happy to support you as experts. ;-)
(Author: Mareike Lehmann)
