So you created a product, and now you are itching to get it out there. If you’re a small business owner, you invested a lot of money and time in your product, and the sooner you start getting the word out, the faster you can start making money. You may think, ”Oh I need to start a PR campaign and get some media placements to start letting the consumers know.” However think twice before sending information immediately to the media. First, you want to make sure you are ready to enter the world of PR with your best foot forward. You only have one shot to impress the media, so make it’s your best effort. It might be worth waiting until your company is fully ready. Ask yourself these four questions before starting your first PR campaign.
Can I send samples?
Depending on what kind of company you are, the media will probably want to see samples. The more they can interact with the products, the more likely they are to cover it. While it may cost money to send samples, sometimes the investment is worth it. Some media outlets might not think that images are enough to attract their audience’s interest. It’s important to have enough inventory to send samples so members of the media can get a hands-on feel of what you have to offer. You can be selective about the kinds of publications to want to send them to, but definitely have samples on hand to send out in a timely manner. I always wait to see if the media outlets even want samples before sending them-don’t just send out media samples blindly!
Do I look like a real company?
Even if you are tiny company, making your product in the basement of your house…make sure your forward-facing brand appears put together. The biggest thing is to make sure you have a website that looks professional and modern. Your website is often your first impression to the media and consumers. Another way to make your company look professional is to make sure the packaging is nice. When you send samples, you want them look legit.
Can I fulfill orders?
Say you get a really awesome media placement, and it drives a lot of people to your site and you make a lot of sales. That’s great! But can you fulfill the orders in a timely manner? You don’t want to customers to be waiting forever to get their orders. Remember this is your first impression. If by some chance, you can’t fulfill the orders right away…make sure you communicate that. In our new world of 24/7 social media, one bad customer experience can have serious damage on your brand’s reputation.
Do I have time?
Even if you have a PR firm to do the heavy lifting, it will still take time out of your day when they get interviews or need content for the media. While the PR can secure the interviews, you are really the expert on the subject, so they will need your input. You should make sure you are relatively available. When your PR firm secures an interview, make sure you can connect with the reporter in a timely matter. You don’t want to be too difficult to get in touch with.
Have all four things working for you? Congrats, you’re ready for PR! If not, use these four questions to guide your plan and understand what’s needed before moving on to the next step in your brand’s development.
Leave a Reply