So, you have a great product, and you know the media would love to cover it, but you don’t know what to do first. Here are the three steps you must take in order to succeed:

1.    Have a great product.

2.    Find the right media contact and make a great pitch.

3.    Follow up.

Step #1: Have a Great Product.

What Makes a Great Product? Most people underestimate the importance of a great product.  That’s because

if you make or sell a product, you always think it’s great.  But what makes it great to the media is probably very different.  Here is what makes a product newsworthy to the media:

•    A truly new product (just launched in the last few months or about to be launched) •    Unique, breakthrough product

•    Works well, tastes great, etc.

•    Colorful packaging / visually appealing

•    Product ties into trends – organic/green, political, etc.

•    Priced right – less than key price points ($100, $50, $25, $10) or priced high if truly a luxury item

Step #2: Find the Right Media Contact and Make a Great Pitch.

How to Find the Right Media Contact

The easiest way to do this is to pick up a newspaper or magazine, view a Web site or blog, or check out the TV credits.  You can often find who is in charge of a certain section that fits with your type of product (Beauty Editor, Fashion Editor, etc.). Then you can call the main number and confirm the media contact’s e-mail address and direct telephone number. If you aren’t sure who to contact, call the main number at the media outlet (you can almost always find this through the Web site) and ask who the right contact is, and then get that person’s contact information.

To save some time, I also recommend a great database of media contacts for product companies and retailers (and the price is low), called the Gift List. For a free trial of the service, click here. The Pitching Process

While many P.R. folks believe that you should make a phone pitch first, I think that it’s okay for folks not comfortable with the process to start with an e-mail pitch.

Anatomy of a Great Pitch

A pitch is different than a press release, because it’s customized, and most media folks prefer to receive a pitch customized for them. A great pitch contains the following:

•    A personalized greeting (“Hi, Jane” instead of “To Whom It May Concern” or nothing at all)

•    Several story angle tie-ins (new product, hot trend, tie-in to current events, celebrity, etc.) •    A description of where it could fit in the media outlet (such as a Holiday Gift Guide, New Product section, etc.). •    Details on the product (price, colors, etc.)

•    Call to action (ask if the media person would like a sample, set up a time to get feedback, etc.) Some important points to remember:

1.    Preparing your pitch is the hardest part; execution is the easiest part

2.    Never send a pitch as an attachment via e-mail.  Cut and paste your information into the body of the message.

3.    Don’t send attachments of photographs or artwork unless requested. Instead, send a link to a photo of your product on your Web site.

Step #3:  Follow Up.

This is the part that trips up most do-it-yourself publicists and P.R. folks.  Once the media has expressed interest in your product or service, you must be persistent in contacting them. The easiest way to follow-up is by giving a date and/or time you will be checking in, get the media contact’s agreement, and then do it.

For instance:

•    Can I call you at 10 a.m. next Monday to see if you’d like to receive a sample?

•    Can I call you next Friday at 2 p.m. to get your thoughts on the sample and when you might be able to include it in the What’s Now section? Continue to follow up until you find out the publication or broadcast date.

When it runs:

•    Don’t ask for a copy of the piece; that’s your responsibility.

•    And don’t forget to send a thank-you note.  I can’t emphasize this enough — it will always make you stand out from the 99% of people who don’t send a thank-you note.  And it will help you create a relationship with the reporter for ongoing publicity opportunities.

Follow these steps and get your great product some great publicity.  And look for your sales to be great, too! Margie Zable Fisher is the president of Zable Fisher Public Relations, the leader in Small Business Public Relations.  To get her free report titled “Top 10 Ways to Make Your Product Irresistible to the Media,” go to http://zfpr.com/pitchofthemonthclub.htm.

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