Introduction
The goal of any new product or brand launch is to introduce it to the world in a way that will make it stand out from all of the other launches that are happening at that time. This means creating an effective press kit and getting it into the hands of journalists who will be interested in covering your client’s story. Since I’ve worked on many launches over my career, I’m going to share with you some tips on how you can get press for your client’s product launch!
Before we discuss how to get press for a new client, it is critical to know who the target audience is.
The first thing you need to do before we discuss how to get press for a new client is to know who the target audience is. This sounds obvious, but it’s important.
Before you can write a pitch or craft an email, you need to know the demographics of your intended readers. Are they men or women? What age range? What kind of news do they read or watch? Where do they live? What celebrities are popular with them? Do they like reality shows as much as dramas, comedies and documentaries?
After answering these questions, you’ll have a better idea about what angle would be best for getting your new client noticed by this specific audience
Who are these people? Are they 15-35 years old, or are they 40-60 years old? Where do they live?
Who are these people?
Are they 15-35 years old, or are they 40-60 years old? Where do they live?
What kind of readers are they? What news do they read or watch on TV? What celebrities do they like?
What kind of news do they read or watch? Knowing the answer to these questions will help you determine where you, or your client, should be featured.
Knowing what your client is interested in will help you determine the best places to pitch them.
- Capture your client’s attention by mentioning a show or publication that they enjoy. If you know they’re a fan of celebrity gossip, then pitching them on a reality show would be the way to go.
- Once you’ve determined where the best opportunities lie, create a list of every publication and TV show that might feature your client. Then, send them each an email explaining why their story will be interesting for that specific audience and how it relates back to their brand/product. Be sure not to get too detailed in these emails—just give them enough information so that they know what exactly it is about their story that makes it appealing for these media outlets (i.e., “You spend all this time crafting products for people who want something healthy but delicious…and [insert name here] fits into those categories perfectly”).
Narrow down which publications and reality shows your client may be a good fit for. This is a great time to ask them what celebrities they like, and find out what reality shows they watch.
Narrow down which publications and reality shows your client may be a good fit for. This is a great time to ask them what celebrities they like, and find out what reality shows they watch.
For example, if you have a client who loves celebrity gossip, you should look into the magazines that interest them: People magazine, In Touch Weekly or Life & Style Weekly (for people who want to stay in touch with their favorite celebrities but don’t care as much about the news). If they like watching reality TV then it might be worth looking into those shows like Keeping Up With The Kardashians or Real Housewives of Beverly Hills (for those who are curious how other people live).
Create a list of every publication and show you can think of that may feature your client, then let them know what sites/shows you plan on targeting. You may have to explain why someone like Justin Bieber (or whoever they name) is not the best fit for them.
- Create a list of every publication and show you can think of that may feature your client, then let them know what sites/shows you plan on targeting. You may have to explain why someone like Justin Bieber (or whoever they name) is not the best fit for them.
- Explain why your client is a great fit for this publication/show.
Next, you have to create an interesting press kit that will give journalists everything they need to know about the product or client. Every page in the release must be cohesive with the overall theme and tone of the campaign.
The key to getting press for a new client is creating an interesting press kit that will give journalists everything they need to know about the product or client. Every page in the release must be cohesive with the overall theme and tone of the campaign. You should also make sure that there aren’t any unnecessary pieces of information included in it; if you’re promoting a new video game, don’t include a list of celebrity endorsements or text heavy pages on how great your company’s health plan is.
When you’re ready to create your actual press kit, it’s critical that you use someone who knows what they’re doing since this is one piece of collateral that journalists rely on heavily when deciding whether or not they want to cover something (or someone). A designer can help streamline content and make sure everything reads clearly while keeping things consistent with brand identity and style guides—which are standard operating procedure at most major outlets these days anyway!
Do not include any information that isn’t relevant for the product launch! I recommend using a designer for this part.
- Do not include any information that isn’t relevant for the product launch! I recommend using a designer for this part.
- Make sure the release is cohesive with the overall theme and tone of the campaign.
- Designers have experience with these things, and can help you get your shareable content out there without looking like you’re trying too hard.
Those two sections are pretty self-explanatory, but sometimes people forget to include measurements and pricing on clothes/accessories releases.
- Research the show’s audience. If you know where your client lives, narrow down which publications and reality shows they might be a good fit for.
- Tell a story with pictures. Clients can send you photos of their products, but there’s no substitute for an irresistible narrative that tells people why they need whatever it is you’re selling.
- Don’t forget to include measurements and pricing! These two sections are pretty self-explanatory, but sometimes people forget to include measurements and pricing on clothes/accessories releases
Conclusion
This is important because some publications won’t cover something that is too expensive. So be sure to include all the details about pricing, sizing, and availability.
