How well do you really know and understand your product – its strengths, weaknesses, challenges and opportunities for growth? Knowing the intimate details of your product (the good and the bad) is essential in creating your public relations strategy.

Public relations can make all the difference in growing your business. But if you do not have a well thought out plan and understanding of your brand before launching into media outreach, you may sabotage yourself before you even get started. If you have a new product coming out, anticipate that once you start pitching it to the media they will request samples to try it out first hand. It is important to budget for this and make sure that you have enough product on hand to send out as media interests come in. The larger the gap between when the interest comes in and when the media rep receives your sample the more likely they are to lose interest.

Just as important as being able to speak to your strengths in public outreach is having a real grasp on your weaknesses and knowing how to answer questions about them. Anticipate the types of questions and criticisms you might face from the media and have your answers ready to go. The media operates on a very fast paced level and if you are not prepared to get them answers quickly you will miss out on important opportunities. If you have a high-end product you should anticipate that the media will ask you why it is more expensive to a similar product on the market. This can be an opportunity to turn a negative into a positive. Be prepared to explain what makes your product worth the extra cash. Is it made of higher quality materials which means it will hold up better and last longer? Is it handmade, rare or limited in availability? Is it more expensive because a percentage is donated to charity? Anticipating negative feedback before you begin will also help you rule out certain outlets that are not a fit for your product.

Knowing how to communicate with the media can be tricky which is why it is a good idea to bring in a PR agency and let the experts handle it. Public relations professionals are well versed in fielding media questions and so are familiar with the types of questions the media might ask, and more importantly prepared to answer them at a moments notice.

Jackie Copp
Publicist
Pitch Public Relations

We’re always looking for unique new ways to position our innovative clients in front of the media and consumers.

This week, our team scored an excellent Mother’s Day gift round-up segment in Phoenix on Sonoran Living. This popular local daytime TV show airs on ABC 15.

I did a show-and-tell of six Pitch products that make unique gift ideas for moms. It sure was fun to get back to my TV roots and great exposure for our clients.

Product round-up segments have become very popular on TV shows across the nation, from national morning shows like Good Morning America and the TODAY show- to local stations like ABC15 in Phoenix. Producers like the idea of showcasing an array of finds under one theme. It’s less commercial than showcasing one product and makes for a visual and informative segment for viewers. You’ve probably seen a lot of these without realizing it – great gift ideas, green products for Earth Day, smart kitchen gadgets.

Jill Martin, contributing editor for US Weekly, often hosts these types of segments on the TODAY show where numerous Pitch clients have been featured. Tory Johnson is the consumer expert for Good Morning America. Just a few months ago she hosted a round-up of mom-invented products.

The producers of the show are looking for truly innovative products that can make a great visual on air. Vibrant colors and patterns look great on TV too. Now, we’re working on upcoming round-ups for other themes including Father’s Day, Family Summer Travel and Back-to-School. Does your product fit in? These round-ups can be a great solution for TV exposure.

Andrea Toch
Publicist
Pitch Public Relations

Many business owners dream of that one national TV spot that results in immediate traffic to your website with hundreds- or thousands- of products sold instantaneously. But, that is just ONE way that PR can introduce your product to the public, brand your name, and translate into sales. There are many different ways that PR can have an effect on your business.

The “Gotta Go Get That” reaction: In an instant-gratification society made up of countless online shoppers, this is a common and exciting reaction to media coverage. This is when a consumer reads a feature about your product in a magazine or sees you interviewed on your local TV morning show, and immediately goes to a store to purchase or shops online. This is the fastest and most ideal response from a business stand point, but it’s just one…

The “Oh Yeah, THAT” effect: This happens when a consumer is leisurely shopping, sees your product on the shelf, and remembers reading about your brand weeks ago. She decides to make the purchase based on that previous exposure. The more coverage your product generates, the more likely consumers will recognize your name when they least expect it. As we always say in the industry- “the more press you get, the more press you get…” This kind of domino effect- when one feature leads to another, and another- helps build your brand’s name and gain momentum in the minds of consumers.

Buyer/Retailer Success: If you are a manufacturer and you have a product in retailers, you have the power to help move it off shelves. Whether its national coverage or local only to markets where your retailers are based, PR can help drive those sales leading to re-orders from retailers.

Dangling the Carrot: As you are trying to get retailers or investors, use the news! Media coverage is an impressive tool to show off to potential partners. They’ll be excited to hear you bragging about the great buzz your product has generated. Exposure can help start-ups and businesses earn credibility and gain funding.

The power of PR comes in many forms- from the ideological Today Show effect that results in immediate sales, to the long term success that can come from building steady buzz. Either way, media coverage can be your greatest ally, sure to greatly benefit your business.

Melanie Anderson
Publicist

The latest buzz in social media? Everyone is talking about it – Pinterest. So are you pinning? We certainly are and according to the latest statistics, we’re not alone. According to an article on Entrepreneur.com, “The site registered more than 7 million unique visitors in December, up from 1.6 million in September.” And those numbers are growing steadily.

Pitch follows boards that inspire us – magazines, newspapers, websites, writers, authors and clients. Media outlets are hopping on the bandwagon and creating accounts on a daily basis. One of our favorite sites, DailyCandy.com, announced today that they are now on Pinterest (http://pinterest.com/dailycandy/). Look for your favorite publications – it’s great to see what inspires the media and to keep on top of trends.

Pinterest is a great outlet for public relations. We use photos and descriptions to highlight what makes our clients visual – and media outlets are re-pinning for their fans. Our boards are currently showcasing our latest clients, hits and tips. Come find us on Pinterest – http://pinterest.com/pitchpr/ We look forward to seeing your boards!

Kirstin Robison
Publicist

A longtime client comes to us every spring and summer for PR as they have a highly seasonal business. This year, their brand new Marketing Manager asked us why we’re able to get more coverage for them than they can. (think The Today Show, Associated Press, KTLA-TV in Los Angeles, Businessweek Magazine, USA Today - that stuff.) Good question! It comes up a lot. What can we do for a business that the business can’t do for itself? Let us count the ways…

1. Connections & Contacts
We know the right people at the right places to cover your story. Whether it’s a booking producer at a national morning show or an influential blogger, we work on a daily basis with top media outlets in an array of industries. Do you?

2. Managing the Message
You may be too close to your business to see the forest through the trees. What really is your message? What best describes how you differ from your competitor? A smart PR firm can help you craft the right content for the public.

3. Savvy Storytellers
We have the skills to create a story that will get the attention of the media. You may know your business better than anyone, but do you know what’s newsworthy about it? As former reporters, anchors, producers and writers, we know news!

4. Full-time Follow-Up
The PR opportunity doesn’t end when the reporter says she’s interested. There is a tremendous amount of follow-up required to turn initial intrigue into an actual feature. The PR process is a full-time job. Business owners who think they can do PR themselves are already juggling many other plates. Can you afford to put them all down?

5. PR Perception
It’s the reason celebrities have Publicists. There is something more powerful about someone else representing you to the media, pitching your story, booking your interviews, and handling PR. Conducting media outreach on your own behalf can read a little desperate.

I’ve blogged before about do-it-yourself PR and certainly encourage those who can’t afford a good firm to try it. There are things you can do to get your business some great exposure, and certainly some PR is better than none. But there is value to hiring experts to handle it for you.

Ann Noder
CEO/President
Pitch Public Relations