DiaperBuds are individually wrapped, vacuum-packed disposable baby diapers for on-the-go. Because of their patented packaging, they are 70% smaller than regular diapers (they can fit into your pocket!) www.DiaperBuds.com. Doodle Wheel is the first customizable reflective hubcap for baby strollers. Fun and functional, this unique new product makes your baby’s ride safer and more visible to motorists. www.DoodleWheel.com.

Both products are brand new to market and will be hitting stores later this fall. But we’re kicking off the PR now to start generating media interest and consumer buzz! The timing of a PR campaign is particularly important for start-ups. Being NEW to market is one of the most important media angles. You only get that opportunity once. Wait too long, and the product becomes ‘old news’ fast. For DiaperBuds and Doodle Wheel, having media interest to showcase at the ABC Show is a way to further entice retailers. A buyer is more likely to want to carry a product in their store if they see that media coverage about the item is on the horizon which will help drive sales.

Unfortunately, many companies make the mistake of showcasing at a trade show first and holding off on any marketing or PR until they have some orders in place. It makes sense from a budgeting perspective. But the PR component and subsequent media coverage is a crucial factor in getting those retail purchases in the first place.

For DiaperBuds and Doodle Wheel, we’re just barely getting started and both already have strong media hits to showcase at ABC. Just wait. In six weeks, they’ll have an array of press coverage to flaunt to all those buyers.

Ann Noder

As the saying goes, “You can’t have too much of a good thing.” When it comes to press coverage, however, companies should think twice before they flaunt it.

Understandably, you want to spotlight your biggest and best media coverage on your website’s press page. But keep in mind that it could be one of the top mistakes you can make.

Depending on your current company goals, keeping up your press page might pose a conflict. If you are working to impress current and potential customers who visit your website, showing off the media’s affection is a powerful asset. However, if you are in the midst of a PR campaign, trying to generate new media exposure, it can actually hinder your growth.

Consider this: An editor receives an intriguing pitch about your product and is interested in featuring it. She immediately goes to your website to learn more, and sees the incredible media coverage you have already received. Her likely ‘been there done that’ mentality just might lead her to move on and scrap the story. And that’s that- in a matter of seconds, a media opportunity is lost. And what IF that editor happened to be with the New York Times?

They say all press is good press. From a media standpoint, however, just don’t brag about it.

Melanie Anderson
Publicist

Newsletters are distributed publications, generally about one main topic, to a series of subscribers. These days they are almost entirely electronic; delivered right to the email inbox of those signed up - called e-Newsletters.
Newsletters, more than many other mediums, are read by a loyal, highly interested audience. After all, you have to proactively sign-up to get the content.

This week, Pitch client MyDrap (www.casansamydrap.com) was highlighted prominently in Cooking Club Magazine’s e-newsletter. It goes out to 225,000 subscribers each week. The write-up included a photo of the product and a great review about these reusable cloth napkins and placemats that come on a perforated roll.

There are plenty of opportunities with newsletters on an array of topics from fun and friendly to serious issue-oriented.
DailyCandy and Pop Sugar are two of the most popular and successful examples.
Pink Magazine publishes an e-newsletter for women in the workplace called ‘Little Pink Book.’
Today’s Diet & Nutrition Magazine offers a monthly read in the health and food space, often featuring great finds.
Mom Inventors Inc. publishes a monthly e-newsletter with information, tips and features that goes to thousands of mom entrepreneurs. Many of our clients have been spotlighted by the publication.

Beyond the consumer audience, there are also key industry newsletters for business-to-business outreach. Pitch client CastCoverz! was featured this month by Orthopedics This Week; which is the most widely read e-publication in the Orthopedics industry. Talk about the perfect audience for a product that helps ease the burden of casts!

Many of our clients have also published their own newsletters as a way to share media coverage, specials and sales with their own customers.
While any good media strategy includes an array of targets from print to broadcast to online; don’t forget the often overlooked newsletter!

Ann Noder

So you’ve completed all the steps to get your innovative product ready to sell, but how do you know if you’re ready for PR? When Pitch begins working with new clients, we have several steps we go over to make sure they get the most out of their publicity.

Having a fully functioning website that is user-friendly is crucial, especially if your product is only being sold online. This helps give the media a good idea of what to expect. A website says a lot about a company. Take new pitch client, Sweet Sally’s for instance; the site (www.sweetsallys.com ) looks very professional and the images are sure to make everyone’s mouth water. It’s only been a few short weeks, but we’ve managed to generate great media opportunities for Sweet Sally’s from top outlets like First Magazine, Redbook, O, The Oprah Magazine, Real Simple and more.

It’s also very important to have high quality images available to send to the media. It’s very common for editors to request photos, so having those on hand is a must. Remember, a picture says a thousand words….get your message across with professional quality images.

Targeting your consumer market is an important step in planning your PR strategy. If you have a niche product, make sure your company is heavily targeting your key audience. Always inform your publicist of your wish-list outlets so we can focus heavily on those. We love making our client’s dreams come true.

Last but not least, have a substantial amount of product samples to send to media outlets who express interest in the product. Most editors will want to test a product or service out first hand before even considering featuring it. Be sure to budget for this and have the product readily available. Getting samples sent to media outlets in a timely matter is equally important. You want to make sure the product is fresh in their mind, as they get hundreds of emails a day. As long as you send the samples out immediately after the request is received, you are setting yourself up for a fast paced, successful PR campaign. It’s also a good idea to track your shipping orders so you know they’ve reached the media outlet well.

A few of our newest clients have followed these steps and are already receiving great coverage from the media. The Cupcake Tower landed a great early hit on AOL and Chilly Jilly is already scheduled for a feature in Woman’s World Magazine just a week into their campaign. When you’re ready for Pitch, there are no limitations on the things we can make happen for you and your company!

Andrea Evenson
Publicist

Well, not really. At least, net yet. But the talk show landscape is indeed changing. The Queen of daytime, Oprah Winfrey, announced she is retiring her talk show in 2011. While she has a full final season ahead, we’re already seeing the new race for ratings.

This fall, CBS is debuting a new show, The Talk, which will feature a panel of women including Julie Chen and Sharon Osbourne. No doubt this is a show meant to compete with the highly popular program, The View, which will enter its 14th season in September.

Also new this fall is The Nate Berkus Show. While he’s known for his interior design segments, producers for Nate Berkus tell me this talk show will include lifestyle and parenting segments as well. Ellen DeGeneres and Rachael Ray will enter their new seasons next month as they both continue to pull huge audiences. The Bonnie Hunt Show got the ax for 2011, but fans are currently rallying in an effort to bring it back. Then we have the media MD’s - The Doctors, The Dr. Oz Show and Dr. Phil.

All of these shows provide great PR opportunities. I’ve booked clients on everything from Rachael Ray to Oprah to The View with much success. All of these shows focus heavily on celebrity interviews, but they do break for lifestyle and consumer segments; showcasing unique consumer finds or invention stories. They also like experts and authors.

Talk shows are on summer hiatus for the weeks ahead but they’ll be back in September with new shows, new topics, new looks, new faces - and hopefully high ratings.

Oh, and late night will have another shake up this September, as Conan O’Brien returns - but this time on TBS.

Get out the remote control, there’s a lot to catch this Fall!

Ann Noder

We represent an array of consumer product companies. It’s one of our specialties. In the case of these innovation solutions and new brands, editors often want to see the product up-close and personal. After all, how can you test to see if a smart new pet dish really eliminates spills (www.neaterfeeder.com) or write about a scrumptious yet healthy bread option (www.speltrightbaking.com.) This means our clients have to send out product samples to interested press. But in turn, they get terrific editorial features that often include a real personal perspective - The “I tried it and love it” kind of write-up. In some cases, sharp high resolution images and a savvy pitch will do the trick and we’ll land a hit right away. But in other cases, the reporter wants to experience the product first-hand. It’s often the price you pay for an editorial feature.

We also often coordinate with editors on exclusive discounts and giveaways; both great ways to get media exposure. Woman’s World Magazine has an ongoing column featuring terrific products and offering their readers a chance to purchase at a small discount. The magazine directs its readers right to the product website and encourages them to type in a special code to get the special deal. We’ve coordinated this feature for many of our clients with much success and we’ve set-up similar discount editorials with Real Simple Magazine, All You and others!

Hybrid Mom Magazine is a terrific outlet that features the entrepreneurial story of mom-based companies. Along with an extensive Q & A feature, they also give away the product to a lucky reader. This adds more fun and interest to the story and is a win-win for the magazine and our client. We’ve set up these type of giveaways with many other outlets including Parenting Magazine, SheFinds.com, etc.

Along with the expense of hiring a public relations firm, companies have to plan to send out product for editorial review and giveaways. Remember; it’s still way cheaper than buying ads in those same publications. Some time you have to give a little, to get a lot.

Ann Noder

Truth is, I’ve been in the back to school spirit for months! That’s because we’ve been actively pitching several great companies for this type of seasonal feature and we’ve locked in tremendous coverage for the months ahead.

ReUsies (www.ReUsies.com) are an alternative to plastic sandwich and snack bags. Easy to watch and reuse, they also come in an array of styles, colors and sizes to make lunchtime fun.
Look for ReUsies in Hybrid Mom Magazine, Ser Padres Magazine, Working Mother Magazine, ParentsCanada Magazine, CafeMom.com, About.com, and many more!

The Original HomeWork Box is the first product in the Moms Made Easy line (www.momsmadeeasy.com.) Gone are the days of ripping apart the house on a last-minute search for a glue stick or a crazed hunt for a permission slip. The Original HomeWork Box is a hip-looking storage solution for school work.
For HomeWork Box, we’ve locked in Parenting Magazine, Woman’s World, ParentsCanada, New York Post, LA Parent, Orange County Register and many others.

Pitch is also working with Mommy Messages (lunch box notes), CastCoverz! (stylish covers for casts, splints, slings) and MiaMy (fun friendship jackets) which all lend themselves to great positioning for back to school. You’ll see all of these products featured by countless online editorials, magazines, newspaper and broadcast features in August and September!

I’ve blogged before about the importance of timeliness. But it truly is a key factor in PR. This is especially true for magazine editors who strictly feature items that coincide with the season.
Now those back to school August and September issues have gone to print and we’re moving on to the holidays! Mistletoe, hot chocolate and presents. Perfect for July, right?

Ann Noder

It may be blistering hot outside, but inside the offices of Good Housekeeping, Parents, Family Circle, and countless other national magazines, the chill of the holiday season is in the air. High profile publications such as these typically plan issues 5-6 months out. Which means if you have a product that would make a great Christmas gift, now is the time to start pitching these editors for consideration in their coveted holiday gift guides.

“It’s all about timing” is a key phrase in PR, and those savvy to it know the importance of pitching the media at the right time. Pitch client Mommy’s Messages has kept us busy with media outreach since May, which proved to be great timing for this product. With back to school coverage being a campaign goal, a slew of regional family magazine editors across the country have scheduled features in their August issues. Now, as back to school season nears, the Pitch team turns our focus to short lead media outlets such as key online sites, newspapers, and TV.

Timing is everything. Know your targeted media. Understand their editorial timelines and respect what is “current” for them.

Melanie Anderson
Publicist

Radio can be a terrific medium when it comes to publicity. Listeners are typically loyal and attentive. We just booked one of our clients for Martha Stewart Radio through Sirius Satellite. The show boasts 5 million listeners so this is a great opportunity for key exposure. Over time, we’ve worked with many other key radio outlets including syndicated shows which air on stations throughout the country. Now, there are also key internet radio stations - online broadcasts on various niche subjects from business to parenting.

When it comes to booking radio, producers are looking for compelling guests and experts. They want their listeners to walk away informed, enlightened and entertained. To secure the spot, we offer up key talking points that the guest can cover. This also helps keep the interview on track and focused. When an interview goes really well, the producer will often re-book the guest for additional shows. Tamara Monosoff, CEO of Mom Inventors Inc., has become a regular on ‘The Business of Life’ on KTVA-AM in Los Angeles as a result of her terrific initial interview.

Radio is no dying medium. It offers an excellent opportunity for consumer exposure. Maybe just not at 3:00 a.m.

Ann Noder

This coming weekend, most of us will be gleefully knee deep in all the usual traditions - picnics, parades and fireworks. But beneath all the fanfare of the 4th of July festivities, we all recognize having our freedom is most worth celebrating. In particular, freedom of speech is something more and more of us embrace and exercise not just with our family, friends and co-workers, but with the entire world, thanks to the Internet.

One particular form of online communication that continues to get people noticed is what I’m doing here - blogging. It’s by no means a new revelation but a timely subject and a good reminder of how putting yourself out there to be heard can be an effective tool to get noticed by the media. Taking the time to voice your insight and opinions about your service or product allows you to establish yourself as an authority in your line of work. This doesn’t always mean the media will seek you out, banging down your door for an interview, although that can certainly happen. More importantly and realistically from a publicity perspective is it can be a helpful tool to get you noticed when you are approaching members of the media. Sparking the interest of the press can be half the battle. If you can point to a variety of different content, including a history of pertinent and thoughtful blogs, it can become a great source for media to draw upon for quotes as well as seal the deal for interview opportunities.

Here are some tips to keep in mind to start or maintain a blog that stands out to the media:

-Newsworthy Content: It seems obvious that the best course of action is to write a blog worth reading but there are countless ones out there that don’t heed this advice. Engaging material that provides insight on new trends, issues, etc. related to your niche/expertise will keep newsmakers coming back for more.

-Pay Attention to the News: Current events that affect your business, whether in a negative or positive manner, can be the perfect blogging topic to showcase your viewpoint, one which the media might be hungry for and has not tapped into yet. For instance, if there is a safety concern reported on the news for the type of product you sell, posting a blog about what to look for or avoid when buying a product could be just what a reporter is seeking out for a follow up story.

-Be Consistent: Determine how often you want to blog and then stick with it. If you want to be taken seriously, be current in your posts. Nothing say you don’t care or perhaps don’t have anything relevant to say than to have your latest blog date back weeks or months ago.

-Be Detailed to a Point: So much to read online, so little time to do it. Get to the point while providing some meat to the matter and then stop there. Longer blogs are not unreasonable if the content warrants it but otherwise keeping it shorter increases the chances of it being read on a regular basis.

-Get the word out: Use social media sites like Twitter and Facebook to get noticed and connect with others and create word of mouth about your blog and ultimately about your business. Building a readership creates a presence for you when you’re introducing yourself to media.

The good news in this day and age there are some many different ways to reach out to the media and public. Blogging may be one of the older mediums in social media but it still remains one of the more effective ways to communicate your freedom of speech. Happy 4th of July!

Marybeth Grass
Pitch Media Coordinator