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If you are going to launch a new product try to secure products to be used for product reviews ahead of time. Once you have the products, determine which media you need to send it to for maximum exposure.
Then find out who the journalist is that focuses on that particular section of the publication or program — be it technology or cosmetics. Keep in mind that monthly publications usually have three-month lead times so it is important to plan well in advance.
If you are granted the opportunity, you can courier or hand-deliver the product to the journalist. Give attention to the packaging to ensure it still represents your brand in the best way possible.
Include a letter with details about the package, especially if there are many parts to it. For instance, mobile phones come with chargers, earphones, covers and much more so it is easy for the journalist to lose some parts and forget to send it back after the review.
Give the journalist sufficient time to review the product. For instance, to review a mobile phone could take a week, but to review a new software package could take up to three weeks.
Consider this process and the effort that was put into it next time you read about a new product and glance over a product review. There are more detailed aspects to consider, but this outline should give you a better understanding of the process and the value of product reviews.
For strategic input and assistance with product reviews, please contact info owitz. Whatever the format of your launch, there are three groups of people you need to inform about your growth and development:.
The company and its stakeholders should be the first to know about the exciting developments and sufficient information should be shared in the most appropriate way.
Be it small team meetings or a big company announcement during an internal event. The different sales teams should also understand the new product perfectly and they should be able to implement any new systems or processes to ensure smooth handling of new orders.
This helps you to answer internal questions and also enables the staff to answer any questions they might receive in the correct way.
Also ensure that all spokespeople are updated on new messaging and ready to talk about the product in different settings.
Keep in mind that your staff could be so excited that they tell the world on social media platforms about the new product, so the timing of the announcement should be chosen carefully.
Also consider the time you announce this to the media to ensure good coverage. By announcing your launch to the media, you could receive much needed coverage on the product.
Instead of only spending your budget on advertising where relevant , rather ensure the applicable media is informed through:.
Your key target markets should read about your new offer in the press, but there are also other cost effective ways to inform and up-sell the product:.
There are more detailed aspects to consider, but this outline should help to announce your exciting news and get a kick-start with the new campaign.
For strategic input and assistance with your upcoming launch, please contact info owitz. To be interviewed for a feature article positions the spokesperson as a thought leader and is very valuable coverage for the company.
For more detailed information and examples of the above-mentioned types of coverage, please contact info owitz. However, investigative journalism expects answers to tough questions, which could be difficult to answer.
When challenged with these type of interviews, inexperienced and nervous spokespeople have created more negative publicity with the way they responded instead of taking advantage of the situation to turn it into valuable publicity.
This in turn motivates people to suspect that they cannot trust the company and its leadership. Additionally, being interviewed allows the company to share the solution to the problem and how the team aims to rectify the situation, which will help to create positive perceptions and ease-of-mind again.
As a spokesperson it is imperative and advisable to do media training to ensure you are prepared to handle media queries. It will also give you the needed confidence to represent the company effectively while sharing corporate messaging in the appropriate way.
Through media training, spokespeople are taught important techniques, such as the bridging technique, to handle interviews professionally.
A media training refresher or update could also prove valuable if you had media training before the days of social media.
Speak to your PR team to ensure you are equipped and ready for upcoming interviews. For more information regarding media training and strategic input please contact info owitz.
It is so easy to follow the latest trends and give attention to hot topics without giving careful consideration to how your clients or customers will react if you implement such changes.
It is wise to determine if they are able to use the method of communication and if they have access to the needed technology you aim to implement, before you invest in it.
On the other hand, your customers and clients are getting more savvy and usually prefers more effective ways of communication, therefore we have to ensure that we offer the quick adopters a better way of communication.
This indicates the value of a clear target market analysis. Instead of focusing on the basics in terms of geographical, income, age and LSM Living Standards Measure information, give attention to their ideal ways of communication and their preferred frequency without bombarding them as well.
From a PR point of view it is important to adjust your message to ensure it can be used as a press release, a FaceBook update, a Tweet, an SMS message, an e-mail, printed letter, tablet format, newsletter content and even for blog sites.
Perhaps it is time to review your methods of communication and ask your target market what they prefer — you might be surprised to hear what they say.
This will enable you to adjust and ensure you have more satisfied customers and clients, while becoming more successful.
For more information and strategic input please contact info owitz. In the previous issue the importance of and differences between business objectives and communications objectives were discussed.
Once the objectives have been established it is wise to do a SWOT analysis to get a clear picture of the current state of the business and additional opportunities to explore.
To guide the communication plan development look at the following:. This should be a good starting point, but for more information and strategic input please contact info owitz.
The business objectives form the starting point of the communications strategy. The communication objectives should support the business objectives and if these are not aligned, the likelihood that management will be satisfied with the PR and marketing efforts is slim.
The company needs to know where it wants to go before PR and marketing can recommend the type of transport to take. To create positive awareness and brand alignment by launching the new product in an innovative way and executing targeted sales promotions to support sales initiatives by 30 November This will guide the communications team to select the best tactics press releases, advertorials etc.
It is easy and exciting to come up with a promotion or special offer for new customers and clients to ensure sales targets are met.
However, how much thought is put into retaining existing customers and clients — the people who have kept the business going and who have carried the business to the level it is at now?
What is done to incentivise them? As human beings, we want to feel valued and experience value for the money we spend on services and products.
Remember to ensure that whatever you do is in line with the corporate image and shares a positive message in line with the corporate messaging.
For help on these elements and to look at ways to make your clients or customers feel valued, please contact info owitz. You need to press the blue button again to continue the game.
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Knowing the Media Category: Are You Hearing Me? Product Reviews — Ensuring The Media Write About Your Product We all know that we are influenced by the media and our decisions to buy a new product or pay for a service are often based on what they say about a product or service.
The media enjoys and values support from companies through the products they receive to review. It enables them to share the latest news on new products sometimes not event launched yet and to supply their readers with exciting information other publications might not have yet.
Instead of only spending big budgets on advertising, remember that Public Relations is about managing perceptions, which is possible through product reviews.
Readers know when advertising is paid for and when a product receives a positive and objective review from a journalist. It often carries more weight and could have a bigger impact than the advertisement.
However, with certain products, aimed at specific markets, advertising is very important and should be given the needed attention.
From a PR point of view, a good product review is a big hit. How does it work? Support the journalist with excellent product photography, statistics and information.
Arrange the return of the product and thank the journalist. Then keep your eyes open for the coverage. By Rianette Leibowitz Owitz Communications.
Whatever the format of your launch, there are three groups of people you need to inform about your growth and development: Internal and Stakeholder Communication: Include the information in the following: Educate the staff by doing the needed training.
Display new products and let them experience the product for themselves. Instead of only spending your budget on advertising where relevant , rather ensure the applicable media is informed through: A press release announcing availability, recommended retail price and where it can be bought.
Your key target markets should read about your new offer in the press, but there are also other cost effective ways to inform and up-sell the product: Social media profile pages.
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