Earned publicity with practical advice can make a new product stand out

To create more awareness for a product, nothing beats earned publicity with practical advice that helps people envision how they will use it in their everyday lives. Our goal in arranging media coverage is to give audiences strong reasons for trying our clients’ products. Food swap ideas are trendy! That’s why our client, Pyure Organic Stevia, was thrilled with this interview on Washington, DC’s morning show, Eye Opener. We knew just how to serve up a great food-swap segment by arranging for a well-known expert to talk about ditching sugary drinks for healthier options sweetened with our client’s product.

Media coverage affords plenty of time to position the product in a way that will create a desire. In this interview, Dr. Felicia Stoler had lots of time to draw in viewers and deliver the products’ value points. All consumers want the same thing: products that will make their lives better or easier in some way. Our client loved that their zero-calorie product was featured in this interview as a simple swap with obvious benefits. “One source of extra calories in the American diet is through beverages,” Stoler told viewers. “We really want to find some way to reduce caloric intake. The good news is stevia is not considered an artificial sweetener. It’s a natural product. It comes from a plant. It’s organic and non-GMO.” Viewers learned easy ways to use our client’s product in place of sugar, even while baking.

This publicity helped build a rapport between Washington, D.C. viewers and our client by demonstrating how easy Pyure Organic Stevia is to incorporate into people’s everyday lives.

Using publicity to create demand for a new or relatively unknown product requires a certain skill set. We used our creativity and experience to hit this client’s sweet spot with this interview, as Media Relations has done for thousands of other products. We can do the same for your product.

Request a free publicity estimate. We will show you how to use all facets of your marketing campaign to really give your product a publicity boost.

Written by Gail Brandt

Senior Publicist Gail Brandt sinks her teeth into a project and makes things happen. She impresses everyone with her out-of-the-box thinking and her ability to devise new ways to excite the media about a story.  She has repeatedly earned company honors for the quantity and caliber of her media placements, and has booked clients in such prestigious media outlets as Woman’s World, Shape, Good Morning America and on TV stations across America.

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