How To Get Your Product Biz Featured in Big Name Media with the Hosts of The Product Boss Podcast

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How Product Owners can Increase Revenue and Business Opportunities in Q4 with PR

Whether you sell handmade jewelry, artisanal soaps, or innovative tech gadgets, getting your product in front of the right audience consistently is crucial to growing your brand sustainably. While social media can play a significant role in your marketing strategy, there's an often overlooked avenue that can provide incredible results without spending hours editing videos in hopes of going viral—Public Relations (PR).

The Changing Landscape of PR

Traditionally, PR might have seemed like an exclusive club that only well-connected entrepreneurs could access. However, PR is changing, and it's becoming more accessible to everyone. You no longer need to depend solely on someone else's connections or hire an expensive publicist to get your product noticed. The gatekeepers of traditional media are no longer the only ones holding the keys to your story. You have the power to push down the gates yourself, and we're here to guide you on how to do just that.

The CPR Method: Proven Pitch Framework

1. Credibility (C): Start your pitch by establishing your credibility. You might be wondering how to do this if you're a small business owner without a long list of accomplishments. But credibility doesn't necessarily mean you need a laundry list of achievements. A simple sentence about your experience or your unique perspective can suffice. For example, "I am a founder that has experienced X first hand.?

2. Point of View (P): Journalists are looking for experts who can provide a unique perspective or valuable insights. Your pitch should position you as an expert, not just a salesperson. This part of the pitch should convey why your product or story matters in the context of a larger trend or issue. For instance, if you sell skincare products, your point of view might be noticing how consumers are getting annoyed having to completely switch up their skincare routine in the cold winter months vs hot summer.?

3. Relevance (R): Relevance is the most critical element of your pitch. It's what ties your story to the season, trend, or current events going on. Whether it's the holiday season, graduation season, reaction to a new policy or any other relevant time frame, your pitch should clearly explain why your product or story is timely and deserves attention NOW, and not 5 years from now.

Cold Pitching: Making the First Move

Cold pitching may sound intimidating, but it's a necessary step in the PR process. It’s not like you’re getting hung up on mid introduction, or a door slammed in your face. The goal of a cold pitch email or DM is not to write the entire story for the journalist but to pique their interest enough to get a response. Remember, you're not sending a sales pitch; you're initiating a value-driven conversation trying to get the journalist interested in hearing more. So you don’t need to be an amazing writer or experienced sales person!

Here are some tips for effective cold pitching:

1. Timing: Send your pitch emails on Mondays, Tuesdays, or Wednesdays around 9 a.m. This ensures your email is at the top of the journalist's inbox when they start their day.

2. Subject Lines: Craft concise and specific subject lines that encapsulate your pitch's main idea. Avoid spammy or misleading subject lines.

3. Follow-Up: After sending your pitch email, follow up on social media within 24 hours. Engage with the journalist's content and politely remind them to check their email.

4. Email Tracking: Use email tracking tools to monitor whether your emails have been opened. This helps you gauge interest and follow up strategically.

5. Persistence: Don't be discouraged by rejections or crickets. Aim to receive at least five rejections per week, as it means you're actively pitching and gaining experience.

The Versatility of the CPR Method

The CPR Method is not limited to securing traditional media coverage like articles. It can be applied to various PR opportunities, including podcasts, speaking engagements, partnerships, awards, grants, product placements, and more. Pitching is really the ability to confidently go after any opportunity you desire by positioning yourself as a reliable, valuable expert. Here are a few examples:

Examples of CPR in Action

Let's explore some real-world examples of how product owners have used the CPR Method to secure media coverage:

1. Zero Waste Soap Brand: The founder of a zero waste soap brand positioned herself as an expert in conscious consumerism. Her pitch emphasized her commitment to sustainability and how her product addressed the issue of single-use plastics during COVID, a highly relevant topic. This approach led to features in Martha Stewart, Apartment Therapy, Philly Magazine, and even recognition as a finalist in the Target Retail Accelerator program.

2. Jewelry Maker: Another entrepreneur, a certified gemologist, used her expertise to pitch a story about choosing hypoallergenic metals for summer jewelry. She highlighted potential sensitivities during the summer, making her product relevant and helpful to readers.

3. Moisturizing Stick Creator: A founder who created moisturizing sticks for on-the-go use focused her pitch on "Three Must-Haves for Your Poolside Bag." By linking her product to a summer-related topic, she easily gained media coverage and expanded her reach.

4. Waterproof Bag: A military spouse who designed multi-purpose bags with waterproof lining leveraged the CPR Method to pitch her story relating her product to parents' needs during the pandemic, particularly for travel with children.?

In all these examples, the founders went beyond merely promoting their products; they positioned themselves as experts and connected their stories to relevant trends, seasons, or issues.