Getting your client’s brand, service or product editorial coverage in the media is one of the most credible ways to gain them third party-endorsed media exposure. As a PR account executive there’s nothing better than knowing that I was behind that well placed product feature in a title that my client had been hinting to be seen in.
However this doesn’t happen just out of luck, there is a real skill to securing the perfect product placement. Here’s my five step guide to mastering the art of editorial product placement.
1. **Do your homework**
Do your homework by spending time to research the right media titles for your audience, image and brand values – a one size approach doesn’t fit all. Get to know their style, tone and how your product could be tailored to fit. Never think about pitching to an editor without thoroughly knowing everything about their publication and writing style.
1. **Plan ahead **
Many publications will have forward feature lists or editorial calendars highlighting all the themes and deadlines they will be working towards over a six to twelve month period in advance. Personally request these calendars and talk to the editors about the features they’re planning well ahead of time. Knowing their themes and deadlines is essential when planning your product placement strategy.
1. **Build relationships **
Sending product features to an ‘info@’ email address or general news desk isn’t the best way of getting an editor’s attention. The product placement proposal, or idea, you’re trying to pitch will more than likely get lost in translation or bounced back and forth between different people. Building relationships with editors is critical when trying to identify feature opportunities, and ensure that they remember you when writing future features.
1. **Get in the picture **
Product placement is very visually led. Image content, size and quality can be make or break when editors are deciding to feature your product. Getting it right the first time is a huge time saver for the publication meaning that they don’t have to spend time resizing and changing the images themselves. It will also ensure your credibility and reputation amongst editors – from elaborate borders to fuzzy product pictures, you’d be surprised at what they get sent that ends up in the bin!
1. **And before you hit send…**
It may sound like a no-brainer but before you hit send double check the following:
– Make sure you have the right contact, at the right publication for the right feature
– Personalise the email as much as possible and show that you’ve done your homework
– Make sure your images are attached or clearly indicate your chosen method for sending over the images e.g. wetransfer
– Make sure your product descriptions and prices match up to the images being sent
Once you have made the email as clear, concise and as accurate as possible, making it super easy for an editor to pick up and use, then hit send, and don’t forget to follow-up!