Tag Archive for: dtc product coverage

There are lots of reasons to invest in CPG PR, but no matter the reason, it’s an investment and you want your efforts to pay off, which is why you’re hiring a top-rated PR agency in the first place, right? Whether you’re trying to educate your customers about a distinctive ingredient, improve customer loyalty, invest in brand value or want a more straightforward approach to product inclusions in holiday gift guides, PR is not a set and forget it strategy, you can radically improve your outcomes with these three tips.

Maximize Your DTC or CPG PR

 

Multimedia for the Win

49% of journalists want pictures with the pitch. Owned media is an important tool for earned media. Having a variety of images of your CPG product images, both lifestyle, and product shots are helpful to busy journalists who don’t have time for multiple back and forth emails. Sometimes having the ideal lifestyle shot makes all the difference for busy editors who need a header shot for the story. In fact, journalists are 6X more likely to open pitches with multimedia, that’s a huge improvement when you consider that over half of journalists receive 50-100 pitches, PER DAY.

Images are the most common multimedia inclusions, but you can stand out with infographics, and social media posts too.

And data. Data is key. 39% of journalists want relevant data in the pitch. The funds for investigative polling are all but gone, if you conduct a consumer or industry poll and have fresh data, that’s news. And you can use that data in multiple ways, both for your own inside strategic planning and to secure media coverage.

Affiliate Links…For Journalists?

It’s not exactly news that media outlets are reshaping their revenue sources. Modern PR agencies understand the world is moving faster than ever and everyone in the media space is pressed for time and revenue.

For CPG or DTC products, having an affiliate program for media outlets increases the chances your product will get coverage in round-ups. Almost all media outlets are using affiliate links on their coverage, everyone from the Today Show to your local morning show. Being able to include an affiliate link in the coverage means your product may receive multiple pieces of coverage from one pitch.

Be Story Ready

When every company says it’s unique or revolutionary, it’s not eye-catching anymore. In fact, 100% of journalists roll their eyes when they see those words, because about .05% of the time, it’s true.

If you’re looking to leverage PR for things like features or newsjacking, be ready to help shape, inform and create the stories that will be attractive to the media. Even if you really DON’T have “any competitors,” you STILL need a story to get deeper more important coverage.

One PR professional said it best in an anonymous interview with Digiday: “It’s not enough to just be a disruptive DTC brand anymore. Brands need to figure out who they are, why they’re doing something so innovative and then work with us to tell that story.”

Your PR company needs to know that when they schedule a meeting with a journalist, you will respond in a timely manner. 1 in 4 journalists will block a publicist who fails to respond within the same day or a given deadline. If you’re not able to be available for journalists, say that upfront, to save face with journalists.

 

All statistics are from Cision State of Media Report 2022, unless otherwise noted. 

What’s the difference between PR vs publicity? At first glance, they look the same. Publicity is a specific tactic to attract media coverage, it might be good or bad coverage. Public relations is a holistic brand-building, loyalty building and trust-building strategy that includes positive media coverage.

Should you choose publicity or PR?

Most brands do not subscribe to the “all media coverage is good media coverage” philosophy and want ONLY positive media coverage, which is why most brands choose PR. PR refers to the deliberate efforts that organizations make to build and maintain positive relationships with the public. Public relations will create a path toward media coverage including key messaging, brand positioning, making the news, jumping in on breaking news, and strategizing positive company announcements. A PR strategy may also include a crisis communication plan which is important for any consumer brand, but especially DTC or CPG brands. PR is an investment in your brand’s reputation. If your business goal is to be the #1 brand against your competitors or to secure investment that launches you into hypergrowth, then you’ll definitely want to choose PR.

Publicity is a narrowly focused goal, any form of media coverage or exposure for an organization or individual. And it might be OK for a brand that just wants to get into gift guides, for example. That would be an example of publicity without the added benefit of public relations. If your key messages are solid, and you don’t need any additional help building the brand’s trust or loyalty, or your long-term reputation isn’t important, then publicity may be an option for you.

Long Term or Short Term Media Coverage?

Publicity is great for a blast of short-term coverage. Something consistent with a calendar event, or a word-of-mouth campaign with a celebrity for a product launch. Publicity is also great if your brand is willing to do “anything” for media coverage. Stunts in Times Square or the Santa Monica pier often get coverage simply because of the location and the unexpected commotion. That’s publicity. Another example of publicity is an April Fools stunt.

If you’re looking for consistent press coverage regardless of whether you have a product launch or an activation, then you definitely want PR. PR will enable your brand to build trust with your audience, while also building loyalty with your existing customers.

Rinse & Repeat or Bespoke?

Publicity tactics are very similar to one another. Your publicity in gift guides, for example, will also share coverage with other products and possibly even competitors. Think of a publicity campaign as a short-term boost to secure coverage, regardless of quality. If you simply need additional exposure for a specific period of time in order to get noticed by potential customers or clients, then publicity may be a cost-effective solution.

In contrast, public relations will develop custom strategies to build and manage your reputation, reach key audiences and achieve your business objectives through strategic messaging and tailored PR campaigns. With the right PR firm on your side, you can effectively reach your target audiences, build positive relationships with key stakeholders, and stand out from the crowd in today’s competitive marketplace.

 

Many people think public relations (PR) and publicity are synonymous, but there is actually a clear distinction between the two terms. If you’re interested in discussing the difference with Avaans, please contact us, we will help you decide based on your business goals and budget, which type of media coverage is best for you.