Marketing: Pitching Products with Press Releases

Cake made using ZandaPanda bakeware

“How do I reach lifestyle journalists to pitch my ZandaPanda bakeware line? Do I use online press releases or track down individual journalists in my niche and pitch them in custom emails?” That’s the question Sandra raised in a comment on my blog post Online Press Releases: Intro, Video and Links.

Contact Journalists Both with Email and Calls

PR experts I know all agree that Sandra should both do a press release AND call journalists.

Michael Keaton, SCORE’s national Director of PR and Communications, states: “If you’re offering a new product or service, I suggest you try a news release. It’s a cheap and often effective method of building local awareness and word-of-mouth about your business.” Then use personal contact, he urges. “Call the journalist directly, ask them for a few minutes of their time, and talk to them about your product. Writers at small and mid-size newspapers would probably be more apt to take time to talk to you about this.”

Gordon Mayer, Vice President of Community Media Workshop, responded to my question with a post entitled On Press Releases and Pitching. He observes that in drafting the press release, “you create a script for your phone call.” The reverse is also true, he claims. “If you put together a great release, you should also pick three or four journalists and deliver the message personally.”

What Should be In a Press Release for a Product like ZandaPanda Bakeware?
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Leave a Comment November 25, 2008