Media Relations and Your Catalog (940 words)
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The benefits of placement in the consumer media are to "break free of the clutter," to build brand and to showcase for consumers why your product is "unique"—though beware, it's an overused word in PR!
Some PR pitfalls to avoid
Jack Baer, a partner with Muldoon & Baer catalog consultancy in Sugarloaf Key, FL, offers a caveat to using PR: A press placement can get you a lot of catalog requests, but will the requesters convert to buyers? With an outlay of tens of thousands of dollars, those conversions are important. Baer recommends targeting niche publications that match your product line. "If you're selling running shoes, and you get an article in Runner's World, it will be great—[requesters] will convert," he says.
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