PR: Free Advertising ... If Done Right

An often-forgotten part of the marketing and circulation plan for a catalog company, especially a small- to medium-sized catalog, is public relations (PR).

Although the PR, or communications, department is an important part of many corporate structures, it rarely has any formal structure within smaller-sized catalog companies.

But PR can be a very effective tool, if used in conjunction with the other components of a comprehensive marketing plan. Capitalizing on PR opportunities takes dedicated effort either by someone in-house, or through an outside PR firm.

Although the media exposure itself might be free, you’re going to have to spend some time, money or both on getting your PR campaigns up and running.

For a small company with a limited marketing budget, I recommend beginning some efforts on your own. Pick someone in your organization who is smart, energetic and able to focus on this project for a period of time—perhaps an administrative assistant, junior marketing associate or a bright intern. There are many books and Web sites available that can help your staff learn the basics of PR, which include writing press releases and formatting lists of appropriate media contacts.

From a managerial perspective, however, be sure that all press releases or other PR materials destined to leave your building first are read by someone in management. Be sure the information casts the company in its best possible light.

The following information can help your targeting efforts.

Magazines

Magazine editors always are looking for interesting, informative and timely content for their readers. You want to look for magazines in which your information would be a good fit with the content.

When targeting your message to consumer magazines, focus on your products that provide interesting or unusual benefits to shoppers while also representing your brand. If the product isn’t representative of other kinds of products you sell, the customer gained through some free PR may not become a repeat buyer. Remember, as with all advertising, you’re not looking just to sell a single product; rather, your goal should be to capture potential long-term customers.

If you need more information on the magazine, call its advertising department and ask for a media kit. These outline the publication’s positioning in its market, reader demographics and size of readership. Often times, abbreviated versions of media kits can be downloaded from a magazine’s Web site.

Once you’ve selected appropriate magazines, prepare a packet with information on your product and company, and a short article (say, 500 to 800 words) about the product. The article should focus on the product’s benefit to the consumer, not on the product features or on the company.

If the product has a low cost, consider including a sample. (Caveat: Some publications strictly prohibit editors from accepting gifts. Small token items, however, may be all right.) Also, be sure the product is seasonally appropriate, because your packet probably will be evaluated immediately. If there isn’t a current use for it, it may get tossed.

However, many magazines need last-minute material to fill space, and if your package arrives at the right time, you may be the answer to an editor’s prayer.

Newspapers

A steady flow of special feature content in national and local newspapers is even more critical since these editors have to fill editorial space day in and day out. The same packet you prepared for the magazines can be used for newspapers. Target large regional or national papers, as well as local newspapers.

Television

• Local network and cable TV: Local TV stations also are looking for products or services to feature on morning or lunchtime local programming. A packet similar to what you send magazines may get your product noticed and discussed by a special features correspondent.

For local stations or other major market stations, you may want to suggest a personality from your company make an appearance, especially if that person has a charismatic personality.

• National television: National network channels also do features on products during morning programs (e.g., “Today” and “Good Morning America”). For better exposure opportunities, include samples of your products. This makes a bigger impact and helps get your package through an initial opener/screener and on to someone who will be making the decision about editorial coverage. The more intriguing your initial contact, the more likely you’ll be to get noticed.

• Syndicated and network talk shows: These offer some of the best exposure opportunities for catalogers—the demographics are a good match for the catalog industry. We all know of examples of products, books, musical artists and more whose sales have exploded after appearances on “Rosie,” “Oprah” or late-night talk shows.

PR Firms Can Help

For medium- to larger-sized catalogers with the right resources available, engaging a PR agency may be a better way to go. The agency will have experience—and more importantly—contacts at these publications and TV shows. Getting your packet of materials to the right person in these media outlets can make the difference between being in the inbox of the decision-maker and the trash can in the mail room.

Either way you go—with an agency or an attempt on your own—your packet must be unique, exciting and well-presented to get the attention of the recipient. Be sure you have an intriguing product at the core of the effort and the presentation of your product is professional and compelling.

If you get selected for inclusion in some media, chances are you may not know about it. In some cases you may get contacted for information, but in others you’ll just get exposure. So it’s important to communicate inside your company. Be sure your call center and Web site employees know what you’ve sent in your PR packets as potential features.

In this way, they’ll be prepared to take calls or e-mails from people who’ve seen the PR exposure. Also, have a special section on your Web site for the information, and feature those products you know to be candidates for coverage in other media channels.

Remember, it’ll likely take several attempts (the same packet or different packets) before your timing is just right and you get noticed. Send press packets on a regular basis—weekly, monthly or bi-monthly. Be persistent.

Phil Minix is the managing director of catalogs for Reiman Publications. You can reach him via e-mail at pminix@reimanpub.com.