Summary
Having a product reviewed by a high profile publication or blogger can be a tremendously powerful boost in sales and overall popularity – especially for a new start-up or small business looking to make its mark. The opposite is true if the review turns out badly. Journalists and bloggers can make demanding ‘customers’ so companies looking to set up reviews must do so with the right preparation and approach.
Distinct Public Relations has run very successful product review programs for many clients over the years and in fact our team won an international PR award from the CIPR for one of our product review programs. Essentially a product review program is a form of media relations. We work with clients to put the right procedures in place, we develop a highly targeted press list, we handle the pitching, the ongoing liaison, set-up accompanying face to face or phone briefings (when rqd) and help clients to get maximum ongoing benefits from published reviews.
Highlights
- Puts the product in front of key journalists and bloggers
- Journalist reviews are considered by the public to be independent and generally carry more weight that customer reviews
- Published reviews reach well-established readerships – spreading the word far and fast about your product
Typical Components
- Set-up of product review procedures
- Development of bespoke target Media list
- Media pitch, set-up and liaison
- Accompanying press briefings
- Post-review promotional activity