If you’re launching a new product, it’s important to consider who you want to reach with your press release. You can choose to target consumers, or you can target the press. The choice will depend on the nature of your product and how much exposure you want to give it.
00:04 Who to Target When Writing a Press Release For Your New Product
00:23 If Your Product is Aimed at Consumers, Focus on Writing Interesting PRs
00:54 If You Want to Generate Buzz Around Your Product, Target the Press
01:11 Go For Smaller, Niche-Focused Outlets
If your product is aimed at consumers, then you’ll want to focus on writing your press release in a way that makes it easy for people who are interested in what you’re selling to understand why they should care. You can do this by including information about how the product works and why it’s useful, as well as any benefits it might provide users. You should also make sure that all of your marketing materials have consistent branding so people know who made the product and can find more information about them online if needed.
If your goal is simply to get more people talking about your brand or company name, then targeting the press may be a better option since they’ll likely be able to write articles about your new product that’ll reach a wider audience than just consumers who visit retail stores everyday.
While it may seem like the obvious choice is to contact big-name publications, it’s not always the case. In fact, many of these publications have their own content teams who write articles on their website. Instead of contacting these publications directly, it’s better to reach out to smaller news outlets and bloggers with a more niche audience. These are the people who are most likely going to be interested in your product and write about it on their own blogs or websites. This way, you can receive exposure from multiple sources instead of just one.
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