Six PR Tools That Will Help Generate PR Product Coverage
When delivering a product launch any great PR company will always recommend product placement as part of their strategy.
By generating coverage in the right magazines or newspapers, brands can reach their target audience in a cost-effective way.
At DATS we have an experienced team of product PR pros that stay on top of what’s hot and who is writing about it day in and day out.
We combine our little black book of travel, fashion, retail, beauty and tech journalists with knowledge of the media and what people are searching for to get results for our clients. By introducing advocates in the media to their products, brands can build trust with consumers and drive sales.
A beauty product review from a respected writer like India Knight, who writes for the Sunday Times Style, can still sell a product out in minutes - I know because I try and buy pretty much everything she recommends every Sunday. For research of course…
Product media coverage can take time to generate but there are some tricks and tools we use to speed the process up a little.
Google Trends - Launching a product that’s super relevant? Prove it with data from Google Trends, which will help you analyse Google’s most searched terms right now. Not only can a bit of research help to make your product relevant, but it might help you to drive traffic and improve your search engine rating if you can generate coverage or links that tap into relevant search trends. It’s free too!
Roxhill - Other media databases are available but we love Roxhill. This is absolutely not a free tool but it is one that most PR people will tell you that they can’t do without. It provides media contacts, information about what key contacts have written about, some even allow you to issue releases and track who has opened them and more.
Readly - Not sure which titles are right for you? Readly provides access to stacks of magazines and newspapers for an incredibly reasonable monthly subscription. This isn’t just good for PR research - I fall down a magazine rabbit hole every Saturday morning. First homes, then food, then fashion…
Google Alerts - you’ve done your research, written your release and pitched a story - now it’s time to track the coverage. Google Alerts is the perfect free tool, searching every day for key terms and flagging up coverage as it happens. There isn’t a PR person alive who doesn’t get excited when a coverage alert lands in their inbox.
Response source - This nifty service provides a link between PR teams and media via email requests from journalists. It drops into our inboxes all day long with questions, case study and product requests that help us do our job as best we can.
#Journorequest - Journalists love Twitter - almost as much as I do (follow me @social_daisy) - and by searching the hashtag, you can see what they’re looking for in real-time and get in touch. And please, if they ask you to email them, don’t be tempted to slip into their DMs.