You’ve designed a product you know is great. But it really doesn’t matter if you can sing your product’s praises from noon till night. You need others to, too. Many inventors seek publicity at some point or another. Curious about how best to do so? I interviewed President Todd Brabender of the PR firm “Spread the News PR Inc.”, for answers. “Spread the News” specializes in generating widespread media attention for innovative products and services – as a former news man, I knew Brabender could offer some special insight.
It’s been my personal observation that PR is often more powerful than advertising. Brabender helped clarify why.
“The credibility of PR is through the roof. Essentially, it’s a third party endorsement. If a monkey had the money to buy advertising space, it could. Anyone can say whatever he or she wants in an advertisement. You can describe your product or service with superlatives and make claims of greatness, but the consumer knows it’s yet to go through the media filter. If a product or service makes it on to the pages of magazine or the airwaves of a news station, the media has validated the product.”
His conclusion was simple: you can’t put a price on PR. But unfortunately, PR itself is often quite pricey. What can inventors do themselves to generate media attention?
“It’s simple: make the media’s job as easy as possible. As a former newsman, I know how the process works. In any given week, we received hundreds of press kits and releases. We usually chose stories based on how easy they were to cover; although others might have been equally or more interesting, if we couldn’t contact the necessary people, or there wasn’t enough background information presented to create a text, we moved on,” Brabender explained.
Brabender also highlighted the importance of providing high-resolution photos and working on the media’s timetable.
“If the media asks for a photo, provide one immediately. The deadlines the media work with are unlike any other industries: when they need something, they need it now. If you don’t get something to them fast enough, they’ll move on.”
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