When it comes to promoting a product, whether physical or digital, a press release isn’t always the most effective approach. While media coverage is crucial for enhancing a company’s credibility and visibility, many product launches struggle to grab attention in traditional publications.
One key thing to keep in mind is that news articles primarily aim to inform and educate readers, not necessarily to promote products.
Why?
When a product gets inserted into a news story, it can feel forced or overly commercial, which might turn off readers who are looking for unbiased, quality information. This kind of placement can come off as a disguised sales pitch, reducing the effectiveness of the communication.
Moreover, news typically focuses on current events and topics of general interest. Products, especially tech or virtual ones, often don’t fit well into this narrative, making it challenging to promote them within a news context.
Be mindful of message saturation
Promoting a product in news publications can also face resistance due to the overwhelming number of commercial messages out there. Readers are constantly bombarded with ads and promotional content. When a product is featured in a news article, it can easily get lost in the noise, seen as just another advertisement.
So, what’s the best way of promoting a product?
Fortunately, there are other strategies that can be more effective and yield better results. Some are more focused and aligned with the target audience.
Digital marketing campaigns, influencer partnerships, and advertising in niche media are great ways to highlight the qualities and benefits of a product or service. These channels allow for a more detailed and personalized approach, which can leave a lasting, positive impression on consumers.
Does this mean PR strategies aren’t effective?
Not at all. However, they should encompass more than just pushing a product to truly enhance the company’s image. Press releases can be powerful tools for building reputation and generating interest, but they need to be used strategically, aligning the company or service with what consumers care about. Coverage in reputable media builds trust with consumers and investors.
News articles help manage brand perception, allowing companies to share achievements, respond to crises, and shape narratives that can influence their reputation. In competitive sectors, a strong media presence can highlight an organization’s strengths, positioning it as a leader or innovator.
When promoting a product, offer something in return
A great alternative for a PR strategy is to leverage market data or research. Recently, in a campaign we worked on, we positioned the company with a study on the use of AI in cyber threats within organizations.
The analysis was featured in outlets like Forbes, CNN, and IstoÉ Dinheiro, along with various specialized and regional publications, and we also secured podcast appearances for the spokesperson. In this case, a product can be included in the message, but in a subtle way that doesn’t undermine the news content or public interest.
So, what can we take away from all this? Communication today offers a wider range of options than ever. When it comes to a company’s reputation, different channels can complement each other, serving distinct goals and reaching diverse audiences. The key is knowing the right moment to invest in each one.
