Creating an engaging PR story for a previously unknown product is essential for breaking through in the competitive market. The future is packed with new products and technologies, and while some may be received skeptically or remain unnoticed, others will find their niche and lead the competition. Here is a strategy to craft a thoughtful and consistent PR strategy for an innovative idea.
Understanding the Product’s Need
Before launching a PR campaign, it is crucial to identify the product’s innovative aspect. Every product should offer something new that wasn’t available from competitors or predecessors. The development of interest will depend on its reach and exposure. This can be determined through surveys and market analysis.
Defining the Reason to Buy (RTB)
Identifying clear reasons for the target audience to switch their attention to a new solution is vital. For instance, referring to Maslow’s hierarchy of needs helps predict these reasons. Factors influencing purchasing decisions include meeting everyday needs, scarcity, prestige, brand recognition, uniqueness, empathy, pricing, and replacing an old favorite.
Deciding Who and Where to Tell About the Product
Depending on the size of the intended audience, choose between traditional media and/or social networks for PR. Traditional tools like print, radio, and television can provide the broadest coverage. For products that are new to the world, it is best to use PR in innovative ways that were traditionally executed through mass media like television. An example is how Starbucks started with a niche approach in Seattle, USA.
Utilizing Various Channels for Audience Engagement
Experts advise using a mix of channels to find and communicate with the audience, including social media, collaborations with bloggers, and partnerships. These options are suitable for attracting attention to a new product.
Planning Resources and Budget for the PR Campaign
Media are interested in unique news triggers that have not been published before. In some Western media spaces, businesses sometimes use controversies or provocations to draw attention to new products. However, for some types of goods, it is better to use consistent methods of interaction with the media, focusing on expertise and authority.
An unknown product needs to be highlighted consistently. Without media interaction, creating successful PR campaigns for a new product is possible, but it will be long and challenging. Plan your strategy and sequence of materials on any topic together with experts to ensure your new product makes a significant impact.
