Public Relations: Well-planned & Executed Product Publicity Programs Generate Valuable Sales Leads
The purpose of product publicity is to support sales. A well-planned and executed product publicity program will generate valuable sales leads. It creates awareness in the marketplace of your company’s name, products, capabilities, personnel and expertise.
For the most part, news releases, feature articles and case studies are read and evaluated by the trade press. Editors rely heavily on publicity material to fill out their issues, especially in today’s new media where an editor must produce a print as well as an online edition.
Few, if any, B2B publications have editorial staffs large enough to cover everything that’s happening in a particular industry. Therefore, editors seek and welcome assistance from competent PR people, whether at the corporate or agency level.
A major benefit of product publicity, as compared to advertising, is believability. A product story that appears in the editorial pages has been evaluated by an editor. It is, in effect, a third party endorsement. Sometimes, an article will generate more sales leads than an ad for the same product.
Another important advantage of product publicity is the range of distribution. Few companies have advertising budgets large enough to permit scheduling a product ad in every trade publication in a particular industry. But the cost of producing a news release and distributing that release to 25, 50 or 200 publications gives you a much better return on investment.