Using PR for a Product Introduction in Web 2.0
- Jul 4, 2017
- 3 min read
Public Relations can be used as a product or service introduction campaign. “If you are planning to launch a new product or business, you need an effective public relations strategy to tell the world about your endeavor” according the 5W Public Relations website. The site also points out that in today’s information environment, businesses have more choices than ever when choosing a PR strategy – including “traditional offline” and “online” PR methods to accomplish one’s communication goals (5W, 2014).
Several processes can be used to make a campaign effective. “Public relations (PR) is the process of generating positive media coverage for a company,” according to Kristina Allen who wrote an article on the topic. Some of the things that Allen suggests for PR professionals include; generating a media list, writing press releases, promoting stories, facilitating key company staff interviews, generating product images to accompany your releases, and following up with the media in retrospect (Allen, 2017).
The 5W website mentioned earlier has some similar suggestions – including press releases, free samples and giveaways, teaming up with a business partner, events, videos, and other creative use of public relations endeavors (5W, 2014). According to a CP Communications blog, Apple, is one of the best companies that is able to “created a buzz” around their new products. According to a CP Communications blog, Apple was able to “to attract potential customers, gain the media’s interest and promote sales” by using PR to introduce its iPhone 5 (CP Communications, 2017). They seem to do a good job of this each time they introduce a new product.
The CP Communications blog suggest some of the same traditional suggestions offered by the two previous sources; however, it adds a little more flavor by adding the Web 2.0 aspect. How do you create a buzz around your product? In addition to what has been mentioned thus far, the blog puts emphasizes the use of social media and getting a conversation started out there about the product through either a “sneak peek” or a pre-release product test. “If done successfully, engaging followers on social media will promote the sharing of information about the product and generate a buzz around the launch,” according to the online article. Another way is to engage online is to work with product reviews and attracting influencers to your communication efforts (CP Communications, 2017).
In Putting the Public Back in Public Relations, Brian Solis and Deidre Breakenridge refer to this process of engaging influencers as “the conversation.” The entire book is dedicated to, as you can tell from the title, rejuvenating the PR efforts of PR professionals in today’s PR market of information. “In the new world of PR, communications professionals must listen to and observe (and sometimes engage) today’s world of new influencers.” Solis and Breakenridge point out that these influencers, due to Web 2.0, include wide range of individuals – including “customers, peers, employees, partners, enthusiasts, influential bloggers, reporters or analysts” (Solis & Breakenridge, 2009).
This paper began with a discussion of how PR can help with product introductions, moving then to how Web 2.0 has added a new dimension to this notion. In the spirit of Solis and Breakenridge, PR professionals need to look beyond traditional methods and get on board with Web 2.0, especially when promoting new products.
References
5W (2014) . How PR Can Help You REALLY Launch Your Product or Idea . December 2014 . retrieved from http://www.5wpr.com/new/launch-pr/
Allen, K (2017) . How to Use a Public Relations Tactic to Promote Products or Services . blog . Chron . retrieved July 4, 2017 from http://smallbusiness.chron.com/use-public-relations-tactic-promote-products-services-12258.html
CP Communications (2017) . Be like Apple and use clever PR to launch your new product . blog . retrieved July 4, 2017 from https://publicrelationssydney.com.au/be-like-apple-and-use-clever-pr-to-launch-your-new-product/
Solis, B. & Breakenridge, D. (2009) . Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR . Pearson Education . Upper Saddle, N.J. 2009
Comments