A step-by-step guide: How to PR your brand
Whether you’re a hypnotist, you’re selling software to HR professionals, you’re an online sex toy retailer or an Edinburgh based restaurant – the general blue print for getting publicity for your brand is the same (posh PR agencies just make it sound complicated so they can justify their large, pricey retainers).
On this page we will talk in detail about the 6-key activities you can do to get exposure for your brand, what kind of press coverage they can offer and how to secure those column inches
As ever, PR is best not done in a vacuum, the more of these activities you can do, the better – it all tends to work exponentially!
TOP TIP: Don’t get too focused on the type of press you want (either the content or the publication – e.g. “I just want product reviews / line-ups”) – it’s a rookie error. Remember, it’s about building credibility, brand awareness and SEO – the enquires & sales will follow!
Promoting News
Sharing news with the media - from new products, services, locations and events
Promoting the Brand / Products / Services / Events
Getting your brand / products / services or events on the radar of key-journalists will help get you featured in line-ups, listicles, gift-guides or photoshoots.
Inviting Reviews
Want your product, service or event to get a big thumbs up from the press? Invite them to review.
Promoting Personal Interest Stories
The press is littered with personal interest stories. Have you, your staff or your customers got interesting stories to share (that can then plug your brand)? Get in touch with the press.
Offering Expertise
Journalists need expert content from expert comments to expert insights & interviews. If you're an expert in a field - share that expertise and plug yourself and your brand in the process.
Using Celebrities
Celebrities are walking and talking billboards. Get them to promote your brand and sky-rocket your brand's exposure.
Promoting News
A news story is just that – it’s an interesting, newsworthy story.
Is there a novel / new product or service being launched (or can you create one that would tie into anything topical)?
Is there an interesting event being planned?
Would the story be interesting to the national press or the local press (or both)?
What type of press will I get?
News stories are a great way to get press and the type of articles you can secure vary wildly:
For New Products
You could get a news article announcing your new novel product or you could have a journalist ask to review your product for a review feature or line-up piece.
For New Services
You could get a news article announcing your new service / offering or you could have a journalist ask to review your service / offering for a review feature or line-up piece.
For New Events
You could get a news article announcing your event (it’s called a preview) or you could have a journalist ask to come and review or attend the event for a review feature or line-up piece (if it’s a recurring event).
Here’s examples of the three types of press news stories can generate:
News Article
Example: Dick on a Stick were featured in the Daily Star
Line-up
Example: Hello Magazine featured Vie Aesthetics in a line-up of things to do that week
Review (rare)
Example: Stylist Magazine reviewed MoonBird and published their review online
How can I get press from a news story?
Sending out a News Press Release
Writing up and sending out a News Press Release to relevant publications.
Replying to Journo Requests looking for news stories
Looking out for journo requests that are looking for your type of story or where your story would fit in nicely.
Promoting the Brand, Product, Service & Events
For existing brands, products, services or events, you’ll want to make sure that key-journalists are aware of them for various line-ups, listicles, gift guides and even photoshoots.
What type of press will I get?
Brands, products, services & events are featured in line-ups, listicles, gift guides and sometimes, photoshoots.
Line-up
Example: Kaytea's Sleeping Beauty tea was featured in a line-up for 'the best teas for sleep' after we pitched it to the journalist (journo request).
Gift Guide
Example: Birchall Tea & Rossella Ristorante products featured in Xmas gift guide after we pitched them to the journalist (journo request).
How can I get press from promoting product(s)?
Sending out a News Press Release
Writing up and sending out a News Press Release to relevant publications (see News, above).
Sending out a Brand / Product / Service / Event Press Release
Writing up & sending out a Brand/Product/Service/Event Press Release (an A4 document with details).
Replying to Journo Requests looking to feature products
Looking out for journo requests that are looking for your type of brand, product, event or service to feature.
Inviting Reviews
Do you have something to review? A product, event or service?
If it’s outside of London, would the London-based (national press) be keen to travel? If not,
does it just suit local publications?
What type of press will I get?
Two things will happen here, a journalist will either tell you what they plan to do with it or
they won’t.
Regardless, we’d always recommend that if a respected journalist asks to review something (even if they say they don’t have a home for it yet), it’s useful to say yes.
Usually you’re rewarded for it in the long run.
Reviews are either featured as review pieces or featured in line-ups / gift guides or listicles:
How can I get press from reviews?
Sending out a News Press Release
Writing up and sending out a News Press Release to relevant publications (see News, above).
Sending out a Brand / Product Press Release
Writing up & sending out a Brand / Product/Service/Event Press Release (an A4 document with details about brand(s), product(s), service(s), event(s) inviting the press to review.
Replying to Journo Requests looking to review
Looking out for journo requests that are looking for your type of product, event or service to review.
Sending products to keen journalists (for products)
Journalists who regularly review products or produce line-ups, gift guides or listicles are usually more than happy to be sent relevant products to try out.
Promoting Personal Interest Stories
This is a similar concept to a news story but this time the news content comes from people’s stories.
Do you have a juicy Founder’s story?
Do you have any interesting stories from customers using the brand?
Do you have any interesting stories from employees (that you can bring back to the brand)?
If the answer is yes – you have a personal interest story to promote!
What type of press will I get?
You’ll bag yourself a news story (typically this is a feature all about the person in question).
Usually, the person will be interviewed by the press and sometimes they might even get a read through before it’s published.
There’s usually a quid-pro-quo from the publishers – usually a nice mention of your brand and/or a small fee (£100-500) for the person in question.
News story
Example: Huib Maat, founder of Pairfum, told his story and 'unlockd' himself a Daily Mirror & Daily Star - promoting the brand.
How can I get press from personal interest stories?
Sending out a Personal Interest Story Press Release
Writing up and sending out a Personal Interest Story Press Release to relevant publications.
Replying to Journo Requests looking for news stories
Looking out for journo requests that are looking for your type of story or where your story would fit in nicely.
Offering Expertise
Experts content are comments, insights or stats from industry experts – and the press love them!
What type of press will I get?
Your comments / interview will be published (in a feature). Sometimes it can be used alongside the comments of other experts, sometimes it’s a line and sometimes the entire article could be about you!
Feature Article
Example: Shanade McAllister-Fisher provided expert comments to Home & Gardens and 'unlockd' a nice feature.
How can I get press from expert content?
Sending out an Expert Press Release
Writing up and sending out an Expert Press Release to relevant publications.
These press release can include tips, tricks, insight, research or survey results. These are best sent out when connected to a news item (newsjacking) or upcoming awareness day or period.
Always include a biog and headshot of the expert(s) providing their insight.
Replying to Journo Requests looking for expert comments
Looking out for journo requests that are looking for expert tips, tricks and insight.
Always include a biog and headshot of the expert(s) providing their insight.
Unlike us mere mortals, celebs sometimes get press for the most mundane of things.
We can use that to our advantage by coming to some sort of arrangement with them – either financially or giving them something for free.
What type of press will I get?
Celebs news (print or online) and maybe even a segment on a TV or radio show.
Celebrity Article
Example: Havah, Elliot Footwear & Clubbercise 'unlockd' exposure in a Daily Mail Celeb Article when inviting Lizzie Cundy to a Clubbercise class and giving her products.
TV Segment
Example: Electric England 'unlockd' a TV segment on the Jeremy Vine show when they gifted Lizzie Cundy an e-scooter.
How can I get press by using celebrities?
Ask them, or ask someone who knows them / celebs.
Make them offer (start with a free product(s) and then if not, add a little cash in.
Agree what the results could look like, but be respectful (they can’t guarantee anything).