Product send-outs today are rather a given in a media role. Simple but effective, having media receive the product is an easy way to boost its awareness and help get it featured.
But, like anything, there’s a right and a wrong way to behave when it comes to product etiquette. BD spoke to PR and brand experts from a range of both in-house and agencies about what is de rigueur for media:
What is the intention of a media product send-out?
- “For social media coverage, to get the media excited about the brand, and to launch a new product in a statement way when it’s not big enough to warrant the time and budget of an event.”
- “To inform media of our new launches and allow them the opportunity to trial the product first hand – hopefully with the outcome of a positive mention or feature in their publication, website or blog.”
- “To get the product in the hands of the media and make sure the product is top of mind for any stories they might be writing. When we invest in a big creative send-out, we do try and get some social media love but if the product strikes a chord then the job is done.”
What are your expectations of a media product send-out?
- “Social media on the day, feature inclusion, to encourage a bigger feature or interview. And a HUGE one is a thank you email.”
- “There are never any strict expectations as such, as we completely understand that products will only be featured if there is a suitable story in the works and if the journalist or blogger is truly a fan of the product. Of course the ideal outcome would be a mention of some kind, but it doesn’t always happen – such is the nature of PR!”
- “For a media send-out, we expect that products are included in a new products page or where relevant a feature story, e.g. a new skincare product to be featured in a skincare story. We work very hard to ensure that we are working within a timeline that ensures we are presenting products to the media in time for the most appropriate issue that corresponds with our on counter date.”
How do you prefer media to approach you for product send-outs?
- “I prefer email requests – whether it be a short beauty brief or specific product call-in. It makes it easy for me to get back to them straight away with exactly what they want and send the product over [on the] same day.”
- “Email or phone – just ask! But be specific! General call-outs when we have to send 100 products is really hard AND develop a relationship with the PR first – or be polite if it's a cold call.”
- “I don’t mind! Call-outs or individual one-to-one requests are all fine. Call-outs do take a bit of time though, especially as we have a broad range of brands, so if you know you need something specifically – a quick email is perfect!”
- “We prefer for the media to work directly with our PR agency. The media should contact our agency and discuss any specific items they may be interested in. For general call-outs where media outline the various stories they are working on, our PR company will prepare a list of suggestions for us to send directly to the media.”
What is appropriate when it comes to media requesting product from brands?
- “I’m happy for press to call in multiple products because if it isn’t suitable for the current feature it will be back of mind for something upcoming and they will have it on hand already.”
- “Don't ask for every product in a collection – be aware that stock comes out of PR budget – so anything you don't want or need to be featured is a bit of a waste.”
- “Generally speaking, unless someone is looking to review the entire range of products (which is rare), we prefer that you call in those that you’re interested in trialling and featuring. Our products are quite expensive and I do have a monthly allocation of how much product I can provide to media.”
- “If media are requesting specific products, we would expect they plan to use the product[s]. If a request is made for an entire range we would expect that the entire range be featured. If the journalist is planning on using the range to road-test they should make this clear and then the results of the road-test published.”
Can media re-sell unwanted items?
- “No but if you want to gift or give them away – that's fine.”
- “Selling PR samples on eBay is definitely not cool. However I understand that beauty cupboards get very crowded and I know that many publications have regular beauty sales with proceeds given to charity, which is a wonderful idea!”
- “For print media, the product is always sent to the title care of the editor so I think it would be very poor form for someone to individually profit from that. At the same time we totally understand that cupboards get full and I think a beauty sale within the office with proceeds going to charity is a lovely idea. It gets a bit harder with influencers because the product is sent directly to them but still, if I saw someone selling products I know I have sent them for personal gain, I would be quick to remove them from our lists. We have to protect our brands, grey market product is enough of a challenge in the Australian market and anything like this just destroys the value of the brand.”
Are you happy for media to give unwanted products to their friends?
- “Yes – but not if it's brand new, limited-edition, limited samples.”
- “I don’t have any issues with this – I’d rather our PR samples go to a happy home rather than to waste. But of course, please don’t call in extra products purely for your friends…”
- “Word of mouth is some of the most effective PR there is! Happy for you to share something with a friend but PLEASE don’t call something out specifically for a friend (we know!).”
If a media person doesn't like the product you have sent, what is your ideal outcome?
- ”TELL US! We are the middleman between you and the brand manager – so if the product is not good, or missed your deadline, or not right for your publication, or gave you hives – tell us so we can tell them. We get assessed on the coverage we achieve from EACH send-out and call-out. If we don't get the coverage (e.g. for the above reasons), we need to tell them why.”
- “Tell the PR if there's a reason you don't want it – [e.g.] do we keep sending you the wrong shade? Do you hate floral fragrances? Will your publication never run that brand or style of product? Saves both of us! Also helps us send you what's relevant.”
- “If I’ve sent a follow-up email regarding the product, the ideal outcome would be a polite email explaining that they personally weren’t a fan and as such won’t be featuring it.”
- “We totally understand if you receive something you don’t like and appreciate that honest reviews help you maintain your authenticity. If you feel a brand or product isn’t relevant for your title, please feel free to let us know! Maybe you only cover organic skincare or certain types of brands, that’s cool, just let us know so we can make sure we aren’t bombarding you with things you won’t use.”
- “If a media person does not like a product, we would rather know so that we do not send this type of product again. It would be helpful to know the key reason why e.g. it may be that the product is not suited to their skin/needs. Everyone has personal preference when it comes to beauty items and we understand that everyone is different e.g. some people like a cream cleanser, some people prefer a foaming cleanser – we would rather know this than not.”
Image: Pinterest
Newsletter image: www.instagram.com/designbyaikonik/
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