You will need to get the journalist’s attention in a creative way. They are hugely busy and bombarded with products. Everyone wants them for the same reason. They receive endless e-mails, samples and press releases.
Make sure you find the details for the right person and get their most direct form of communication. E-mail is usually best. Phone calls can be disruptive and in our modern world, not a lot of people like being rung. E-mail also means they can read through everything in their own time and have an easy-access record of all the information.
Having an interesting or unique back-story helps. What makes you unique? Why should journalists be featuring you over anyone else?
Pestering never works – if anything, it can have the opposite effect. Whether you’re looking to reach press or buyers, being innovative is important. Having an interesting or unique back-story also helps. What makes you unique? Why should they be featuring you over anyone else?
Try and get to know the journalist (social media helps!) and what’s going on in their wider sphere. Can you connect a product to their life? Maybe they’re pregnant and what you sell could be used with a newborn? In which case, send them a new baby gift box featuring your product. Perhaps they like to go running – in which case, create a marathon prep kit.
You get the idea… people like products and ideas that are useful and that stand out for making their life just that little bit easier. It also increases your chances of being featured on their social media if nothing else. Just make sure they’re able to easily see what your social handle is to use in their post.