When it comes to launching a new business or product, some selling consultants might say that EVERY item is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media human , I would qualify that statement by quote that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the total focus of the media.

A number of strategically generated features or product mentions in magazines, newspapers and TV/radio/cable shows nationwide may lend strong credibility to a new merchandise . That media bullhorn can also do wonders toward educating consumers about your merchandise . But does your product -- and its media pitch -- have what it takes to attract the media into giving you coverage in their pages or on their airwaves? As I mentioned, many products or businesses might make some type of publicity and media interest, but in my professional acquired skill , the types of products and pitches that lend themselves to the best media exposure include:

home/garden products
kitchen/cooking/food products
consumer electronics
automotive accessories
home repair/DIY tools
personal health/medical/fitness products
recreational/outdoor products
experts (business, health, technology)

If you have a new or under-publicized product in one of these categories, the media could be a nice friend to you. However, you first have be a friend to the media. Your item (and pitch) needs to have what the media calls a news peg -- that gives them a logical and newsworthy reason to feature YOUR product as opposed to the 200 other media pitches that are on their desks right now. Additionally, you absolutely need to contruct it as user friendly as possible for them to do your story or they WILL move onto a competitors pitch and merchandise that is easier to cover.

Can you provide a media sample?
Do you have quality photos of the product?
How might the item be purchased: in stores, catalogs, online, by phone?
Can you arrange a quick interview if needed?

Products/services that do not really lend themselves to media interest or publicity are things like:

web site developers
cell phone/printer cartridge sales
vitamin supplements
insurance
financial planning
MLM/downline schemes

I am not implying that these types of businesses arent media worthy. I am simply saying that from a media interest, editorial standpoint, there are thousands of competing item and businesses like these on the advertise and unless they are offering something truly unique, they lack that news peg that will attract the medias attention. If you are launching, lets say, a new garden tool that is very similar to many other garden tools on the advertise, do not expect much interest from the media in putting together a feature. You may create that news peg by answering a few questions:

How does your product differ from competing products already on the market?
Why should the media and subsequent consumers be interested in your product?
Does it provide a solution to an existing problem for consumers?

Bottom line -- an expertly maintained publicity campaign might help forge wonderfully reciprocal, mutually beneficial relationships with the media. Reciprocal, in that the media constantly need interesting data to put together their merchandise profiles and business features -- and YOU positive need constant media exposure to get the word out. If your item or business may meet the media standards mentioned above, you could benefit greatly from some solid nationwide media exposure. Getting your product mentioned in print articles and on TV/radio shows nationwide will help spread the word to customers -- and at a fraction of the cost of a nationwide selling campaign.