For brands looking to hire a PR agency to do product launch PR for a beauty, fashion, lifestyle, or CPG brand, there are certain things you should keep in mind. These will help further support your agency and maximize chances of landing great press!
VLIV Communications, a NYC PR agency focusing on beauty, fashion, and lifestyle, has helped launched numerous brands and products to the media. We’ve launched brands into key outlets like WWD, VOGUE, and InStyle. Whether you’re an established brand enlisting product PR for a new collection or launch, or launching an entire company, there’s some things to keep in mind to maximize your chances of securing great press:
Retail Strategy Your PR Agency Can Maximize
Even if you’re not carried in stores yet, determine if you plan on going the wholesale route or want to stay DTC. And make sure you have a functioning, shoppable website!
High Res Imagery for PR Agency Outreach
Both lifestyle and flat products shots are key for press as many outlets don’t photograph in house. Lifestyle shots for product PR launches should show the product in action or with a model. Flat product PR shots are photographed simply on a white background.
Trained Spokesperson
Use a spokesperson who can authentically speak to key messages and provide a human element. This can be the founder, designer, or formulator. PR agencies can help train spokespeople to ensure they are always on-message.
Product PR Launch Timeline
Have a calendar of all new launches and marketing plans laid out for the next year. This provides your PR agency additional insight and guidance. While this will likely change, creating a loose plan is important for PR agencies to plan out editorial opportunities.
Product Samples for PR Agency Outreach
Certain types of products can make do without many samples. For products that need to be tested in person, you’ll need to have some to gift/loan to editors.
Brand Messaging for PR Agency Outreach
Ensure key pillars and values are all hashed out before approaching media. PR pros can help ensure messaging is mediagenic, but you’ll want a strong point of view established before enlisting a PR agency.
Affiliate Marketing Strategy
An affiliate marketing strategy is crucial nowadays – ensure your website or a retailer is on an affiliate network. Many outlets will only feature products that they’re able to earn a commission from.
