When it comes to getting coverage by the press, it’s important to keep two things in mind:
1) The publisher’s job is to inform and entertain her readers
The way publishers measure their performance is by retaining a and growing a highly engaged reader base. And with any news or blog organization, the topics will usually revolve around one subject. The subject can be broad like “technology.” It can also be niche like “mountain climbing.” And yes, most PR Managers will have enough sense to pitch their products to publishers who they believe to be within their category. If their product falls in line with niche publishers, with a decent pitch, it should draw their interest. At the very least, most niche publishers will take a look for review considerations. It’s with the publishers with the broad reader base that entrepreneurs need to exercise their salesmanship. The question the PR Manager needs to address is this: At the very least, will my product perk the reader’s interest? Better yet, can it captivate the reader’s interest? This is the same question the publisher is thinking through as she considers your request.
2) Remove all doubt in the publisher’s mind. Eliminate anything tedious that may arise if she agrees to consider any sort of coverage.
The publisher might acknowledge you have a great product. The flashlight you manufactured has 20 minutes more battery life. That shoe you handcrafted was made with kangaroo leather. Or that sweater you designed has a blend of unique, flavorful colors. But now what? The publisher can’t possibly write an entire article based on the technical elements of your product alone. That thought alone may get your review request shot down. Remove all doubt in her mind. Show the publisher why your product deserves coverage. Give her the story behind your product. For example, if you are the flashlight manufacturer, don’t write generic things like “we’re a group of like-minded individuals who are passionate about making quality flashlights.” That’s uninteresting. Paddle out of your world and into the world of the publisher’s reader, and share a genuine story about your company and how it pertains to that product. Teach her all the interesting facts about how your product is in a class of its own when it’s put side by side with a competitor’s. In a sense, write the story for her.
At the same time, make her job even easier, and offer anything that can get the job done quicker. Give her ideas of exactly what products you want to send out, and why. Share all the links that might be helpful to her. Give her your contact information and let her know she can call at any point with whatever questions that may arise.