 One of the most powerful aspects of a product or service is its versatility. However, without strategic marketing, public relations, or advertising, customers and potential buyers might not realize how your offering can truly transform their lives. It's not just about having a great product; it's about effectively communicating its value and potential. Consumers today are increasingly ad-averse. Traditional advertising often feels intrusive and is easily dismissed. Instead, they crave informative, engaging, and useful content. While influencer marketing has emerged as a popular way for brands to showcase the multifaceted benefits of their products, it isn’t always a feasible option. Many brands, especially those in industries like sex and cannabis, face additional hurdles due to social media censorship and advertising restrictions, making it even more challenging to reach new audiences. Why Public Relations is Critical Public relations (PR) plays a crucial role in overcoming these barriers. It offers an avenue for your product or service to be highlighted in reputable media outlets, adding a layer of credibility that traditional advertising often lacks. While any brand can pay for a prime spot on Google’s "best XYZ product" lists, that ranking doesn’t guarantee quality—just deep pockets. On the other hand, a glowing feature in a respected publication like The New York Times or Forbes provides an authenticity that money simply can’t buy. PR enables detailed write-ups and features that help potential customers visualize how your product integrates into their lives. These articles often delve into the user experience, offering enough information for readers to make an informed decision about whether your product is worth their investment. This is especially valuable for sex and cannabis brands, where hands-on trials aren’t an option. Through PR, potential customers gain a virtual “test drive” of the product via detailed descriptions, testimonials, and user experiences. Authenticity and Credibility One key advantage of PR is the balanced perspective it provides. Journalists are trusted because they maintain credibility by being honest. Their reviews often include both pros and cons, allowing readers to weigh the benefits and potential drawbacks. This honesty reassures consumers that the product isn’t just being hyped up for profit but has been thoughtfully evaluated. For sex and cannabis brands, media coverage can bridge the trust gap that often exists in these industries. Readers can learn from real experiences—how the product feels, works, or solves a specific problem—and determine if it’s theright fit for them. This transparency builds trust and encourages purchase decisions. Unlocking New Audiences PR doesn’t just reach your intended audience; it also opens doors to entirely new customer segments. Each journalist or editor who interacts with your product brings their unique perspective and audience. For instance, one journalist might focus on how a product can be used daily, while another highlights its value as an occasional indulgence. These diverse narratives expand your product’s appeal and showcase its adaptability to different lifestyles and budgets. Moreover, journalists often experiment with creative uses for the products they review. If a writer discovers an innovative way to use your product that resonates with their audience, it can spark interest among consumers you hadn’t initially targeted. This organic discovery process is hard to replicate through traditional advertising. Driving Traffic and Building Awareness It’s not enough to simply create blogs or content explaining the many uses of your product. Without a strategy to drive traffic, these insights will remain hidden on unread pages. PR acts as a bridge, ensuring that your content reaches wider audiences through trusted channels. Media features can direct readers to your website, social platforms, or e-commerce pages, creating a seamless pathway from awareness to purchase. A Cost-Effective Sales Funnel Unlike advertising, which often comes with steep costs and uncertain ROI, PR provides long-term value. A single well-placed article can continue driving traffic and generating interest long after its publication. It also adds a layer of legitimacy that advertising dollars can’t buy. Readers are more likely to trust a product endorsed by a credible source than one plastered across paid ads. In an age of ad fatigue and growing skepticism, public relations offers a refreshing and effective way to connect with consumers. It provides the credibility, depth, and reach that many brands struggle to achieve through traditional marketing channels. For industries like sex and cannabis, where advertising is often restricted, PR is not just valuable—it’s essential. By investing in PR, you’re not just promoting a product; you’re building trust, fostering authenticity, and unlocking the full potential of your audience. Every feature, review, or mention is an opportunity to showcase your product’s versatility, engage new customers, and ultimately, transform lives. For plant and sexual wellness brands hoping to distinguish themselves in their industry and cement their name in history through public relations efforts, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html
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Mastering the Media Interview: Three Questions to Practice Before “Lights, Camera, Action”12/30/2024  A media interview can be a golden opportunity to shape your company’s narrative, share your expertise, and connect with audiences. But with the clock ticking and reporters seeking sound bites, preparation is paramount. To maximize your impact, here are three essential questions to practice before stepping in front of the camera or microphone. Question 1: What’s Your Title? This might seem straightforward, but your title is more than just a label—it’s an opportunity to provide context about your role and expertise. Instead of rattling off something that sounds like it belongs on a form, craft a response that highlights what you do and why it matters. For example:
Question 2: Answer the Question you Want to Be Asked While you can’t dictate a reporter’s questions, you can shape the conversation by preparing answers to the questions you want to be asked. Journalists are often looking for quotes that add depth to their stories. For instance, if asked about market trends, don’t feel obligated to discuss competitors. Instead, pivot to what your company is doing in the broader context and why it’s significant to consumers. Here’s an example:
Question 3: What is your Company's Anticipated Revenue for the year? Questions about revenue can be tricky, especially if you’re legally or strategically unable to disclose specific figures. Instead of dodging the question, redirect the focus to potential market capture or broader business goals. For example:
Strategic Storytelling is Key Media interviews are often short, but their impact can be long-lasting. Every question is a chance to reinforce your company’s story and goals. By preparing answers that strategically highlight your expertise, initiatives, and vision, you can leave a lasting impression on audiences and journalists alike. So, before the lights come on and the questions start flying, take the time to practice these three questions. With the right preparation, you’ll shine in the spotlight and make the most of every media opportunity. For plant and sexual wellness brands hoping to distinguish themselves in their industry and cement their name in history through public relations efforts, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html  The holiday season is a magical time for family, festivities, and reflection, but for public relations professionals, it can also be a perplexing period. With newsrooms running on skeleton crews and journalists taking much-needed time off, PR campaigns often find themselves in a peculiar limbo. Here’s what you need to know about navigating a PR campaign during the Christmas break. Evergreen Stories Take a Back Seat One of the first things to understand is that many evergreen stories—those that are not time-sensitive and can be published any time—are tabled until January. News outlets prioritize breaking news or stories that are highly relevant to readers during the holiday period. Unless your story has a strong holiday tie-in or a major news hook, it’s likely to be pushed to the side for more urgent coverage. Breaking News Dominates Over the Christmas break, only the most significant breaking news stories capture attention. Journalists are focused on covering topics that resonate deeply with their audience, such as weather emergencies, significant political developments, or cultural events tied to the season. As a result, PR pitches that don’t align with these themes may struggle to gain traction. Journalists Aren’t Keen on Pitches Most journalists are not looking to be pitched between Christmas and New Year’s. It’s a time when they’re either taking a breather or handling only the most pressing stories. Flooding their inboxes during this period could risk alienating them rather than capturing their interest. A Golden Opportunity for Relationship Building While pitching may not yield immediate results, the holiday break offers an excellent opportunity to strengthen your media relationships. Use this quieter time to:
Prep for January Success The Christmas break is also a perfect time to refine your upcoming PR strategies. Use the downtime to:
While the Christmas break might not be the ideal time to launch a major PR campaign, it’s far from a dead zone for public relations. By focusing on relationship building and planning for the year ahead, you can turn this quiet period into a strategic advantage. After all, the groundwork you lay during the holidays can set the stage for a successful PR push once the new year begins. For plant and sexual wellness brands hoping to distinguish themselves in their industry and cement their name in history through public relations efforts, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html  Despite the economic downturn, the sexual wellness industry continues to thrive, with innovation driving demand across the globe. However, successfully launching a sexual wellness product in 2025 will require navigating an increasingly challenging landscape if you're hoping to harness media coverage to catapult the launch's success. Here’s what brands need to know to cut through the noise and ensure a successful debut in the coming year. The Evolving Media Landscape Major publications are scaling back their coverage of sexual wellness topics. Ongoing mass media layoffs and shrinking editorial teams mean fewer opportunities for organic press coverage. Meanwhile, brands that do land features for their launches have invested months—if not years—in building relationships with journalists and publicists. In this environment, sexual wellness brands need to plan ahead and adapt their strategies to maximize visibility. Building Relationships with Media For sexual wellness brands, public relations is no longer optional; it’s essential. Brands need to start fostering relationships with journalists and media outlets early, even before their product is fully developed. This means engaging with industry-relevant publications, participating in key conversations on social media, and attending events where journalists are present. Long-term engagement pays off. When it’s time to pitch your product, established connections can make the difference between being featured in a top-tier outlet or overlooked entirely. Consider hiring experienced PR professionals who specialize in sexual wellness or partnering with agencies that understand the nuances of this space. What Media Needs Before Your Launch Journalists are under constant pressure to deliver high-quality content quickly, so it’s crucial to provide everything they need well in advance of your launch. Here’s a checklist of essential materials:
Leveraging Alternative Channels Given the shrinking opportunities for traditional media coverage, brands should diversify their marketing strategies:
Final Thoughts Launching a sexual wellness product in 2025 requires meticulous planning, strategic PR efforts, and a deep understanding of the shifting media landscape. By building relationships early, providing journalists with all the resources they need, and leveraging alternative channels, brands can overcome industry challenges and make their mark. Stay proactive, stay adaptable, and ensure your brand is ready to meet the demands of a competitive market. The key to success isn’t just creating a great product—it’s making sure the right people know about it. For plant and sexual wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html When most startups think about Public Relations, they think about press media coverage in magazines, newspapers and similar caliber online platforms. The process to garnering organic—without advertising costs—news coverage in these media outlets with a positive tone, is media relations. The general consensus on definition of media relations is the informing of journalists, editors and producers about a brand, company or entrepreneur in efforts to produce organic media coverage in a positive light. When a company stays on the radar of journalists and editors through email updates [pitches], in person meetings, event activations that bring the meaning of your brand to life, the press will remember your name in a way that they will continue to feature your brand. The name media relations can be misleading, because some press coverage comes with little to no relationships at all. A journalist can write about the brand from research on their website and social media, quoting past newsletters or videos, and even writing a secondary report of an interview a founder did in another publication. That said, media relations, when done right, can produce consistent press coverage over time with minimum effort to maintain. Some publicists and brand founders doing their own PR may reach out to a journalist once, work with them on a story, and then never speak to them again. Now, some journalists won't revisit a certain topic. However, by ignoring the opportunity to foster a relationship with a journalist who was interested enough in a brand to feature it once, you're leaving press coverage getting cold on the table. Now as a sex publicist, you know I have a lewd comparison to drive this point home. Think of going on a first date. If your goal is to have sex, we know from hook up rates that it's very likely that you will succeed. However, focusing on sex, rather than a person themselves, may leave them feeling without a real connection to continue seeing you in any capacity, let alone intimately, leaving the total times you have sex with that person at one. Now think about first dates when your focus is on getting to know someone. You may not have sex on the first or second date. But especially in the case of those first dates that turn into long-term relationships, the frequency of sex is higher when sex isn't the primary goal. The same goes for press relationships. When you're incessant for coverage with a journalist or editor, they may follow through with the interest just to get you off their back. The experience may leave a taste in their mouths that prevents you from having future pitches accepted. Rather, if you're gracious in your timeline, and think about being informative rather than begging for press, there's a greater chance your target media will enjoy working with you instead of dreading it. Patience over pushing is always appreciated in press relationships. I don't really care if a journalist I connect with over a client wants to feature my client or not right away. They may have six other commissions to finish up before they can consider pitching an editor a new story. I'd rather work with their schedule. Keep them updated on my client, and maybe even reduce consistency as to not clog their inbox. When they're ready for my client, I am there with bells on with an available interview time, links to recent pictures from the client, and if it's a product brand, offering samples of recent launches. Think of your friendships. If you've had a moment in your life when you're unavailable to make plans with friends, you appreciate the friends who graciously acknowledge your boundaries rather than the ones begging you to change your mind. When you focus on relationships over one-off media coverage, you build a network of journalists and editors who love a brand or product. Each relationship may have multiple opportunities to cover your company in some capacity. A commerce editor is always looking for affiliate-friendly brands to feature. If you have a plethora of products, you could have sever placements per month from a single journalist. I'd estimate for each month of media relations efforts, you could have one to five new journalists interested in a brand. That interest turns to interviews or product sampling which usually leads to feature coverage. Now after averaging three new relationships per month, after three months, there's almost 10 people who want to feature a brand when they can. Over six months that number is closer to 20. If each journalist can feature a brand one to two times a year, after once year, that could lead to 160 stories a year to follow if the relationships are maintained. Most people spend time with more than one person: Holidays with family, vacations with sweethearts or college friends, happy hours and lunches with colleagues both current and former. Just as you wouldn't expect one friend to be responsible for all your plans throughout a year, having more relationships with journalists will keep your brand busy in the press and maximize individual efforts. How long will you take to see results? I usually anticipate that after six to eight months of dedicated media relations outreach, brands will see consistent placements, ranging from two to eight or even more, per month. This varies based on the brand of course. A brand with a single product may not have as many opportunities as brands with multiple product categories. Medical devices, pharmaceutical products and supplements will have a longer timeline to receive consistence, about three extra months, since these topics can be harder for publications to greenlight often due to legal red tape or content restrictions. You’ll know when your media relations efforts are bearing fruit when journalists and editors want to repeat feature your brand or your insights. My clients are often surprised when they’re speaking to a journalist again, even though I make sure to cover that expectation and explain the goal of our media relations. With strong outreach strategy, media relations will yield opportunities from new and known journalists and editors. There of course will be time where there are lulls, but that is natural for any organic strategy. The biggest mistake publicist and entrepreneurs doing their own PR make is treating a journalist as if their only job is to write about them or their client. Like your personal friends, Media relations is a two-way street. You wouldn’t ask for something over and over again without reciprocation. And you want to make your communications about more than what you want from them. Acknowledge the moments in their life: did they get married? Experience a loss? Buy a house? Write a book? Take time to congratulate and comfort when you can. You wouldn’t ask a friend to help you move if you forgot to send your condolences when their dog recently died. Be respectful of their time; there is a person behind every headline. Some writers cover other industries, and sometimes are covering breaking news while your industry is stable. Think of healthcare and travel writers during the pandemic or political reporters amidst election season. You wouldn’t push for sex from someone who just gave birth, got in a car accident or lost a parent. The same is for a journalist during a busy time. Instead, offer any support. Maybe they need a source that you might know, or a strong drink after work. Once it’s established, show deference to each relationship by personalizing your interactions. Journalists and editors aren’t mean: they understand that for large company news you aren’t going to write 100 separate emails. But if you take time to send someone who wrote a great profile about you a personalized one-off here and there, they’ll see you care about them as more than an email address on an excel spreadsheet. Sometimes a journalist or editor will inform you that they won't be able to cover your company; maybe they just featured. your brand or they plan to visit your industry in a long-form special package in coming months and don't want to dilute the content. If your company has a new launch, partnership, or executive move, you should still keep that person updated, especially if they have published you before. Their once-stated rules may only apply to evergreen stories, which that is not. Even if they can't cover you, they'll usually appreciate the opportunity to celebrate your news. Relationships with press are relationships with all people. When built genuinely, respected, and nurtured, can maximize results of pitching and storytelling efforts. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html PR Your Self delves into practices for earning media coverage without a Publicist By Melissa A. Vitale Be sure to check out the other posts in this series: PR Your Self: Social Media is your Bestie & PR Your Self: What's in a Media Kit? If you're a new brand that doesn't quite have the budget for PR yet, it doesn't mean you're unable to achieve your own press placements. In fact, it's usually quite easy for a brand to drum up excitement in the press without a publicist. Because a new brand hasn't been written about before, it's very existence is exciting, new and noteworthy. With an active social media presence, and reading a little bit about your industry, you can find journalists to interact with on instagram and X, formerly Twitter. To make your life easier when speaking with press, having a media kit will move the conversation along because it'll provide all the relevant stats that press look for when considering a brand to feature or an executive to cite in their trend piece. Once you've started partnerships, influencer seeding, marketing campaigns, social media strategy, or even got your first press coverage, you may find other journalists and editors visiting your website to feature you themselves. If that happens, you'll want to have a Press Portal or Page set up. A Press Portal is a dedicated page on your website that is linked to your homepage. Most brands put this beneath and separate from "Contact" or "About Us" in the footer of their website. Many journalists will look for these on websites of brands they want to reach out to, because it shows that you are open to the potential coverage they could provide. Believe it or not, some brands don't want coverage, especially in the nascent stages. Without a press page, some journalists and editors may assume that you are not friendly to press and won't even bother to send you a note even if they're dying to feature you. Press Pages range from simple to elaborate. A basic Press Portal should include a contact email dedicated for press and the top-lines of the brand so journalists can easily reference why your brand is worth a feature or consideration. When you're creating a press portal, you'll want a dedicated email for press that is different than your general "[email protected]" customer email. If journalists think their request is going to end in a stuffed inbox that is rarely-monitored, they may not take the time to write the email requesting an interview. Press research hundreds and thousands of brands. They've developed a system to figure out if a brand is open to interviews or coverage before even sending an email. Without a press page or a dedicated email, you could be missing out on press opportunities without realizing it. If you'd like to create a full-service press portal, there are a few additional add-ons that you can feature. If you've already have some press-coverage, including past coverage on your press page can be helpful for journalists hoping to profile the brand without double dipping angles that were already covered. Another helpful feature for journalist and editors is having images available to download in addition to featured on the page to help journalists visualize the assets you have available for publication. Features that always attract journaliss include forms for requesting samples. Ask them for their address, email address, phone number and color, style and size preferences if relevant. Journalists love receiving samples, especially if it's from a brand that hasn't been reviewed yet. A press portal on your website shouldn't take more than a couple hours to set up and the benefits are more than worth it. For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
https://www.melissaavitale.com/become-a-client.html To learn more about Melissa A Vitale PR, view Client Case Studies: www.melissaavitale.com/case-studies.html |