PR wire services an effective solution?

[dgold]

We are planning a product launch news release and are looking for the most cost efficient way to get our message accross to the different editors of appropriate magazines, newspapers, tv stations and blogs.

I have done a bit of reaserch online and have built a large list of appropriate puplications. I was planning on contacting each publication directly and doing the actual legwork myself.

However yesterday I found out about PR news wire services.
These company claim to effectively distribute your press release to a large list of editors and offer side services.
I have found two companies like this specific to our industry and a few ones that are more aimed at the mass.

I wanted to post a few links to example but I can't since I have under 10 post. I will just list the names and if you need can google them for yourself

NewsWire
BusinessWire
PrMac

I was wondering if any of you had used a company like this in the past and if you were pleased with the results? I was also wondering if we were to used this kind of services, would it be a good idea to do contact the editors directly also or not in order not to be repetive?

[akula]

ummmm...nahh, no good
well, it depends...what kind of product? is it innovative?

[dgold]

Yes the product is definately innovative, it is a patented Iphone guitar holder to be used with some of the many guitar applications for the Iphone already on the market and with our own. The application will be launched concurrently with the guitar holder. You can check google Castiv to see our website (can't post a link under 10 posts). The website is not completed but you can see an image of the product on the comming soon page.

If the newswire services are no good, how do you suggest we try to reach out to the media?

[akula]

yea...ok...let me try to sum up a very complicated thing in very few words

1. i've had an innovative product
2. we've used pr
3. it hasn't worked
4. why not?
5. because of Diffusion of innovations - Wikipedia, the free encyclopedia
6. wtf does that mean? it means that mass marketing strategies are inappropriate at this stage because you are not targeting the mass market..you are targeting a small part of the market called innovators and early adopters
7. so what do i do? start by reading Crossing the Chasm - Wikipedia, the free encyclopedia

yea...that's sort of what i'm trying to get accross and answer your question
don't waste your time...do it to say "featured in etc etc"...well, actually don't do it at all. it's a waste of time. make it a priority to find small groups of early adopters and they will help you diffuse your innovation

[akula]

If the newswire services are no good, how do you suggest we try to reach out to the media?

as studies show, media may not be the best option...what you want is close contact with very few devoted customers rather than little contact with lots of indifferent ones..why, because see above

the net result is that rather than national publications, amongst other things, you may want to target bloggers who write exclusively about iphone apps and guitar apps in particular

well...that what the scientists will tell you anyways..and i'd agree

[dgold]

Thanks for the reply akula and I agree with what you are saying.
Targeting the mass is definately not the solution at this point and it would be unreasonable to think have the resources to do so or that the average Joe would be interested.

What we are really interested in doing is reaching specialized media publishers. In our case online and offline publications specialized for guitar players and the ones related to Iphone and Mac products and industry. Even when narrowing our audience down it still is a huge market and a huge task to get the message out there. I have identified over 80 magazine related to music & guitar players in a few hours this week.

We believe the launch of our product has some newsworthiness for these publishers and that they might be interested in knowing we are out there and even featuring our product in an article because their readers might be interested in it too. We are not expecting placement in InStyle & Variety type magazine as they might feel it is not relevant for their readers.

What I am interested in knowing is will news wire services actually get your press release in the hands of the editors? I understand that having the story to get actually covered is a hole other beast and depends on the relevancy of the content you submit in relation to the readers of the magazine.

[akula]

What I am interested in knowing is will news wire services actually get your press release in the hands of the editors? I understand that having the story to get actually covered is a hole other beast and depends on the relevancy of the content you submit in relation to the readers of the magazine.

yea don't worry about these wire services.

i've had a look at your product...it's interesting, it's a peripheral etc...something that i'd expect to see on a rack next to the checkout at a music shop for $15-20.

ummm....so lets have a chat, what's your complete marketing mix?

[McManigal]

I just did a press release that comes out Monday. Just a small test to see how it goes. I'll post back the results.

[dgold]

Right now we are planning a public relation campaign, some social media marketing and some advertising on very specialized websites. That's about it as far as our marketing mix right now.

[akula]

Right now we are planning a public relation campaign, some social media marketing and some advertising on very specialized websites. That's about it as far as our marketing mix right now.

good..
look, tell me about your distribution strategy..because really, that's what's gonna decide the future of your business
what distribution options do you have?