Getting your product in a publication's testing lab is undoubtedly the first and most critical step, but there are other stages within the process that can be equally challenging. To ensure a fair product review, you must be equipped with all of the proper tools and techniques.
By following these guidelines, you can significantly impact the successes of your product review campaigns:
1. Allow enough lead time.
Be aware of publications' preferred lead times for product reviews, and build these into your development and sales schedules. Weekly publications have shorter lead times than monthlies, so you should time your pitches accordingly. As a rule of thumb, plan to get shipping products to publications' labs four weeks prior to the official launches, or general availabilities, of the products. This is most critical for weeklies, which prefer to synchronize their reviews on or around the time of the "official" product releases.
2. Provide all necessary materials.
Don't leave any room for misinformation or misrepresentation-provide reviewers with everything they need from the start, including fully functioning software, passwords for web-based solutions, and the proper test environment. You must make sure all potential issues are covered and nothing is left to interpretation. The following materials should accompany the product en route to any lab:
- Cover letter-referencing the editorial opportunity, any dialogue in the process of securing the review, technical support contact information, and public relations' contact information.
- Complete press kit-including a company and product overview, executive bios, press releases, etc.
- Printed user guide-as a supplement to an electronic version on CD-ROM.
- Printed "reviewer's" guide-a packet that includes step-by-step instruction on the product being reviewed, as well as examples (with graphics/screenshots) of how to test key features.
As a preface to the hands-on evaluation, coordinate a briefing with the reviewer to discuss the product's new/differentiating features, test environment, and reviewer's guide. This will help build rapport with the evaluator/editor and identify any potential issues or requirements related to the parameters of the review. If the product is to be included in a roundup of similar solutions, this conversation will provide an opportunity to level-set its positioning among other competitive offerings (our article, "How to Build Rapport," provides additional insight on how to interact effectively with the media).
4. Follow-up-use "polite persistence."
Be sure to touch base with the reviewing editor during the evaluation, offering to provide any additional materials or technical assistance if necessary. If the reviewer is non-responsive, contact the managing editor to gauge the status of the review and verify that there are no issues with the product or testing.
Typically, one or the other will address your inquiry with the status of or insight on the evaluation. It is critical to employ a "polite persistence" approach to follow-up and to not leave a barrage of voicemails/emails. It is fair to ask general questions about the testing, but be careful not to cross the line by directly inquiring how your product fared and/or requesting to get an advance copy of the final article before publishing. This could severely inhibit your chances of a response.
Remember, PR offers no guarantees. Unfavorable reviews will get published, while glowing reviews will occasionally be left on the cutting room floor. Ultimately, the merits of the product itself will determine whether or not it is a winner. But following these key pointers will significantly improve your opportunities to ensure smooth, accurate product reviews.
(Previously published in The Navigator newsletter, Cision's guide to successful communications.)
About the Author
Kevin McLaughlin is the principal and co-founder of Resound Marketing, an integrated marketing and PR agency focused on helping clients "make some noise ." To launch a product review campaign or for more information about Resound's services, contact makesomenoise@resoundmarketing.com or visit www.resoundmarketing.com.
