Public Relations

Media Tour

Some new products can be successfully publicized when launched with a media tour.  On a media tour a company spokesperson travels to key cities to introduce a new product by being booked on TV and radio talk shows and conducting interviews with print and Internet reporters or influencers (e.g., bloggers).  The spokesperson can be a company employee or someone hired by the company, perhaps a celebrity or “expert” who has credibility with the target audience.  One common use of the media tour is the book tour, where an author travels the country to promote a newly released book.  A media tour may include other kinds of personal appearances in conjunction with special events, such as public appearances, speaking engagements or autograph signing opportunities.

Newsletters

Marketers who have captured names and addresses of customers and potential customers can use a newsletter for regular contact with their targeted audience. Newsletters can be directed at trade customers, final consumers or business buyers and can be distributed either by regular mail or electronic means (i.e., e-newsletters delivered via email or rss feed).  Marketers using newsletters strive to provide content of interest to customers as well as information on products and promotions.  A bookstore may include reviews of new books, information on online book chats and information on in-store or online promotions.  A food manufacturer may include seasonal recipes, information on new products and coupons.  Online newsletters offer the opportunity to link to stores carrying the marketer's products.  Effective newsletters are sought out by and well received by interested audiences.