News and Insights
Building Trust, One Sample at a Time: Why Product Sampling is Key in PR
January 28, 2025
Building and maintaining a positive brand image is a cornerstone of public relations, and one of the most effective ways to achieve this is by gaining confidence in brand products. Strong product placement and reviews can significantly enhance brand awareness, visibility, and trust among consumers and media. Here are five reasons why it is an essential part of a consumer PR strategy and can pave the way for a successful reception.
1. Product reviews: the power of ‘experience’
While PR professionals take pride in crafting phenomenal press releases that highlight why a product is best-in-class, nothing beats a review or news article to influence purchasing decisions. Whether we’re buying a new keyboard, mobile phone, game, or book, we want to hear from real people who have tried the product out already. Relying on trusted opinions is why some people still prefer visiting stores to get a firsthand feel for a product – before buying something new and expensive.
In the world of PR, providing product samples for the media is crucial for building consumer trust. When you send your product to a journalist, it signals confidence in your brand. You believe that your product can deliver and bring something innovative to the market – or meet a need that the audience might not even realise they have.
The key to success lies in targeting the ‘right’ journalists for product reviews. To select them, PR teams must answer a few defining questions first. Has the writer covered similar products in the past? Do they have relevant expertise in the sector? Will they genuinely need and appreciate your product? Answering these questions ensures a thoughtful and targeted approach before pitching to them.
This becomes especially critical in niche fields like gaming peripherals, where journalists are often enthusiastic fans. Treating them as such not only fosters a better relationship but also results in honest, authentic, and more compelling stories about your product.
2. Allow plenty of time for testing
Depending on the product, expecting a journalist to thoroughly evaluate it within a few days is not realistic. As well as balancing competing deadlines, journalists must contend with other variables. That’s why it’s always beneficial to provide a test product sample as early as possible. The more time a journalist has to engage with a product, the more rigorous a published article will be. This extra time also allows them to ask important questions before the publication date.
For PR professionals, these extra questions are invaluable. Not only do they offer an opportunity to provide clarification and ensure the journalist fully understands the product, but they also help provide feedback that can inform adjustments or improvements before launch. Ultimately, consider who you trust more, the reviewer who spent two weeks with a product or the one who assessed it for just a day? Giving journalists the time they need to do their job reflects positively on your brand.
On that note, if you’re launching something new, avoid setting your review embargo for the same day the product hits stores. Doing so is a major red flag for the media. It suggests, even unintentionally, that the product might not live up to the hype or competitive standards, and that the company is trying to capitalize on initial sales before poor reviews spread. This can create a negative first impression, even if it’s not accurate.
Instead, lifting the embargo before the product becomes available—whether it’s a day, a week, or more—goes a long way in building trust and positioning your brand as confident and transparent. Even a short lead time can make a meaningful difference.
3. What if journalists don’t like the product?
Launching a new product can come with potential pitfalls. Negative media or customer reviews, software bugs and disappointed influencers can quickly spell trouble. However, these risks can be mitigated through strategic planning and communication. Using clear, honest pre-launch communication, this strategy can set the stage for a positive reception – and great press.
In a competitive market, it’s tempting to overpromise in an attempt to stand out. We all love buzzwords and shouting about our products above everyone else’s, but staying true, factual, and transparent is important. A fact sheet should be exactly what its name suggests: a concise and accurate summary of the product.
For example, if your product is wireless and runs on a battery, avoid artificially inflating the battery life. If it has a screen, don’t exaggerate its brightness. A modest, fact-based approach helps to manage expectations and build trust. Ensure product claims are realistic and grounded in the product’s capabilities.
Pricing is another area where careful communication is imperative. If your product is in the lower or mid-tier range, avoid directly comparing it with a top-of-the-line product that costs much more. If the journalist is impressed by the product and its performance, they may naturally draw comparisons to more expensive alternatives – a brilliant scenario where your product can shine.
If a journalist does not like your product, one disparaging review isn’t the end of the world. Instead, treat it as constructive feedback. Investigate what went wrong, address the issues, and use the insights to inform improvements.
4. An SEO(rious) boost
Most consumers searching for a new product turn to search engines to explore options and see what others recommend. While adverts can boost visibility, many users have learned to skip over the first results, recognising them as paid ads. If your product doesn’t appear on the first page – or better yet, among the top five organic – it risks being overlooked entirely.
Excellent product reviews generated through sampling are an effective way to enhance your visibility. Online publications, which thrive on affiliate programmes and clicks, have editorial teams that are highly skilled in SEO. Their articles, including detailed product reviews, are optimised to rank well in search results. Whether it’s a stand-alone review, a comparison with competitors, or a curated guide, these articles provide invaluable exposure for your brand. Every future publication from a third-party website, beyond your own platform, contributes to increasing your brand’s visibility and credibility.
5. Word-of-mouth
In addition to word-of-mouth recommendations from real customers, journalists in specialised fields like gaming, audio, wearables, and other tech products are often highly influential in their networks. These relationships extend to fellow journalists, content creators, and companies that may need your product. Building a respectful and professional bond with a review journalist can unlock opportunities you might not have even anticipated.
In summary
Product sampling isn’t just a tactic – it’s a fundamental part of effective public relations. By providing journalists with the opportunity to experience your goods or services firsthand, you can demonstrate confidence, transparency, and a commitment to quality. This approach not only builds stronger relationships with the media but also lays the groundwork for authentic, compelling coverage that resonates with audiences. By embracing honest communication, allowing ample time for reviews, and treating feedback – whether positive or negative – as an opportunity to grow, brands can create a powerful narrative including trust and reliability. In a world where consumers increasingly rely on credible voices and informed opinions, product sampling is more than an investment; it’s a strategy for long-term success.
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