If you’ve ever flicked through a magazine and thought, “I’d love to see my products on these pages but I’m not sure where to start” then this course is for you! A 5-week live group coaching course that takes you step by step through the process of pitching products to the press, so you can do it like a PR pro and start getting those magazine features you’ve dreamt about.
If what’s stopping you is…
Not knowing who to contact and where to find their details
Deciding what product to pitch
What to say and do when getting in touch
…then this is the course is for you!
The doors are closed...
Just like you, I have a product business – Kiss Air, that I run with my sister, Laura. We started back in 2013 and have continued to grow over the years but it’s still very much just us two and doing everything in the business. From sourcing and making products, to sorting out the website, posting on social media and doing the admin – the lot, it’s all us. So I know all about the highs and lows of running a small business.
I’ve been a PR for over 15 years, so been able to get our brand “out there”. I’m talking about getting our products featured in likes of the Daily Mirror, Prima, Your Home, Top Sante and Veggie to name a few. I’ve conjured up some celebrity love from the likes of Denise Van Outen, Gok Wan, Catherine Tyldesley as well as the cast of Channel 4’s Hollyoaks. I’ve got the brand some pretty cool accolades too including being a winner of Theo Paphitis’ Small Business Sunday, Jacqueline Gold’s Women on Wednesday and the #smallbiz100 government backed scheme. And that’s not even mentioning our now retired cocktail hour scented candle range that was shortlisted for gift of the year 2015 and the fact our candles were included in the 2016 British Soap Awards presenter goodie bags, so basically Joan Collins has one!!!
So, I have put together this short course to break down the process into bite size steps that will have you pitching like a PR pro in no time.
How getting featured in the press can help grow your business
- A mention in a magazine can help grow a social media following. I don’t know about you but when I see a product in a magazine that I like the look or sound of I don’t buy it straight away. I head over to Instagram or Facebook, follow them and start engaging with them.
- A link to your website from an e-zine or blog can help build an email list. When I’m checking out a shopping gallery on magazine website and click on the link to a product I’m loving - I’m more than likely to sign up to their mailing list while I’m there. I get 15% off my order and the business gets my email address, so they can keep in contact and turn me into a regular customer.
- A feature can open up new selling opportunities. It’s not just retail customers that read magazines - Shop owners and retail buyers do too. A feature can prompt them to get in touch about stocking your products in their shop. This is what happened to one of my clients - Claire, a soap maker who got a full page feature in Woman & Home which resulted in her being approached by Not On The High Street asking her to sell with them.
- A product placement can bring sales but it’s never a given. Kiss Air had a reed diffuser featured in Prima and sold over 75 of them. The same reed diffuser featured as an editor’s pick in Top Santé but resulted in no sales. However, the fact we can say as seen in Top Santé, a national well-being magazine gives us credibility.
The Product PR Course - what you’ll learn over the 5 weeks
The course starts on Tuesday 1st February 2022
Module 1 – Get PR ready (1st February)
Having a good grasp of what PR is and what’s needed for successfully securing coverage is key, so this is where we start.
- What is PR and its benefits
- The different types of press features
- What does a product business need to start PR?
- Who is your ideal customer?
Module 2 – Preparing to pitch (8th February)
From understanding how magazines work to identifying PR hooks for your products and the information journalists need, we’ll make sure you have the elements to put together a great pitch.
- Magazine readership
- Understanding press lead times
- Discover product features magazines run
- Finding the journalist you need to pitch to and their contact details
- Building a media list and nurturing journalist relationships
- Identify products to pitch
Module 3 – Pitching (15th February)
This is it, it’s time to pitch your products and secure that coverage. I’ll tell you what works, how to handle every request from the publication and how to make the most of the coverage. We’ll also cover reactive PR in this session.
- Pitching do’s and don’ts
- Writing a pitch email
- How to handle image and/or sample requests
- Following up with journalists
- How to maximise coverage
- Reactive PR opportunities
Module 4 – Top up tactics (22nd February)
Let's explore the other ways you can get press coverage for your product business.
- Identifying founder features
- Writing your business story and media bio
- Piggy backing and newsjacking
- Competitions and reader offers
Module 5 – PR planning (1st March)
Now you know the steps to pitching your products and business, let’s put a PR plan together so you can be consistent and get results. We’ll also go through some resources which will make doing your PR easier.
- PR goals
- Planning your PR
- Using dates and events
- Creating products that appeal to journalists
- Scheduling PR into your diary
- PR resources
Check out the bonuses...
- My proven email pitch templates for proactive and reactive PR.
- Media contacts cheat sheet, sample and line sheet templates.
- In the 6 weeks after the course I will share my press requests with you increasing your chances of getting press coverage worth £37.50.
- After the course is done, you won't just be left to it as there's 6 weeks of support from me in the Facebook group. Plus there'll be 1 additional live Q&A call so you can ask any questions as you start pitching your products to the press.
- The course will have a private Facebook group where you can all connect, share wins, ask questions and champion each other on as your brands become a press favourite.
1:1 45 minute session with me worth £99
Pay in full for the course and get a 1:1 45 minute session with me. Use me as a sounding board for new ideas, let me help plan your PR, need a nudge in the right direction getting your Christmas PR planned, ask how I got a candle to Gok Wan (he even phoned to say thank you!), advice on getting stockists - whatever it is, talk to me because I want to help.
What they say…
"Louise's PR Course has been like an awakening. I genuinely did not know I could email a journo and they might feature me. I assumed it would always be expensive paid advertising or a highly sought after editorial piece to get press coverage. Louise's course is not long-winded, there's not lots of padding, she gets straight to the point on what you" need to do, when and how. This fits the life of a busy business owner perfectly and allows this course to be completed easily, efficiently and with results. I have had four pieces of press coverage in national press since completing the course, none of these would have been possible without taking the course which gave me the knowledge and importantly the confidence to contact journalists. Thank you Louise." Carly Hooper, Beeutiful
Featured in Top Sante August, October, November 2021 and Happiful November 2021.
“Working with Louise through the Product PR Course has been a game changer for my business, she has taught me how to pitch the press like a Pro, now I just have to allocate the time to Pitch. The PR hub option after taking the course is an awesome idea, I love that we can still catch up monthly and the network with the other ladies.” Natalie Dawson, Awesome Botanical
Featured in Top Sante August 2021, gramersi.com September 2021Pick Me Up! October 2021, The Green Parent November 2021 and Luxe November 2021.
"It's fair to say I was sceptical at the start but I'm now sold. I've certainly learnt a lot from the course and feel like I'm heading in the right direction with my PR and initial signs are that it's working." Sarah Hodgkinson, Crafty You Crafty Me
Featured in Make & Sew Toys April 2021, Prima May 2021, Crafts Beautiful May 2021, Your Home June 2021 and My Weekly October 2021.
“I really enjoyed the course, it was really informative, very good value for money and I have learnt a lot with regards to where to find people, and what to say which where my main concerns." Kelly Ford, Wheesht
Featured in Chat It's Fate June 2021 and The Green Parent November 2021.
"I was a bit of a ditherer about PR before the course, not knowing who to contact and when, but now I feel like I know what I'm doing and I just now have to allocate the time to sit and pitch (get me :)), which is great that I don't feel like I am searching for 'how do I do that again??' it's now a big part of my business.." Ella Carlsen-O'Connor, Wow You
Featured in The Independent's Indy Best August 2021 and Top Sante September 2021
"I loved taking this course and liked the fact that Louise had experience of pitching products specifically to the press. The email templates and pitching resources were invaluable and I now feel I have a bank of resources to use over and over again to pitch to the press in the future. Louise was always available to ask any questions and helped me to fine tune my hooks for pitching. The weekly lessons were doable as they were delivered in bitesize chunks and for once I actually managed to complete all the tasks! I'd consider this to be a crucial course for any product based business especially if they wish to concentrate on offline marketing." Loretta Clarke, True Love Keepsakes
Featured in Spirit & Destiny December 2021 and heart.co.uk.
“I learnt more than I ever knew I needed to know! It's opened my eyes to the world of PR and I'm not scared to get involved! Louise was very supportive giving top tips, templates and ideas. The course has given me the knowledge and confidence to put my products out there.” Becky Stevens, Silver Beats and Treats
“I can’t recommend Louise enough, not only has she helped me with PR but with my business path too. As a small business owner it’s important to stand out from the crowd and to feel understood, Louise has the expertise to deliver that.” Louise Young, Louise Young Photography
“I have worked with Louise for a number of years; she has gained us more press coverage than I ever hoped for in many of the UK’s top magazines, including Vogue, Marie Claire, Natural Health, Country Living and many more. She has been a pleasure to work with and I highly recommend her.” Claire Edmunds, Lulu & Boo Organics
The doors are closed...
Meet Louise
Louise loves helping small businesses get seen and shine in the media spotlight to help raise the profile of their brand and grow the business. With her Chartered Institute of Public Relations qualifications and 15 years experience Louise has worked with a variety of businesses from skincare, to jewellery, chocolate and home fragrance. She specialises in product PR – getting products featured on the editorial pages of magazines, newspapers and online media and her clients have been seen in the likes of Cosmopolitan, Woman & Home, Vogue, Country Living and Daily Mail.
Louise lives in Bedfordshire with her boyfriend and dogs, Dot and Bert. She has a love of coffee, cocktails, Formula 1 and good (or terrible) chick flicks.
YOUR INVESTMENT
The doors are closed...
FREQUENTLY ASKED QUESTIONS
- When does the course start? It all kicks off on Tuesday 1st February 2022 7pm GMT and runs for 5 weeks.
- How is the course delivered? The course is delivered live via zoom and there are accompanying PDF workbooks, checklists and templates.
- When are the coaching calls and how long are they? The calls are every Wednesday at 7pm for 5 weeks and last no more than 1 hour.
- what if I can’t make them? They're all recorded and put into your member area of the course, so you can watch them on replay.
- Do you offer refunds? No.
- How long do I have access to the course for? Forever!
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