Where product coverage lives now.
Product PR has its own geography. Gift guides at nationals and magazines, best-of roundups run by commerce teams, review sections at trade and lifestyle titles, and the personal recommendations of journalists who genuinely test things. Each has its own gatekeepers and its own lead times, and pitching them like news desks is the fastest way to be ignored.
We map which of those homes fit your products, then pitch each one the way its editors actually work.
The seasonal calendar runs the show.
Miss the window and you wait a year. Print gift guides for Christmas are commissioned from midsummer; online guides fill through autumn and are largely settled by late November. Mother's Day, Father's Day, Valentine's, back to school and Black Friday each run their own compressed version of the same cycle.
A product PR programme is therefore a calendar before it is anything else. We plan pitches backwards from publication dates, so samples, imagery and pricing are ready when the commissioning editor is looking, not three weeks after.
What a commerce journalist needs from you.
Commerce writers work fast and their requirements are practical:
- High resolution cutout imagery they can use without a photoshoot.
- Accurate pricing and a product page that will still exist at publication.
- Stock depth, because a guide slot wasted on a sold-out product embarrasses the writer.
- Affiliate network presence, which many commerce teams now quietly require.
- A one-line reason this product beats the obvious alternative.
None of this is glamorous, and all of it decides whether you make the list.
Samples without the chaos.
Samples make and break product coverage. We track every unit sent: who has it, when it went, whether a return is expected, and when a polite nudge is due. Journalists remember brands whose samples arrive fast and complete, and they remember the other kind too. Our follow-up rules are the same ones that govern our media relations work: one useful nudge, then leave them alone.
Product PR inside a retained programme.
Product placements pair naturally with the bigger stories in our campaign formats: a data story builds the brand's authority while roundup coverage sends shoppers to specific pages, and both leave links behind. For ecommerce brands that mix is often the difference between coverage that is admired and coverage that sells.
Retained programmes start from £2,750 a month, and product work is scoped within them rather than billed as extras.