Asking Brands for Products to Review

Posted: February 18, 2012

Reviewing products as well as incorporating them into stories greatly benefits your audience. How do you [caption id="attachment_9772" align="alignright" width="346"]© Yabresse - Fotolia.com[/caption]approach companies and ask for products?

Find out if the company has a PR agency

Larger brands usually have a PR agency (contracted by the company) that handles all of their marketing. In the outdoor industry there is usually one person assigned to the brand. This person can provide you with high-resolution photos, press releases and is the gatekeeper for distributing products for review. If you are unsure, or can’t find the media liaison for a brand, try to find a press contact on the company’s website.

Introduce Yourself

Email is usually best, no need for a long-winded explanation. Just tell them who you are and what you do. If an editor assigns your story, include that information too. Include web traffic, circulation and viewer numbers. Showcase any past reviews (if applicable) related to the industry. Don’t be shy, but don’t overdo it.

Details and Product

Be honest with your intentions of the product. It is okay if you don’t have an assigned article from a top media outlet. If the product is for personal use, please be up front about it.

Plan in advance and be specific about deadlines. Try to avoid last minute requests and tight deadlines.

Also, give the details of your assignment or project and be specific! Whenever possible, pick the brand’s latest product. When companies release a new product, they want to market it immediately.

Confirm the Parameters of the Product Being Reviewed

Some companies will send free product and allow media to keep it after review. Sometimes you can purchase the item at a discounted rate. Others loan items for a period of time and must be returned. Confirm these details before the product is delivered. If the product is on loan, ask for a return-shipping label to be sent with the product. Keep all correspondence and paperwork related to the product.

Be Flexible

Products may be on backorder or not yet available. Be flexible with your options; ask the brand representative if there is a similar product they can send.

Purchasing the Product

As mentioned before, if the product is for personal use, be honest. Request the industry or media pricing, as well as information on how to order the product. Be prepared, sometimes companies, especially smaller ones do not have a loaner program and you may need to purchase the item.

Thank You and Follow Up

Of course, don’t forget to thank the person for their time. If you are sent a product, follow up with the PR contact and provide them with a link, reel or tear sheet of the article in which the product is featured.

Biz Tip Provided by: Shannon Salyer
Chevalier Advertising