Looking for advice on organic PR strategies and contacts

[e_fastlane]

We are a luxury personal care brand going on a decade of sales and we are one of the top brand names in our small niche. Throughout the years we have advertised in many places conventionally and that hasn’t had great results. Of course we recognize that conventional advertising is about long term brand recognition but overall trackable results were always mediocre. We have also had a “local celebrity” (radio) who used our products and had great results. So they reached out to endorse us and do mentions, which we ran with. But that tured out to be a big flop. The one thing that has had SPECTACULAR results is the few times that we have had a mainstream publications write an article where they mention us (either in print or online).

This always resulted in a massive spike in sales, that trailed off, but left a meaningful impact forever each time. Even when the article didn’t single us out but mentioned us along with competitors, we still had great results. We have not done much ourselves in pursuing this form of marketing or PR work - but lately we have realized more and more how impactful and powerful this has been on our brand and sales from various perspectives.

We are reaching out to fellow fastlaners to see if anybody has had experience in or can help us get in touch and locate the proper source / PR firm to get us featured in more publications. From our limited experience, there is just a HUGE difference between an advertisement and an article mention. Something we recently tried doing is looking through many articles posted about competitors in recent times and we tried tracking down a way to contact the authors responsible for them. Usually the only way we found to contact them is either through linkedin/twitter/Instagram/etc. We tried messaging 10 or so of the authors through those channels and have hard zero reply back from any of them thus far. I’m not sure if that’s because we are barking up the wrong trees or if our messages are just dismissed as spam since they are unsolicited.

We have a potentially large budget we are willing to spend and are not necessarily looking for 'free mentions'. But agencies we have looked at don’t seem to offer anything we can’t do ourselves (optimize PPC and things like that).

Any help or guidance will be appreciated on how to move our line of products more towards mentions through print and online media vs all strickly being ppc, fb, word of mouth advertising.

 

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[Kelsey123]

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