KOL & PR Services / Media Relations & Earned Media
Help editors understand what your product does, who it is for and why it belongs in their coverage. HollisMercer PR develops media relations programs for consumer technology, home and appliance, and baby and family brands reaching the U.S. market.
Make your product relevant to the right story
A useful pitch starts with an editorial reason to care. We translate product specifications, customer needs and brand milestones into focused story angles, then identify writers whose published work fits the subject. Depending on the product and campaign, outreach may support reviews, buying guides, gift guides, features or interviews.
The approach is designed for brands introducing a product, entering a new category or building an ongoing media presence. It connects the details an editor needs with the questions a potential customer is trying to answer.
What we handle
- Story development: identify useful product distinctions, consumer situations and timely angles.
- Media research: select relevant editors, reviewers, commerce writers and specialist publications.
- Personalized outreach: prepare pitches that reflect the writer’s subject, format and audience.
- Review coordination: organize sample requests, specifications, images, reviewer notes and follow-up questions.
- Ongoing communication: track responses, share relevant updates and develop subsequent story opportunities.
- Coverage records: organize published links and the context needed to understand each result.
A process built around editorial needs
We begin by reviewing your product, intended audience, availability and supporting materials. Together, we agree on the campaign focus and the information that can be shared publicly. Outreach follows a targeted media plan, with sample and information requests tracked as they develop.
For consumer technology, that may mean explaining a feature through a practical use case. For home and appliance products, setup, maintenance and everyday performance may matter more. Baby and family campaigns need especially clear age guidance and substantiated product claims. We work from approved facts instead of treating promotional language as evidence.
What to prepare before outreach
Bring a product overview, current pricing and availability, high-resolution images, sample arrangements and evidence for any factual claims. If an editor needs a demonstration or an interview, we help organize the relevant brief and materials. A complete media kit gives everyone a consistent source of information.
When a launch or exhibition is the main news moment, this work can connect with product launch and trade show PR. We assess progress through relevant responses, review activity and published coverage; sales impact requires separate measurement.
Coordinate media outreach and creator content
For Chinese consumer brands reaching U.S. audiences, influencer marketing can complement editorial outreach with agreed product demonstrations. We align the product facts and campaign priorities while keeping creator deliverables and independent media decisions separate.
Before planning both activities, share the available sample units, intended creator content, priority media themes and any content reuse requirements. We confirm the deliverables, responsibilities and fees for each part of the project, including how creator costs, samples and shipping will be handled. Our KOL and PR launch guide explains how to coordinate the work and evaluate each channel.
Selected PR projects
- XGIMI product launch and trade show PR: projector communications around major product and exhibition moments, with selected original media coverage.
- Moonkie baby products PR: product stories for shopping, parenting and design media, with original publisher links.
Frequently Asked Questions
What is earned media?
Earned media is coverage chosen by an independent editor or writer. It differs from a paid article or distributed press release: the publication decides whether to cover a story, what to say and when to publish.
Can you guarantee a review or a place in a buying guide?
No. We can develop the pitch, coordinate materials and follow up, but editorial decisions remain with the publication. Sending a sample does not guarantee coverage or a positive review.
Do we need a new product to start media outreach?
Not always. An existing product may suit a seasonal guide, a specific customer need or a relevant feature. We assess the angle and product readiness before recommending a campaign.
Discuss your media relations needs
Tell us about your product, target audience and upcoming priorities. We will use that context to discuss a practical outreach scope.