PR professionals today have an ever-widening array of media tools, from social media to multimedia platforms like PitchEngine, but of all those newer ways to communicate, good old fashioned media drops still rank as one of my favorites. Whether they’re sent through the mail or delivered in person, they’re fun to send and, if done correctly, offer a great way of telling a client’s story in a sensory way. They can give a true first taste, touch or feel unlike anything else into what a brand stands for and offers its customers.
In addition to sending a client’s products to media contacts, adding in a little extra something can not only be a way of providing a leave behind that’s useful but can add another dimension the client’s story. For example, for Van’s Natural Foods, we’ve used the theme of snacking to send new crackers and snack bars accompanied by recipe cards and information on Van’s expansion into the grocery aisles all packaged in a handy, reusable grocery tote. Or for eraclea, a leading skincare brand, we presented editors with a specialty water bottle that gauges their hydration levels throughout the day to pair with our theme of “pure hydration” about eraclea’s newest products. A pink pig piñata that SPM sent to media to announce Chipotle’s new Patron margaritas even garnered coverage of their own.
Old meets new when a media drop is used in tandem with social and digital campaigns. For example, our Michaels team kicked off a blogger campaign by sending out 6-foot tall Christmas trees for decorating to bloggers around the country, inspiring clever DIY ideas for fun and festive holidays.
And social media platforms like Instagram, Twitter and Pinterest provide the perfect medium for allowing media to quickly share visuals of media drop goodies with readers around the world. While a media drop is never the only solution to garnering client coverage, it can be a tangible way of sharing key messages and opening doors with new contacts while also reminding longtime contacts of what’s new and current about a brand.