The New Products Conundrum: Part Two – Making Direct Contact

(In this second half of our two-part series, we will explore how progressive PR leaders are eschewing many of the traditional PR strategies in favor of guerrilla PR, event marketing and buzz promotions in order to achieve direct and lasting contact with the consumer and B2B audiences.) Not every new product falls into the category of "sexy." But to the clever PR professional, any new product can be sexy. Case in point: OfficeMax introduced its Ink Filling Stations earlier this year as a means of encouraging consumers to refill their empty printer cartridges. The concept was economical (the company states consumers experience 50% savings on a refilled cartridge versus the purchase of a new one) and ecological (the life of the cartridge is extended rather than trashed).

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

prmeasurement2015-180x150Join PR News at the Hyatt Regency in Chicago on Nov. 18 for the Measurement Conference, where you'll learn how to focus on measurable media relations, social media reputation-enhancing and crisis management programs that clearly affect your organization's bottom line.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.