What is Product PR? Top 10 Most Effective PR Tips for 2026

In today’s fiercely competitive era, attracting customers is one of the most challenging problems for many businesses. Using a PR strategy is one of the effective solutions that helps businesses promote their products and services to potential customers. However, to PR products most effectively and attractively, managers need to master the following 10 formulas. Let’s find out with 1Office!

1. What is Product PR? Examples of Product PR

PR is an abbreviation for the term Public Relations. This is an important activity in a Marketing strategy aimed at building a positive relationship between an organization and the public.

Product PR (Product Public Relations) is a communication activity focused on building and managing the image of a product or service in the eyes of customers and related parties. The goal of product PR is to create a positive impression of the product, build trust, and stimulate consumer interest, while also generating attention from the media and potential partners.

Example of a product PR strategy in a business: 
A software company announces the release of a new product through press conferences, launch events, and articles in newspapers, on websites, social media, etc. They combine various forms of product PR to create awareness and introduce the product widely to consumers.

2. Differentiating Between PR and Advertising

Product PR is not advertising. These are two different communication activities with different purposes, audiences, forms, and natures. Below is a detailed analysis:

Comparison table between PR and Advertising

3. The Role of PR for Products and Businesses

The role of PR for products/services:

• Increase public awareness of products/services on a large scale, thereby enhancing customer perception and stimulating purchasing demand.
• Build a positive image and credibility for the product by conveying positive messages, such as information about features, benefits, and value.
• Boost sales by creating customer demand and desire for the product.

The role of PR for the business:

• Build the brand image in the eyes of customers, partners, investors, and the community, helping to create trust and confidence in the business.
• Enhance the business’s credibility within its industry, helping the brand more easily reach potential customers and partners.
• Drive business growth by generating buzz and interest in the company, thereby attracting new business partners, potential customers, and collaboration opportunities.
• Create a competitive advantage over competitors to attract customers, expand the market, and achieve business goals.
• Handle emergency situations and manage information crises. In the event of an incident, PR plays a crucial role in managing information and ensuring the business responds professionally.

4. Top 10 Effective and Successful Product PR Methods

4.1. Use Press Releases

A press release is a traditional form of PR conducted through a third party. PR articles published in mass media help businesses reach a wider audience. To execute an effective press release, businesses should note the following:

• Prepare compelling PR content that is suitable for the target audience.
• Build good relationships with journalists.
• Monitor and respond promptly to requests from journalists.

Example: Apple’s PR campaign for the iPhone 15 is a prime example of using press releases effectively. Apple sent PR articles to famous newspapers, magazines, and tech websites to introduce the features and benefits of the iPhone 15. This campaign helped Apple generate widespread interest and awareness for its new product.

4.2. Organize Seminars, Events, or Workshops

Organizing events, seminars, and workshops is an effective way for businesses to directly reach potential customers. Through these activities, the sales team can introduce their products/services, listen to feedback, and build better relationships with customers. To successfully organize these media events, managers should note:

• Define the objective of the activity.
• Create a detailed plan for the activity.
• Find a suitable venue and time.
• Market and promote the activity.
• Monitor and evaluate the effectiveness of the activity.

Example: The PR campaign for the new milk tea product from the Gong Cha brand is a prime example of effectively organizing seminars, events, or workshops. Gong Cha held a workshop to introduce its new product. At the workshop, customers had the opportunity to taste the new product and listen to insights from milk tea experts. This campaign helped Gong Cha generate widespread interest and awareness for its new product.

4.3. Participate in Community Activities

Participating in sponsorship or media patronage activities is a quality traditional PR method for building a product’s image and the company’s reputation. Through these activities, businesses can demonstrate their care and responsibility towards the community. This, in turn, strengthens public trust in the product and the brand.

Example: The motorcycle brand Honda collaborated with the charity Plan International to organize the “Learning for the Future” program to support disadvantaged children in continuing their education. This campaign helped the Honda brand create goodwill with customers and increase brand awareness.

4.4. Use Online Media Channels

Online media channels like Facebook, Twitter, Instagram, LinkedIn, and TikTok are a cost-effective form of product PR for businesses. Managers can use these platforms to reach diverse audiences, build a community of fans, and create social media buzz.

To effectively conduct product PR on online media channels, businesses should note:

• Develop a specific content plan that is suitable for the target audience.
• Use media channels that are appropriate for the business’s products/services.
• Create engaging and creative content tailored to each media channel.
• Regularly interact with customers and the community on those channels.

Example: The PR campaign for the new facial cleanser from the Pond’s brand is a prime example of effectively using online media. Pond’s used social media channels like Facebook, Instagram, and TikTok to introduce its new product. This campaign helped Pond’s generate widespread interest and awareness for its new product.

4.5. Brand Storytelling

Brand Storytelling is how a business tells its own story to convey the brand’s message to the public. Using a brand story to PR a product/service will help the business create an emotional connection with customers and build a positive brand image.

A meaningful brand story also helps the business make a deep impression on customers and capture their attention. However, for a business to create a compelling Brand Storytelling, creativity and storytelling skills are crucial.

Example: The coffee brand Trung Nguyên created a story about its founder, Đặng Lê Nguyên Vũ, to tell the history of the brand’s formation and development. This story attracted customer attention and helped the Trung Nguyên brand increase its brand recognition.

4.6. Email Outreach (Email Marketing)

Email outreach is an effective and cost-efficient way to PR a product/service. Through Email Marketing, businesses can introduce products, promotional programs, or other useful information to potential or existing customers.

One advantage of this PR method is that it allows businesses to send content tailored to each customer segment. Businesses can divide customers into different groups based on criteria such as age, gender, interests, etc., to send their campaigns. At the same time, managers can easily measure the effectiveness of the Email Marketing campaign through metrics like open rate, click-through rate, conversion rate, etc.

Example: Many major brands worldwide are currently using this method, such as: the phone brand Apple, fashion brand Zara, cosmetics brand MAC, etc. They regularly send Email Marketing to existing customers to introduce new products and new features.

4.7. Connecting with Influencers (KOLs)

Connecting with celebrities and influencers is an effective way to spread the word and reach a wider audience. By connecting with KOLs, businesses can leverage their influence to promote products to a large number of consumers. However, for this PR campaign to be successful, businesses need to:

• Choose suitable KOLs: Because they are influential on social media, followed and trusted by many people, businesses need to find KOLs who are a good fit for the product/service and the target customer audience.
• Create quality collaboration content: The collaborative content needs to match the KOL’s style and demonstrate the benefits of the product/service to customers.

Example: When the new Samsung Galaxy S10/S10+ phone line was launched, with the goal of increasing brand recognition and product awareness among users, Samsung planned and selected Influencers for this phase. They chose celebrity-level Mega Influencers including the couple Đông Nhi – Ông Cao Thắng, Thanh Hằng, Ninh Dương Lan Ngọc, Tuấn Hưng, etc., and a lineup of Miss Vietnam winners to participate in this new product launch event.

4.8. Creating Brand Controversy on Social Media

Creating brand controversy on social media is a method to attract public attention. However, this form of PR needs to be executed cautiously to avoid negative reactions from the online community.

Brand controversy can help a business generate discussion about its brand, thereby helping management better understand customer needs and desires. Conversely, if not managed well, brand controversy can severely impact the brand image.

Example: In an advertising campaign, Nike chose former American football player Colin Kaepernick – who sparked controversy by kneeling during the national anthem. Nike used Kaepernick’s image with the line “Believe in something. Even if it means sacrificing everything” to attract attention and stimulate debate on freedom of speech and social protest.

4.9. Collaborating with Strategic Partners

This is a communication strategy used to promote a product or service through collaboration with strategic partners. Here, a strategic partner can be a company, organization, or individual with a mutually beneficial relationship with the business, working together to create visibility and a positive impression on the public.

Using this method is an effective way to PR a product, helping businesses reach new customer groups. When collaborating with a strategic partner, businesses can share promotional costs, thereby saving money and increasing PR effectiveness. Common communication tools used in this PR method include meetings, events, press releases, etc.

Example: A successful collaborative product PR campaign is the partnership between Apple and Nike to develop the Nike+ Run Club app on the Apple Watch. This is an example of a collaboration between a leading technology company (Apple) and a famous sports brand (Nike).

4.10. Catching and Keeping Up with Trends

Catching trends is a crucial part of marketing and communication strategies in today’s digital age. This is a versatile strategy that can be applied in many different fields. When doing PR for a product, leveraging hot trends in the market to promote it will help the brand spread and rapidly increase recognition. This can be done in various ways, such as:

• Creating related content: Businesses create content related to trends to attract customer attention.
• Organizing activities: Businesses organize activities related to trends to attract customer participation.
• Using Influencers: Businesses collaborate with influential people related to the trend to promote their products.

Example: The fashion brand H&M created a new fashion collection inspired by the movie “Squid Game.” This collection quickly attracted customer attention, helping the H&M brand increase brand awareness and sales.

5. Successful Product PR Campaigns in Vietnam

The “0 Dong Bread” campaign by the Phuc Long brand
In September 2020, the Phuc Long brand launched the “0 Dong Bread” campaign to support people during the COVID-19 pandemic. This campaign attracted significant attention and support from the public, helping Phuc Long increase brand awareness and spread a positive brand image.

The “New Clothes for the Poor” campaign by the fashion brand Canifa
In December 2021, the fashion brand Canifa launched the “New Clothes for the Poor” campaign to help people in difficult circumstances. This campaign attracted widespread public participation and went viral on social media, contributing to increased brand awareness and spreading a positive image for the Canifa brand.

The “One Small Action a Day” campaign by the Vinamilk brand
In October 2022, the dairy brand Vinamilk launched the “One Small Action a Day” campaign to call on everyone to join hands in protecting the environment. This campaign attracted widespread public participation, helping the Vinamilk brand increase awareness and spread its environmental protection message.

>> See more: Case study: 6 successful Marketing campaigns in Vietnam

6. The Formula for PR for a New Product Launch

Note that PR is a continuous process that requires sensitivity, flexibility, and an understanding of the market and target audience. Therefore, as a manager, you need to define a process, method, and formula for the most effective product PR.

1. Define communication objectives and audience: This could be increasing sales, building brand trust, or creating awareness. Next, managers need to identify the target audience, which are the people you want your product/service to reach.
2. Research the market and competitors: Conduct market research to clearly understand the industry, field, and specific consumers of the business. Identify a list of competitors, their product strengths, and weaknesses compared to yours.
3. Develop a core message: Create a strong and concise core message about the product or brand. This must convey the main value and benefits of the product to consumers.
4. Build a PR strategy: Businesses need to determine the appropriate forms and media channels for their product, such as television, newspapers, social media, or online media. At the same time, plan for press release distribution, event organization, and communication content development.
5. Measure and evaluate the campaign: Use specific metrics to measure the performance of the PR campaign, such as increased sales, website traffic growth, number of brand mentions, and social media spread.

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Above is all the content that 1Office wants to share with businesses. We hope you now have a better understanding of effective product PR methods and ways to communicate a new product to the market. We wish your business success