Launching a new product in the outdoor industry is exciting, but getting media coverage can feel overwhelming. Editors and gear testers receive hundreds of pitches. Do you stand a chance of getting media coverage? With the right strategy, even small brands can earn meaningful press that increases awareness and boosts sales.
Here’s a clear, proven process to help outdoor brands get the media coverage their products deserve.
1. Start with a Clear, Newsworthy Story
Media outlets want stories and not just specs. Think about what makes your product interesting or different:
- Does it solve a common problem?
- Is it lighter, stronger, or more durable than what’s on the market? Is that measurable?
- Is it handmade, Made in the USA, or sustainably sourced?
A strong narrative helps your pitch stand out.
2. Build the Right Media List
Don’t waste time pitching outlets that don’t cover your category. Tight targeting increases your odds of earning coverage.
Your list should include:
- Outdoor trade publications
- Outdoor recreation, hunting and fishing magazines
- Blogs and YouTube channels with gear reviews
- Regional outlets if there’s a local angle
- Freelance writers who cover your category regularly. The majority of outdoor writers fall into this category right now
For best results, update your media list at least twice a year.
3. Send a Compelling, Concise Pitch
Editors are busy. Your pitch should include:
- A clear subject line: New [Category] Launch: Lightweight, Durable & Made for Real-World Use
- A short intro (2–3 sentences)
- Key features and differentiators
- MSRP and availability
- Link to high-quality images
- Offer to send a sample for testing
Avoid attachments whenever possible because they can get your email flagged by spam filters or ignored.
4. Offer Samples for Gear Reviews
Gear testers want hands-on experience. If your product is durable and high-quality, samples are your strongest asset. If your product samples aren’t high-quality, don’t even think about sending them to media.
Testers appreciate:
- Quick shipping
- Clear instructions
- A fact sheet with specs (can be in your email vs a printed sheet)
A tested product is far more likely to earn a positive review.
5. Keep Building Relationships
Many brands focus only on launch season. But building long-term media relationships leads to consistent coverage and better opportunities.
Send updates when you:
- Add new products
- Win awards
- Release seasonal colors
- Celebrate company milestones
- Schedule media meetings at trade shows or consumer events
A quick thank you for including your brand in a review or product round-up may be appreciated by journalists.
Consistency builds visibility. Keep in mind that you don’t want to bother your media contacts with something that’s not newsworthy. If your emails are too frequent, they’ll mark your email as spam and block you.
Need Help Getting Your Outdoor Product in Front of the Right Editors?
Firefly Publicity specializes in outdoor gear PR, product launches, and gear review outreach. If you want professional support targeting the right editors and earning real-world coverage, let’s talk.
