6 Reasons to Get Your Handmade Products into the Press [And How!]

Getting your handmade products into the press can be highly beneficial for your small handmade business. Not only can you reach large audiences that are going to be interested in your products, you can also let your customers know you’ve been featured, which is a great way to boost your reputation and notoriety as a small business! In this article, we’re focusing on the top 6 reasons to get your handmade goods into the press, and how to actually go about getting your products into the press!

Oprah’s annual gift guide

6 Reasons to Get Your Handmade Products into the Press

1- Increased Visibility

Press coverage helps to increase the visibility of your handmade products. When your products are featured in the press, they reach a wider audience beyond your existing customer base. This exposure can lead to increased brand recognition and attract potential customers who may not have discovered your products otherwise.

2 – Credibility and Trust

Press coverage adds credibility and builds trust in your small handmade business. When a reputable publication or media outlet features your products, it serves as a validation of your craftsmanship and quality. Customers are more likely to trust and purchase from a business that has received positive press coverage.

3 – Brand Awareness

Press coverage helps to create awareness about your brand. It allows you to share your story, values, and unique selling points with a larger audience. This can help in establishing your brand identity and differentiate you from competitors in the market.

4 – Increased Sales and Revenue

Positive press coverage can directly impact your sales and revenue. When your products are highlighted in the press, it generates interest and curiosity among potential customers. This interest can translate into increased website traffic, inquiries, and ultimately, more sales.

5 – Networking and Partnerships

Press coverage can open doors to valuable networking opportunities and potential partnerships. Other businesses, influencers, or organizations may take notice of your products through the press and reach out to collaborate or feature your products in other platforms, leading to mutually beneficial relationships.

6 – Long-Term Benefits

Press coverage can have long-lasting effects. Articles or features in reputable publications can remain accessible online for an extended period, allowing potential customers to discover your products even months or years after the initial publication. This sustained visibility can contribute to continuous growth and sales for your small handmade business.

How to Get Your Handmade Products into the Press

There are 6 major ways to get your handmade products into the press. Getting press coverage takes time and persistence. It’s essential to have a well-executed strategy, be proactive in reaching out to media contacts, and consistently deliver high-quality products and experiences to create a positive impression.

Craft a Compelling Story

The first thing you’ll need to do is develop a unique and compelling narrative around your products, emphasizing what sets them apart. Highlight your inspiration, creative process, craftsmanship, or any interesting aspects that make your products noteworthy. Crafting a compelling narrative around a product involves highlighting its unique qualities and telling a story that resonates with the audience.

For example, let’s consider a handmade jewelry piece. The narrative could focus on the artisan’s journey, their passion for creating exquisite jewelry, and the intricate craftsmanship that goes into each piece. By emphasizing the use of ethically sourced materials, the inspiration drawn from nature, and the personal touch infused into every design, the narrative evokes a sense of artistry, sustainability, and individuality. This story showcases not only the beauty and quality of the jewelry but also the values and dedication behind it, making it an enticing feature for the press.

Build Relationships with Media Contacts

Building relationships with media contacts requires a proactive and personalized approach. Firstly, research and identify journalists, bloggers, or influencers who cover topics relevant to your product. Engage with their content by commenting thoughtfully or sharing their work. Reach out with personalized pitches that demonstrate your familiarity with their writing and express why your product would be of interest to their audience. Offer exclusive access, interviews, or samples for review, providing value to the media contact and making their job easier.

Maintain ongoing communication, follow up genuinely, and express gratitude for any coverage received. By nurturing these relationships, a product-based business can increase the likelihood of their products being featured in the press.

Create a Press Kit

Creating an attractive media kit for a product-based business involves showcasing the unique value and visual appeal of the products. Start by including high-resolution product images that are well-lit and visually engaging. Provide clear and concise product descriptions, highlighting the features, benefits, and target audience. Include any relevant press releases, background information about the business, and notable achievements. Incorporate testimonials or reviews from satisfied customers or industry experts to build credibility.

Organize the media kit in a visually appealing and easy-to-navigate format, making it convenient for journalists to access the information they need. Use Canva Pro for the best results – you can even send a shareable link to your press kit from Canva.

Finally, ensure that the media kit reflects the brand’s aesthetics and story, leaving a lasting impression on the press.

Example of handmade soap brands being featured in the press.

Engage on Social Media

Engaging on social media can draw attention from the press and increase the likelihood of getting your products featured.

By consistently sharing captivating content, such as high-quality product images, behind-the-scenes glimpses, customer testimonials, or creative stories, you can create a buzz around your products.

Actively participating in relevant industry conversations, engaging with followers and influencers, and fostering a sense of community can catch the attention of journalists and bloggers who are always on the lookout for interesting and trending topics. The press is more likely to take notice of your brand and products if they see an active and engaged social media presence that generates excitement, cultivates a loyal following, and showcases the unique aspects of your products and brand.

Participate in Relevant Events

Participating in relevant events is a great way for a handmade or product-based business to get featured in the press. Journalists often attend these events to discover new trends and products, providing opportunities for press coverage. Here are a few strategies to consider:

1 – Research Events

Identify trade shows, craft fairs, industry conferences, or local events that align with your product and target audience. Look for events that attract media attention and have a track record of press coverage.

2 – Showcase Standout Products

Select your most unique or visually appealing products to showcase at the event. Highlight the craftsmanship, quality, and distinctive features that make your products special.

3 – Prepare Press Materials

Create a press kit specifically for the event, including high-resolution product images, a well-crafted press release, product descriptions, and any relevant business information. Provide these materials to journalists, bloggers, or media representatives attending the event.

4 – Engage with Attendees

Actively engage with attendees, including media personnel, by offering demonstrations, product samples, or exclusive previews. Provide them with a memorable experience that captures the essence and value of your products.

5 – Network with Media Contacts

Take the opportunity to network with journalists, bloggers, and influencers present at the event. Introduce yourself, share information about your business, and express your interest in potential collaborations or features. Exchange business cards or contact information to follow up after the event.

6 – Seek Event Coverage

Contact event organizers and inquire about opportunities for media coverage. They may have official photographers or media partners who can feature exhibitors or select standout products in their event coverage.

7 – Leverage Social Media

Document your participation in the event through social media posts, live videos, or behind-the-scenes stories. Tag relevant event handles, use event hashtags, and engage with attendees and media personnel online. This can attract attention and potentially catch the eye of press members covering the event.

Utilize Online Directories and Platforms

List your business and products on relevant online directories, marketplaces, or platforms dedicated to handmade products. Some of these platforms have their own media connections and may feature standout products or businesses.

Use Trusted PR Resources

If getting press for your products seems daunting, you are not alone! This is why there are professionals and resources out there to help. This list will outline some of the best resources out there to help you get your handmade products into the press.

Launch, Grow, Joy

Launch, Grow, Joy specializes in media outreach and PR for e-commerce businesses, and they can absolutely give you get the results you need. They help you identify key media contacts, craft pitches that resonate with your target audience, and launch an effective media outreach campaign that will help you achieve your goals. Watch their FREE TRAINING here on how to get your products in front of millions of shoppers by getting featured in gift guides throughout the year.


eReleases is known as the best press release distribution service for small businesses for many reasons. One is that they have a dedicated team of writers who can help you craft a press releases that will bring your business the attention you’re looking for. They also have a fast, reliable service for getting press releases out. Their service also supplements newswire distribution by sending press releases to a hand-selected group of the journalists, reporters, bloggers and influencers most likely to publish your release and/or to write their own story – recipients are carefully chosen from their internal database of over 1.7 million media contacts.

The Artisan Group

The Artisan Group is a premier entertainment marketing organization on a mission to introduce Hollywood to the best of the handcrafted movement. Membership in The Artisan Group is by invitation only. The result is an exclusive, close-knit community of talented artisans who exhibit excellence of product (appropriate size-wise for gifting), great product photography, impressive branding and online presence on social media, and an established online sales record.

The Artisan Group does this to do it by providing owners of artisan businesses the chance to introduce their products to celebrities, industry leaders, VIPs, and members of the press through participation in luxury celebrity gift lounges. To date, The Artisan Group has placed over 1,000 artisan products, created by their members, on over 70 hit television shows.

Members of The Artisan Group showcase an array of handcrafted products, including jewelry; bath and spa products; designer stationery and paper goods; crocheted and knitted accessories; clutches, purses and totes; hand-poured candles; hand-bound books and journals; illustrations and paintings; fine art photography; hair accessories; and pet accessories and toys.