How to run a successful consumer tech product review programme
Running a successful tech reviews campaign
For comms professionals in the consumer tech and consumer‑electronics PR space, navigating tight budgets while trying to generate consistent, impactful media coverage can be a challenge.
That's where a well‑planned product review programme — also known as a review seeding strategy — comes in.
It’s an effective tactic to keep your brand top‑of‑mind without always needing to splash the cash on expensive campaigns.
With 88% of consumers stating that product reviews are the most important factor in purchasing decisions, a robust reviews programme is an absolute necessity for any UK consumer‑electronics brand.
In this article, Wildfire’s Account Director, Megan Hill breaks down the essential steps to building and running a successful product review campaign for consumer tech.
Do product reviews still matter for tech PR?
Absolutely. While flashy campaigns and viral moments are great, the bread and butter of consumer tech PR lies in getting credible voices to endorse your product. Reviewers, whether they’re journalists, influencers, or affiliate partners, give your potential customers the third‑party validation they need to make a purchase.
Well‑executed tech PR reviews consistently populate “best gadget” round‑ups, extending your brand’s shelf‑life long after launch.
This is especially important during times of financial uncertainty, when consumers are even more likely to pause before spending on tech items. Ultimately, they want reassurance that they are putting their hard‑earned cash into the right product, and reviews deliver just that.
So, if you’re not already running a consumer tech product review programme with your PR agency, it’s time to start.
How do I choose the right product for reviews?
A good product is always a solid place to start — it's the cornerstone of any reviews programme for journalists. But unlike marketing materials, which may exaggerate some features, professional reviewers scrutinise tech for a living, and they won’t take any prisoners.
Think carefully about which product aligns best with your sales goals, has strong features to highlight, and has a compelling narrative that reviewers can easily engage with. If you’re not confident in the product, seriously question whether putting it in front of critical reviewers is the best PR strategy.
“Reviewers scrutinise tech for a living, and they won’t take any prisoners.”
Who should review your product?
Selecting the right reviewers is crucial. It’s not just about who has the biggest audience, but whose audience aligns with your target market.
Know what you want to get out of the review — whether it’s a technical breakdown or more messaging‑led content — and choose reviewers accordingly.
Our expertise as a tech PR agency lies in understanding the nuances of journalist / influencer relationships and creating an outreach list that matches the product with the right reviewers.
There are also platforms that can help here. Some of my favourites include ResponseSource in which you can search the journalist’s bio to build your UK tech media list, and Agility, which has a similar function (and I find is a lot more accurate when it comes to US journalists). And finally, don’t overlook good old‑fashioned desk research.
Ensuring the right people get hands‑on with your product minimises the chance of negative write-ups.
How do you get reviewers excited about the product?
Once you’ve identified your reviewers and secured a review, it’s time to get them excited about the product. Sending a comprehensive reviewer’s guide is one of the most effective ways to ensure that reviewers understand your product and its key features.
The guide should highlight what makes your product unique and potentially offer suggestions for how to test it. Just don’t expect reviewers to only test in the way you want.
For particularly complex products, consider offering one‑on‑one calls with your media‑trained product experts to guide reviewers through the details. If budget allows, hosting hands‑on events can also provide journalists and influencers with direct interaction with your product in a controlled environment.
First impressions count. Your goal is to eliminate friction at every stage of the process.
Make your outreach list as tailored as possible so you reach out to the right reviewers. That means drafting a strong pitch — something short and to‑the‑point that covers the top‑line and the most interesting elements of the product. You need to make sure it’s tailored to that journalist, with a punchy subject. Just don’t get bogged down in technical detail, that comes later.
Make sure you prep any media‑facing engineers or product managers thoroughly beforehand and don’t overlook things like packaging, reliability of couriers, and the condition of your review samples.
You may need to take samples out of rotation if they’ve been reviewed a few too many times to save any dents or dings being visible to the next reviewer. Make sure to include a clear review sample agreement and prepaid return shipping label in every loaner unit.
A faulty or unprofessional delivery can sour the entire process before it even begins. And while a reviewer isn’t going to negatively review your product because of a poor delivery it’s in your best interest if the experience is smooth and professional from start to finish.
Let’s summarise…
1. Choose the right product: Make sure the product has strong features and lives up to its marketing promises
2. Target the right reviewers: Use your PR team’s expertise to identify media and influencers whose audience aligns with your product
3. Build a strong pitch: Provide a detailed reviewer’s guide and, where necessary, offer personalised briefings or product demos
4. Ensure smooth logistics: Control as much of the product delivery and experience as possible to ensure a positive first impression
Why reviews programmes are essential in 2025
In a world where PR professionals are asked to do more with less, leaning on a solid reviews programme isn’t just a smart move — it’s essential. Product reviews offer consistent, credible coverage that directly impacts consumer decisions.
So, while big, splashy campaigns might grab the headlines, the foundation of every successful tech PR campaign lies in well‑executed reviews. Make sure your reviews programme is a priority for your 2025 comms strategy, and you’ll build a pipeline of credibility that keeps delivering results.
Get your PR in shape
Want more advice to get your PR into the best shape of its life? Check out the other articles in our Comms Bootcamp series.
Or, if you’re looking to hire a tech PR agency that can deliver B2C and B2B influencer campaigns, contact us below and we’ll be in touch.