Product PR agency serving Sydney and brands across Australia

Product PR and launch campaigns for consumer brands.

Biased helps founders and marketing teams introduce new products through media outreach, product sampling and founder profiling.

We explain what your product offers, prepare the launch materials and approach journalists whose audiences are relevant to your brand. We manage the outreach, media enquiries and follow-up alongside your team.

Discuss your product launch

Make the difference clear

Explain who the product is for, what it offers and why it deserves attention.

Put samples to work

Introduce the product to selected media with the information they need to consider it.

Follow through after launch

Manage enquiries, interview opportunities and relevant follow-up as the campaign develops.

Product publicity with relevant experience behind it.

Grumpy Bums baking products and prepared treats
Photography: Nest Lifestyle Photography

Grumpy Bums

Consumer product PR, founder profiling and sampling

Biased introduced Grumpy Bums, a range of products for baking at home, to a wider audience through brand and founder profiling.

Our work included media releases, targeted media outreach, content and copywriting, product sampling, and partnerships and advertising consultation.

View the Grumpy Bums project

Lotus Dining Group food and dining photography
Photography: Alana Dimou

Lotus Dining Group

Beverage launches and product send-outs

Biased’s work with Lotus Dining Group included launching Australian Rice Lager with White Bay Brewing Co. and Mandarin Gin with Big River Distilling Co.

The wider brief included media releases, product launches and send-outs, media events and influencer engagement.

View the Lotus Dining Group project

What does your brand need to announce?

You are launching your first product

The product is taking shape, availability is being confirmed and you need to introduce the brand beyond your existing contacts and followers.

Biased helps establish the product story, prepare the founder and organise the materials and outreach needed for the launch.

You have a new range or collaboration

Your brand is established, but there is something new for customers to understand: another range, a limited release or a product developed with a partner.

We identify what makes the announcement relevant and coordinate the messages, approvals and media approach.

Your product is on sale and needs publicity

The original launch has passed, or the product is reaching a wider market. You need a worthwhile reason to approach the media now.

We assess opportunities around new availability, product developments, seasonal relevance and the people behind the brand.

What Biased handles for your product launch.

01

Product positioning and story development

Work out what makes the product relevant to its intended customer. We turn product knowledge, founder experience and confirmed points of difference into clear messages and media angles.

02

Launch materials and press releases

Prepare the announcement, product information, founder background and approved quotes. We identify the imagery, pricing and availability details needed to make the story useful.

03

Targeted product publicity

Approach appropriate consumer, lifestyle, food, beverage, business or trade media according to the product and brief. We explain why the story suits each audience and manage relevant follow-up.

04

Product sampling and media send-outs

Identify suitable recipients and coordinate the agreed sampling activity. We help prepare the accompanying information and agree how products, packaging and delivery will be handled.

05

Founder and spokesperson profiling

Develop the story behind the product and prepare the people who can explain it. Support can include interview messages, anticipated questions and journalist briefings.

06

Campaign coordination and media response

Keep outreach aligned with product availability, approvals and your wider launch activity. Handle media enquiries, coordinate responses and review the coverage against the brief.

Product sampling with a clear purpose.

Samples can help a journalist understand, try or photograph your product. The recipient, timing and supporting information all need to suit the opportunity.

Before a send-out, we agree:

  • Which media contacts are relevant and why.
  • What product or range they need to receive.
  • Which product facts, prices and purchase details to include.
  • Any handling instructions supplied by your team.
  • Who provides the stock, packs the samples and arranges delivery.
  • How enquiries and follow-up will be managed.

This keeps sampling connected to the PR brief and makes the responsibilities clear before products leave your business.

The product story, the founder story and the buying occasion.

Product public relations can give the media several reasons to consider a brand. We assess which are supported by the product and relevant to the intended audience.

What the product offers

Its purpose, features, use and availability. The story should help someone understand what they would be buying and why it could suit them.

Who created it and why

The founder’s experience, the problem they set out to address and the work behind the product. We identify the parts that can support a useful interview or feature.

When the product is relevant

A seasonal release, gifting occasion or new collaboration may create a suitable opportunity for product features and gift-guide consideration. We assess the fit and publication timing before pitching.

Get the launch details ready for media interest.

You can involve Biased while the launch is still being prepared. We help identify what is missing and what needs to be confirmed before outreach begins.

The essentials usually include:

  • What the product is and who it is intended for.
  • Confirmed pricing, release timing and where people can buy it.
  • Product information and evidence supporting the claims you want to make.
  • Suitable product images and founder photography where relevant.
  • Sample availability and fulfilment arrangements.
  • A spokesperson and a nominated person to approve communications.

Knowing where and when the product will be available helps us align the announcement with the customer’s ability to find it.

Before launch, through release and beyond.

01

Prepare the announcement

We review the product, audience and commercial objectives. Together, we agree the story, materials, sampling approach, approval process and outreach priorities.

Timing takes account of product readiness and the publications being approached. Where appropriate, we discuss advance information with selected media under an agreed release time.

02

Manage the launch PR

We issue the agreed materials, approach relevant journalists and coordinate samples and interviews within the brief.

Your team keeps us informed about stock, availability and any changes. We keep communications aligned with the confirmed information.

03

Pursue the next relevant opportunity

We follow up interested media, handle further questions and review what the campaign has generated. Where the scope allows, we assess additional product features, founder interviews or seasonal opportunities.

Give your product launch a clear PR brief.

Tell Biased what you are launching, who it is for, where it will be sold and when you want to announce it.

Discuss your product launch

Support for one launch or a continuing product calendar.

A defined product launch

For a new product, range or collaboration with a clear announcement to prepare.

We agree the PR work around your objectives, timing, media materials, outreach and sampling requirements.

A product already in market

For a brand with something substantive to introduce or explain, such as wider availability, a product development or a relevant seasonal offer.

We assess the current story and recommend a focused publicity brief.

Ongoing consumer PR

For a marketing team with regular releases, partnerships and opportunities to profile the brand or its founders.

Biased provides continuing support to identify worthwhile stories, prepare materials and manage media activity across the product calendar.

Discuss the support you need
Biarta Parnham, founder of Biased
Biarta Parnham Founder, Biased

Work directly with the people handling your PR.

Biarta Parnham and the Biased team work with founders, brand managers and internal marketing teams to understand the product and the business behind it.

We establish clear priorities, agree who approves the work and remain involved through delivery. Where designers, photographers, distributors or other agencies are part of the launch, we coordinate the communications with the relevant contacts.

Biased serves Sydney and supports brands across Australia. Our published product work includes food and beverage PR, with the approach shaped around each brand’s audience, availability and announcement.

Know what the campaign is working towards.

The brief should establish the role of PR in your launch and how the work will be assessed.

Relevant measures can include product features, founder interviews, coverage in appropriate outlets, inclusion of key messages and accurate purchase information. Referral traffic can also be considered where suitable tracking is available.

Sales are assessed alongside your advertising, distribution, pricing and other marketing activity. We agree the priorities and reporting scope around your objectives and available data.

Product PR and launch campaign questions.

When should we speak to Biased about a product launch?

Get in touch while the release timing, product availability and launch materials are being planned. That gives us time to identify the story, prepare the spokesperson and consider relevant media opportunities.

If your launch is close, include the timing in your enquiry so we can assess what is practical.

Do you work with new brands and founders?

Yes. Biased can support a founder introducing a first product as well as an established marketing team launching a new range.

We start with the product, intended customer, availability, budget and objectives to assess the right scope of support.

Can you help if the product has already launched?

Yes. An existing product may have a relevant story around wider distribution, a new range, a collaboration or a particular buying occasion.

We review what is new or useful to the audience before recommending an approach.

Does sending a sample guarantee a review or coverage?

No. A sample gives the recipient an opportunity to assess the product. Editorial coverage and review conclusions remain their decision.

We select relevant contacts, provide useful information and follow up appropriately. Any paid content is agreed as separate activity with defined deliverables.

Do we need a launch event or influencer campaign?

That depends on the product, audience and objectives. Some briefs are suited to targeted media outreach and sampling; others may benefit from an event or creator involvement.

We discuss the role, responsibilities and additional costs before including that activity in the scope.

Can you work with our existing marketing team or agency?

Yes. Biased can manage the PR component while your team or existing partners handle advertising, design, ecommerce and other launch activity.

We agree contacts, messages and timing so the communications support the wider launch.

How much does product launch PR cost?

The fee depends on the work required: the complexity of the product story, materials, media outreach, sampling, spokesperson support and campaign duration.

Product stock, packaging, delivery, production and paid activity also need to be allowed for where relevant. Share your product, timing and intended budget so Biased can discuss an appropriate scope.

What if our launch date or stock availability changes?

Tell us as soon as the change is confirmed. We review planned outreach, update approved information and contact relevant media where needed.

A clear approval contact and accurate availability details help us manage the announcement around what customers can actually access.

Tell us what you are bringing to market.

Share the product, intended audience, purchase locations and any confirmed launch timing. Biased can assess the opportunity and discuss the PR support needed to introduce it.

Discuss your product launch