What is product placement?
If you’ve ever flicked through a magazine and spotted a skincare product in the editor’s picks, noticed a handbag in a style feature, or seen a particular brand on your favourite TV drama, you’ve probably witnessed product placement.
In public relations, product placement means securing opportunities for a brand’s products or services in the media that feels natural and credible. Unlike a paid advertisement, product placement relies on strategic positioning, journalist relationships, and relevance.
Why does product placement matter?
It matters for several reasons:
- Subtle but effective recommendation – Being featured in a top ten product or service round-up in a newspaper, magazine, online or TV gives instant third-party endorsement that advertising rarely gives.
- Credibility – Being featured in places like Vogue, The Times, or a hit ITV drama instantly boosts a brand’s reputation.
- Audience reach – It places products directly in front of the people who are most likely to want them.
Types of product placement
- Editorial
Getting products featured in newspapers, magazines and online. Think “Best beauty buys under £20” in Stylist or “Interiors trends” in Elle Decoration. This is often driven by good journalist relationships and providing the right product information at the right time. - Broadcast
Television offers strong placement opportunities not only from a TV magazine point of view (think ITV This Morning for example) but also from soaps and dramas too. Since Ofcom lifted restrictions in 2011, brands have been able to appear more naturally within programmes (although strict rules remain to ensure transparency and relevance). - Digital & influencer content
From YouTube reviews to TikTok and Instagram, product placement in digital content is growing rapidly. The key is working with digital creators whose tone and audience genuinely fit your business.
Tips for successful product placement
- Know your audience
There’s little point in chasing a feature in GQ if your core buyers are reading Good Housekeeping. Match your placement to where your customers spend their time. - Make it easy for journalists
Provide high-resolution images, clear product and contact details, and quick responses. Journalists work to tight deadlines, so if you’re helpful, you’re more likely to be included. - Keep it authentic
Whether in print, online, or on screen, the placement should feel natural. If it looks staged or forced, audiences will spot it instantly. - Nurture media relationships
Building trust with journalists, stylists, and content producers are essential. Long-term relationships often lead to repeat placements, especially during those seasonal calendar moments.
In summary
Think of product placement as an extra way to secure media coverage in addition to those news moments you have planned throughout the year. It’s your bread and butter and is an ongoing activity that helps keep your business, brand or charity fresh in people’s minds.