A program & plan is in place for all the types of products that we work with.
Here are Crowd PR, we only work with physical products and are unable to publicize services that are doing a crowdfunding campaign. Our strength as an agency is consumer goods, technology products (no vaporwear), and fashion related products (such as backpacks). We're good with anything kitchen related too (as you can see by the knife set case study that raised $2.1m). Why do we only work with certain types of products? Because we only have relationships with publications that cover the types of products we work with.
We do not use mass email, mail merges, or form pitching (sending journalists nearly identical emails). Anyone who uses those methods is heavily relying on luck. We do things the hard way here: pitching journalists one by one, in unique ways, with most of our pitches originating from a phone call or text message before an email.
Press releases hardly ever yeid results. Websites that automatically post every press release are not actual articles. There are some big publications who post every press release, but no one actually sees these press release repostings -- they are not accessable from their homepage, nor are they shared to social media. The only person who sees those articles is the people who paid for the press release.