The objective? Take Schwinn Bicycles and position it at the forefront of a still nascent, but very visible and important, market segment within the United States: “pedal assist” electric bikes. However, very few eBikes were being sold in the U.S. and few were seen as fun or exciting. These were just some of the challenges facing Politis Communications and sister agency, SOAR Communications, when approached by the 108-year-old Schwinn.

In this the information age, simply having a great product does not automatically produce customers. With the competition for consumers’ attention at an all-time high, actually getting your product in front of your audience is critical to success. One of PR’s main functions is to generate awareness, usually through third-party, independent reviews. These reviews bring credibility to a product because they are usually objective.