PR Product Launch Tips for Startups

We regularly speak with startups who are getting ready to announce a new product.  Many are new to the PR process, and one of the biggest pieces of advice we often give them is this: allow yourself enough time to do the necessary PR required for a successful launch before you formally announce your product. 

Why?  Because the PR launch of a new product (or service) is more than just a press release.  It is a carefully orchestrated program that begins weeks, if not months, before the actual announcement.  If you don’t allow yourself enough time, your product launch won’t give you the results you deserve.

For example, in whatever market you serve, you will find that many of your industry trade publications are open to being briefed on new product announcements before a press release goes out.  Conducted under embargo (which is similar to an NDA), an embargoed advance briefing means that they will hold the story for publication until the official announcement date; in fact, many media prefer this.  By engaging key media in advance of issuing your press release under embargo, the resulting media coverage is generally greater and more in-depth than if you wait to give it to them when the release goes out.  

Engaging the media under embargo is also a common launch tactic of industry leading companies, and something that startups should take advantage of as well.  For startups, this is generally four to six weeks prior to issuing your press release.  

For a successful PR launch of a new product, the number one tip we can share with startups is to allocate enough time to do the PR launch right.  If you do this, not only will you be doing what the industry leaders in your market are doing but you will get better results too.

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