PR for product launches 

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What can be done to get journalists interested in a product? A product launch involves a lot of components that have to be synchronized to deliver success. PR for a product launch can reinforce its advertising and influence the target audience. PR has a crucial role to play in the process of a product launch, including its preparation. Given below are ways to make sure that PR for a product launch doesn’t fall flat. 

Create a market buzz 

PR companies are increasingly relying on social media as one of the important media channels used to endorse their products. It is important to identify the marketing pain points that a new product is trying to solve. This should be followed by establishing a market need in the press. An effective way to do this is to release survey results or data that creates a buzz around the product. Reaching out to influencers who would put in a good word about the product would also be helpful. 

Build relationships 

Reaching out to reporters well in advance of a product launch is always beneficial. Following journalists and complimenting them on their work is also useful. Before contacting them about a product launch, it is important to establish a foundation or a trusting relationship. This helps generate appreciable coverage about a product being launched. 

Build anticipation 

Due to the pandemic, traditional product launch methods such as in-store sampling and launch events have been limited. Now Is the time to make the most of social media platforms. For instance, for its partnership with Loop, DanoneUK used Instagram to build anticipation, posting videos and images. Teaser content can get people talking about what a product could be. 

Collaborate with the target audience 

If customers are directly involved in promoting a product, they will be more invested in a launch campaign. This strategy shows that a brand understands who its customers are and what their needs are. For instance, Lifesize, a firm that offers video meeting solutions, had an innovative solution during a product launch. They held their product launch at the Interop trade show, an event that brought together thousands of IT professionals from around the world. It was the perfect opportunity to get in front of their target audience, show the unique benefits of their solution, and position themselves as the emerging market leader. Within a few weeks of wrapping up the trade show, Lifesize was fulfilling more orders and running more meetings than they had initially anticipated. 

Prepare an online press kit 

An online press kit is essential, providing press contacts with information about new products 24/7. A press kit should include a press release, an overview of the given company, high-resolution photos or artwork, and the info of a company media contact. There may be supplemental information in the form of product reviews, testimonials, and company fact sheets. The press kit materials should be uploaded to the company’s website, and a link should be added directly to it from the product landing page. 

Ronn Torossian is CEO of 5WPR, a leading PR agency.  

Ronn Torossian

Ronn Torossian is the founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals in the company’s headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.

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