So, it’s time to launch that new service or product that you’ve been excited about. A launch as we know it has certainly changed. It’s not enough to hire that PR firm and draft that press release, it’s going to take more than that.
Competition, when it comes to press is fierce and what’s newsworthy changes every five minutes, not to mention after that five minutes, it will be tough to stay relevant with the amount of news that is pushed out to consumers on a second by send basis.
Getting noticed can be a bit more difficult in today’s world of constant information, but here are some tips that might help in reaching those you are targeting.
Plan early, don’t wait until the last minute
You need to have a plan in place and gear up at least 8 to 12 weeks in advance. Reporters get news every day. They aren’t waiting for your story.
By gearing up early, you can start to find the reporters that you need to target and begin building relationships with them.
Find your influencers
You need to find the influencers that impact your target market. Introduce them to the product or service that you are getting ready to rollout. Give them the news first. Give them a trial and/or sample and encourage them to share a review or post it on their social channels.
Tradition public relations has transformed over the last few years, now we have to Digital Public Relations. So, look at multiple sources to get our information including online influencers. Online influencers have succeeded in building audiences that pay attention to them through their blogs, social media channels, videos, etc.
Use social media platforms to plant leaks
Find those people that are interested in your product and or service, brand advocates if you can and inform them of the “coming soon” information or even leaked videos or photos.
This will build sizzle and interest. Not to mention everyone likes to feel like they are the “first to know.”
Keep realistic expectations
Unless you are a big brand name you may not see a huge reception of your new product and or service launch. Don’t get discouraged, be consistent in sharing the news and try to make the launch as personable as possible.
Remember, consumers love to interact with companies that they feel they have a relationship with.
You need to remember your objective is to get the attention of the influencers and press that you are reaching out to get several press pitches a day. What will you do to be different?
Put your creative cap on. Perhaps it’s a funny video, a meme, a public service announcement that will get attention.
Make it easy for people to learn more about your product or service
Create videos, demos, whitepapers, information sheets. Don’t make them hunt for information. The easier you make it for them to get the word out, the better chance you will have them sharing your information. Don’t make the mistake of making it difficult for the press and influencers to get the word out, don’t give them information that would make them shake their head and hit the “delete” key.