Last updated on Jul 3, 2024

You're launching a new product campaign. How can you secure media coverage at every stage?

Launching a new product can be an exhilarating yet daunting endeavor, especially when it comes to securing media coverage. The right coverage can catapult your product into the spotlight, creating buzz and anticipation. In the realm of public relations, it's essential to strategically engage the media at every stage of your product campaign. By understanding the media landscape and tailoring your approach, you can maximize your product's visibility and appeal to both journalists and your target audience.

1 Initial Outreach

Begin by crafting a compelling press release that highlights what makes your product unique. Personalize your pitches to specific journalists and outlets that align with your product's niche. Remember, a tailored approach goes a long way in capturing media interest. Start building relationships with key influencers and journalists well before your launch date. Offer exclusive insights or early access to create a sense of partnership and investment in your product's success.

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Mohammad Zaid

Business Analyst at Borgfy | Venture Studio-Building Tech Ideas | MBA | Digital Health | Mobile Apps
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- Pre-Launch: Offer exclusive previews to journalists and influencers. - Launch: Host a virtual event showcasing unique features and benefits. - Post-Launch: Share user testimonials and success metrics. - Ongoing: Maintain engagement with updates, partnerships, and tailored pitches to maximize audience impact.

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2 Press Kit Creation

Develop a comprehensive press kit that includes high-quality images, detailed product information, and company background. This should be easily accessible and shareable, ensuring that journalists have everything they need to craft their stories. Your press kit acts as the foundation for your media relations, so ensure it's polished and professional. A well-prepared kit can significantly increase your chances of getting featured in the media.

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3 Media Events

Host a media event or product demo that provides an experiential element for journalists. This could range from a webinar, a press conference, or an intimate gathering with hands-on opportunities. The goal is to create an engaging and memorable experience that will generate organic interest and coverage. These events are your chance to showcase your product's value proposition in a live setting, which can be a powerful tool in securing media coverage.

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4 Follow-Up Strategies

After your initial outreach and events, it's crucial to follow up with the media. This keeps the conversation going and shows your commitment to maintaining a relationship. Whether it's additional information, answers to questions, or just a thank you note for their time, follow-up is an often overlooked but essential step in securing coverage. It demonstrates professionalism and may lead to further opportunities for exposure.

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5 Ongoing Engagement

Keep the media engaged with regular updates about your product and company. Share milestones, user stories, or industry insights that could provide fodder for future articles. Ongoing engagement helps keep your product top-of-mind and can lead to repeated coverage, especially if you consistently provide valuable content. This long-term approach builds a sustainable relationship with the media that can benefit future campaigns as well.

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6 Leveraging Coverage

Once you secure coverage, leverage it across your marketing channels to amplify its impact. Share articles on social media, in newsletters, and on your website to reach a wider audience. This not only extends the life of the coverage but also adds credibility to your product and brand. Each piece of media coverage can be a powerful endorsement, so make sure to make the most of it.

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Ida Boeva

Building the link between media and the startup ecosystem 🔗 | Organic Social Media Specialist 📔 | Digital Content Creator 🤳 | Open to Work 📩
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This is one of my favorite topics because UGC is so relevant here. Events, press kits, creating content that is usable by others - that's all great. But when you do get UGC you need to use it to its fullest. Whether that's media talking about you and finding ways to talk about it over and over, or whether it is independent users talking and posting about your campaign. Taking that coverage and talking about it on your own channels, engaging with it on the pages/people's channels, reposting, etc. that's where the true value lies. It is one thing to talk about yourself but a whole other thing to get people talking. (And if you reshare enough UGC people get FOMO and want to be featured too.)

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're launching a new product campaign. How can you secure media coverage at every stage?

1

2

3

4

5

6

7

1 Initial Outreach

2 Press Kit Creation

3 Media Events

4 Follow-Up Strategies

5 Ongoing Engagement

6 Leveraging Coverage

7 Here’s what else to consider

Public Relations

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You're launching a new product campaign. How can you secure media coverage at every stage?

1

2

3

4

5

6

7

1 Initial Outreach

2 Press Kit Creation

3 Media Events

4 Follow-Up Strategies

5 Ongoing Engagement

6 Leveraging Coverage

7 Here’s what else to consider

Public Relations

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