If your brand is ready to launch a new product, PR should be a part of your plans. Simple.
Product launches are often obvious opportunities for brands to secure good, quality coverage. So, it’s crucial to manage announcements correctly. You’ve worked hard and now you want to shout it from rooftops. Trust me, we get it.
Here at Open Comms, we have mastered the art of pushing new products onto customer radars through PR. It’s what we’ve been doing for over a decade.
The importance of ‘Media Relations’ when using PR to launch a product
Media Relations is a critical function of PR. In particular when launching a new product to market.
As an experienced team of PR professionals, we collectively liaise with hundreds of journalists and key industry contacts on a daily basis. It simply comes with the job. Over time these interactions with the media become strong relationships. This is ultimately what our clients benefit most from. Here’s how:
Journalists are more receptive if they know you
Journalists are busy people, and it’s certainly reflected in their inboxes. The likelihood of them seeing a pitch, let alone replying to one, is slim to none. That is unless they know the sender and have worked with them in the past.
This is exactly why building and nurturing a mutually beneficial relationship with journalists is so important. Ultimately, the journalist should view a PR professional as a useful source of knowledge not a waste of time.
Tight deadlines can mean more exposure to last-minute opportunities
Journalists, reporters and the media in general work on extremely tight deadlines. This usually means that they will reach out to PR pro’s that they have a working relationship with.
Having an established rapport with key contacts in the media, be it print, online, broadcast or social media ensures that our clients’ new products and or services are always put forward for exclusive opportunities. These are not always available to others.
Bespoke approach when pitching to different media
When pitching to media it’s imperative that you understand what type of content appeals to them most.
When it comes to launches, consumer writers for example are predominantly interested in the product. Whereas journalists from national newspapers want more detail and possibly even a comment from the brand.
Knowing this information makes all the difference. However, this can only be achieved when you have extensive knowledge of the contact you are targeting.
How influencer marketing can support PR with product launches
Influencer marketing is a powerful tool so much so that the industry is on track to be worth up to $15 billion by 2022.
With a community of devoted followers at their disposal, influencers are a great way to launch a new product. Recent research even suggests some consumers trust influencers more than friends. Here’s why:
Influencers are deemed trustworthy by their followers
People are more likely to believe in a product when someone who they trust endorses it.
Influencers create authentic content
Influencers often personalise the content which they share. This is so that it’s relevant to their unique style and resonates with their followers, which traditional advertising cannot do.
Influencers are usually considered experts in their field
Influencers usually have a status of expertise in a specific area. Meaning if a brand is promoted by them, it instantly gains a sense of credibility.
How competitions and giveaways accompany PR when launching a new product
Competitions and giveaways are an effective way to reach a large number of people in a short amount of time. Particularly when using PR to launch a new product. They can either be placed with media titles and or influencers, print and or online.
In addition to gaining exposure among relevant audiences, competitions and giveaways can often incentivise people to follow or interact with a brand and its product. Essentially, when it comes to launching a new product, this is a great tool to drive awareness, spark up a conservation and create a buzz.
Using PR to launch a new product just makes sense. There is certainly no point in spending huge amounts of time and resources in developing a new product and then under-investing in its launch. That would make no commercial or common sense at all.
If your brand is ready to shout about a new product launch, we’re here to help. Why not give us a call on 01924 862477 or find out more about the services we offer here.