How PR Can Help You Launch a New Product or Service
So, you've poured endless time and energy into researching, developing, and perfecting your new product or service, and now it’s finally ready for the world. But then the doubts creep in—will this launch be a success? Will it reach the right audience? Or will this launch just be you standing on the edge of a canyon, shouting into the void?
It’s completely normal to feel those pre-launch jitters, especially when you're passionate about your work. But here’s the thing: even the most amazing products can fall flat if no one’s paying attention. That’s why having a strong launch strategy is crucial, and leveraging PR can make all the difference in getting the right eyes on what you’ve created. Want your next launch to be a hit? This 4-step checklist will get you where you need to be:
1. Generate Buzz 🐝 Before Your Launch
Imagine this: You’ve just baked the world’s best cake (or developed a killer new product). PR is like inviting the whole neighborhood to come smell the deliciousness before you even slice into it. Through strategic press releases, teasers, and outreach, you can create excitement and anticipation that has people counting down the days to your launch.
2. Position Yourself as the Expert 💡
The launch isn’t just about your new product—it’s about YOU and how you can serve others. PR can position you as the go-to expert in your industry, giving you credibility before, during, and after your launch. Speaking engagements, interviews, and thought leadership articles? All PR gold 🙌 that’ll make you the industry leader people trust.
Tip: Build relationships with journalists, influencers, and even fellow business owners who align with your brand. A strong endorsement or recommendation goes a looong way!
3. Tell a Story 📖 (Not Just Sell a Product)
Even if your product is a game-changer, what truly resonates with people isn’t the product itself—it’s what it can do for them. The key to connecting with your audience isn’t a sales pitch, but a story that means something to THEM. PR helps you share the journey behind your product and why it makes a difference in their lives.
4. Build Lasting Relationships
Your PR efforts don’t end on launch day. It helps you build and maintain relationships with media, influencers, and even customers that can benefit your brand long-term. Good PR keeps the conversation going, creating ongoing interest in your product and brand.
Launching a new product or service is a huge moment for your business. You’ve put in the work, and you deserve a successful launch that rewards your efforts! If you’ve got a product or service launch on the horizon and are ready to get serious about your PR strategy, we’re here to help. From building pre-launch momentum to post-launch follow-ups, we’ve got the tools and expertise to make sure your launch is a success. Let’s chat!
About The Author
Lauren Kwedar Cockerell is founder and president of Kwedar & Co. She is also the firm’s lead PR and marketing strategist, host of our podcast The Impatient Entrepreneur, as well as a frequent podcast guest.
Over the past 20+ years, she has worked with 100s of leaders and organizations to create PR and marketing strategies and tactics that support visions and reach goals.
To connect with Lauren, please send an email above, or book a consultation.