Once you're wrapping up the research-and-development stage of a new product release, what steps do you need to take next to ensure a successful launch into the marketplace? A fantastic press release is a good start. But we're not talking simply a text-only doc you send out to a handful of media outlets the week of your product launch.
Here are six things to keep in mind when writing this initial introduction to your new product.
So what about this launch is especially important? Did you simply change the color or labeling of an existing product? If so, a press release might not be the most apt choice. Your PR efforts should have newsworthiness—and they should be timely. Is this announcement one that the public at large will be interested in, or is it part of a larger newsy incident or happening? Make sure you're selective about when to ring the alarm. Don't be a brand that cries wolf over the slightest tweak in a product or service offering. (Save that for your blog or social channels.)
According to a study from GreenTarget, recipients of press releases—namely journalists, reporters and bloggers—are unlikely to spend more than 60 seconds on your release. So the narrative flow of your PR can have a major impact on what key takeaways a reader will pull out. Lead with your most critical information—the what, why, when, where and how—to best sell your product release for a potential story. Perhaps even consider placing very digestible callouts or bullet points in your press release to draw the eyes and attentions of your end recipient.
So what about your niche PR recipients? Do you have reliable news outlets that are specific to your industry that may be more swayed to promote your launch with some added details? Addend items of interest for these types of niche content creators specifically. This could include specifications of your product or a catalog, when launching a new product line. Cater how much you expound to the style of outlet—even if it means segmenting your press release distribution.
While a conceptual service doesn't always lend itself to imagery, a physical product launch press release should always include photography of the product in question. Any opportunity to gain a placement that includes an image is like gold for getting more traffic to your product landing page. And it will appeal to bloggers and content creators, too—posts and articles with photos are more likely to boost traffic on their own sites as well. Just ensure that you're putting your best foot forward, visually—no low-resolution imagery need apply.
So who do you send this magnificent press release to, anyway? The greatest PR in the world is meaningless without getting it into the right hands. Take advantage of a wire service whenever possible—and don't restrict yourself to just the general-audience ones. Most industries have wire services specific to their fields, so find your place, and push those niche wires more aggressively. (Their viewers will be the most qualified leads.)
Your product launch press release could get a little bit of a boost with some early-access, exclusive content for your most reliable and trustworthy of media contacts. Get your product in front of influential reviewers before launch to get buzz rolling in advance of your selling period. A little bit of a tease from a reliable source on social media can go a long way toward swaying potential buyers in your direction.