Why is it important to run a PR campaign for a new product launch?
Any new product or service introduced into the market will need a full-blown PR campaign in order to gather publicity, and a product launch press release is only one piece of the puzzle. A PR campaign can ensure that your product gets a flying start in the market and has a strong foundation that it can build on in the coming days.
Therefore, your product marketing launch plan should include a holistic PR campaign that creates a buzz and leaves an impression.
While a good product at a competitive price will speak for itself in due course, it is not enough on its own — irrespective of the popularity of its parent brand. Therefore, it will need a dependable launchpad that it can use to springboard itself into a flying start.
A PR campaign can create a sense of urgency, build curiosity, and capture the public’s imagination before your product sees the light of day. It is instrumental in creating a suspenseful build-up to the product launch day — the kind new products deserve after such a long gestation period.
Advantages of running a PR campaign for a product launch
Need more convincing? Here are the top reasons why you should plan a PR campaign for your product launch:
Helps with sales
The biggest advantage of running a PR campaign for a new product is that it helps with pre-sale. A well-executed PR campaign does more than just generate excitement in the market - it also convinces prospects to invest in your product. Therefore, you can set your product up for success from the day it becomes available for purchase.
Creates publicity
PR campaigns are great at creating word-of-mouth publicity for your product and brand. If your brand needs revival, a product launch PR campaign can come to your rescue.
Opportunity for rebranding
A product launch PR process can act as a refresher for your brand, or you could utilize this opportunity to reposition your brand if you wish to. This way, you can achieve two goals simultaneously and save time, effort, money, and resources.
What to include in a product launch press release
It's imperative to create a press release that is impactful, impressive, and stays on the minds of your target audience for days. To do that, you must include the following in your press release:
Logo: A press release is a piece of branded communication and, therefore, must always have your most recent logo. In fact, you should print the press release on the company letterhead or watermark the logo if you're sharing a digital copy.
Contact information: Always add the contact details of your PR spokesperson or the media team that handles inquiries, interview requests, etc. You should be prompt in replying to all questions.
Dateline: A product launch press release should have the correct date and time.
Headline: Make sure it has a catchy headline with the target keyword for your niche embedded in it. Headlines act as hooks for readers; make sure yours grabs attention.
Sub-headline: This could be a one-line summary of the new product or a by-line.
Introduction: Talk about the new product, its USP, and its launch date in the introductory paragraph of your press release. Give your readers all the essential information they came for.
Body: The first 250 words of a press release should contain all the relevant information and be SEO-optimized for it to perform well. When drafting the body of the press release, please keep all these details in mind. You should also include quotes from developers or leadership to make your press release credible and newsworthy.
Boilerplate: Don’t forget to add a section sharing details about your company. A boilerplate is your chance to talk up the brand; don’t treat it as an afterthought.
Close: Add a solid conclusion, possibly with a CTA that leads the readers to the website/page/marketplace where they can buy the product.
