2. Why Does PR Matter?
PR is a flash in the pan
But it can ignite a fire
And while it won’t guarantee success
It can give you 15 minutes of fame
And push your campaign forward
3. When and How?
• PR and marketing go hand-in-hand
• Start planning for PR early
• Incorporate PR at every stage
• Allocate time, money, and people to PR
4. Craft a Strong Message
• What’s your product? (elevator pitch)
• What are your key features?
• What are your key differentiators?
Iterate until you get it right
5. Create Great Content
• Hire a photographer and videographer
• Take beautiful photos of your product
• Shoot a quality crowdfunding video (2 min)
• Edit a few 5-10 second teaser clips
Use this content for everything
6. Launch Strategies
• Don’t reveal too much ahead of time
• Have a teaser page (website)
• Reviews are always best (pre-production)
• Demos / briefings (prototype)
• Announcements / news are terrible
This is where planning for PR early pays off
7. Launch Date
• Be mindful of conflicts with other launches
• Be aware of conferences
• Tuesdays at 10AM PT are best
• Setup an embargo
• Don’t launch between Black Friday and CES
8. Launch Targets
Acquire or build a media list:
• Research coverage for similar products
• Identify publications and reporters
• Find contact info (*)
9. 2 Weeks Before Launch
• Message and content must be ready
• HW and SW must be ready
• Campaign and teaser page must be ready
• Reviewer guides and blog must be ready
• Start pitching the media under embargo
• Send review units or setup demos / briefings
10. 1 Week Before Launch
• Continue pitching the media under embargo
• Follow up on review units
• Do briefings / demos
• Make sure the media have all the content
11. 1 Day Before Launch
• Follow up with the media
• Make sure the media have final content
• Answer final questions
12. Launch Day
• Pitch any remaining media
• Start keeping track of media coverage
13. Days After Launch
• Media interest decreases as time passes
• Delayed coverage can be helpful
• Continue keeping track of media coverage
