To maximize media coverage for a product launch, a PR agency should work with the client to create a story bank with different angles on the key stories. For a healthy snack launch, the agency developed over 15 story angles including the product announcement, health benefits, brand ambassador activities, social media promotions, and photos. An effective story bank pulls from internal company details as well as external public perspectives to provide multiple angles for repurposing content across various media and social platforms.

1. How to Maximize Media
Coverage for a Launch
By Pacharee Pantoomano @ Brandnow.asia

2. What’s the PR Story?
 Have you watched a movie
where the story is told
from the ending?
 Maybe you might have
seen a movie where it's
told through the eyes of
different characters
 This is viewing the story
from different angles
 PR works similarly

3. Story Bank
• To get maximum media coverage, the agency and the client co-
creates a story bank
• Compilation of stories, photos and videos
• Internal: organization, executives and spokespersons
• External: public, media in the form of press release, interview, media
briefing or press conference
• Repurpose content for the web and social media

4. In Context of a Snack Launch
We’ll put this in the
context of a launch
of a healthy snack.
When we supported
Sunbites with Fiber
(Pepsico), we initially
planned for
approximately 7
releases. By the
time, we were
finished with the
project we had more
than doubled.

5. Here were the stories
1) Pepsico snack division, 2) Sunbites product
announcement, 3) Health benefits, 4) Cris Horwang as
brand ambassador visiting the media, 5) Lipta song for
the launch, 6) Lifestyle for busy women and fitness, 7)
Post launch star studded press release, 8) Cris dance
routine for Sunbites song with Lipta, 9) Social media
competition to get a chance to win Sunbites products
and iPad, 10) Cris' fashion, lifestyle and fitness, 11)
Photo release for business, 12) Photo release for
entertainment, 13) Photo release for lifestyle, 14)
Product taste review 15) Backstory on the dance and
commercial shoot.

6. Next time you’re planning a launch, we recommend that you
create a story bank to get maximum coverage for your
products or services.

7. About BrandNow.asia
Established in 2008, Brandnow.asia is a boutique brand
communications agency serving startup, unicorns,
disruptive and blue-chip brands here in Thailand, Asia,
and around the world. We’re a member of PRN, a
network of agencies that spans the globe.
Some of our clients are Grab, Lalamove, Nokia, adidas,
Pepsi, and Grohe to name a few. Our focus is on brand
communications and our services include
communications strategy, media relations, public
relations, social/digital PR, direct marketing to event
management. We look forward to being of service.

8. Thank you
brandnow@brandnow.asia
www.brandnow.asia
+662 105 4217
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