Written by Wyles Daniel
Research shows that public relations (PR) is almost three times more effective than advertising when introducing new products or services to the public. If your company is getting ready to release something new, then don't miss this vital window. PR for product launches focuses on earning third-party media coverage that builds trust, credibility, and awareness at the moment a new product enters the market.
Getting this media coverage is key to a successful product launch, so consider partnering with Otter PR. This award-winning American agency has established itself as a leader in leveraging the benefits of PR for product launches.
“We take great pride in helping companies not only build relationships with those elusive members of their target audiences but also turn those connections into real website traffic,” says Scot Bartnick, co-founder and CEO of Otter PR. “With our help, launching a new offering becomes easy.”Here's how partnering with Otter PR can help companies of all sizes connect with potential customers and watch new offerings take off.
How PR boosts new product launches: Social proof
Many business leaders understand they should write and distribute press releases whenever they have a new product, branch, or initiative to announce. Yet effective PR goes far beyond that.“Effective PR strategy mines every possibility to get your brand in front of the right media outlets,” Bartnick explains. “At Otter PR, we don't just give you a press kit to put on your website. We conduct active media outreach on your behalf, earning real coverage of your product launch campaign.”There are many benefits to getting these media mentions, such as:
- Increased visibility during a critical launch window
- Independent, third-party credibility that advertising can’t replicate
- Credibility reinforced through repetition across outlets
- Consumer trust through earned media validation
- Compelling contextualization for products through journalistic storytelling
As Bartnick explains, “Doing media relations during the launch phase not only builds anticipation for your new product release, but also builds trust. In effect, it creates social proof to buttress your brand reputation. A well-executed PR campaign tells your product story in a compelling way that promotes social engagement and can translate into sales when the product has gone live.”
Want this kind of strategic PR for your upcoming product launch? Reach out to Otter PR today!
Otter PR's approach to product launch PR campaigns
Otter PR starts its PR efforts long before launch day by:- Listening to and refining launch messaging
- Identifying product features that resonate with the media
- Developing pre-launch teasers and story angles
- Coordinating timing around launch milestones
“The first step to creating any product launch campaign is listening,” Bartnick says. “Our PR professionals pay careful attention to your desired launch messaging. They also ask follow-up questions to make sure they fully understand the features and benefits of your new item or service, which sets the foundation for the right PR strategy.”In particular, Otter PR understands that members of the media love behind-the-scenes information, teasers, and free samples. “Offering these can be a great way to get attention pre-launch as well as when the offering is still new,” Bartnick explains. “That's why it's common for our launch plans to include these things.”
Leverage influencers and other strategies for effective outreach Want to collaborate with influencers to generate buzz around your product? Otter PR can also identify the key social media accounts whose endorsement would resonate best with your ideal customers.
“When these voices become early adopters, their followers take notice,” Bartnick explains. “That's why we spend a lot of time doing market research to find just the right personalities to serve as brand advocates and ambassadors.”Above all, Bartnick emphasizes the importance of understanding people's media consumption habits and meeting them where they actually are. “Social media posts and content creation are great, but they only become truly effective when they meet the right journalists and influencers,” he says. “That's why we constantly employ media monitoring tools and stay focused on market impact. Are brand awareness numbers and engagement rates going up? What's happening at touchpoints and with conversions?”
One of the ways Otter PR has distinguished itself from other PR agencies is by guaranteeing media coverage rather than just trying to get it. For an example of how Otter PR has amplified a brand, consider the case of Elitone, the first FDA-cleared noninvasive treatment for women with urinary incontinence.
Case study of PR success: Elitone
Before partnering with Otter PR, Elitone co-founder and CEO Gloria Kolb struggled to secure media coverage for her invention, given the sensitive — arguably even taboo — nature of the condition it treats. Yet she couldn't give up, knowing her solution would make an enormous difference in the lives of millions of women.Otter PR helped her overcome these obstacles and raise awareness of Elitone in two main ways. The first was by elevating Kolb's profile as a thought leader in women's health. Toward this end, her team secured opportunities for her to showcase her expertise on podcasts and in relevant publications such as Woman's World.
Second, the team pitched Kolb's revolutionary technology to editors and writers, which earned Elitone features in key publications like Women Daily Magazine and TrendHunter. The metrics of this two-pronged approach speak for themselves.
Otter PR netted Elitone:
- Over 1,310 pieces of coverage
- Approximately 7.42 million views
- Coverage in outlets with an average Domain Authority of 95
Otter PR: The best PR for product launches
Is your launch date fast approaching? Don't fumble this opportunity. Enlist Otter PR to start preparing for your initial launch today.Is your product post-launch but still relatively new? It's not too late. Otter PR can help you make up for lost time.
Let Otter PR be your strategic guide and tailor a unique campaign just for you. Its PR teams know how to create the biggest splash for maximum impact. For a positive brand boost, trust Otter PR. Contact them to set up a free strategy session today!
