How to Avoid the Biggest PR Mistake When Launching Something New

Finally, a new product or service is ready to be launched. It’s a game-changer and now you want publicity because it can be the key to your success.

You think the news is how your new one works. But how something works is not a good story: the media don’t care, and until you give guidance, your customers won’t care either.

Your news is much more interesting than the way it works: it is the way you help your customers solve their problems; how to make their lives better, simpler, more practical, more profitable, and more aware. That’s probably why he started developing the new product.

Maybe you lost track because you focused on getting the details right. And all the blood, sweat, tears, and dozens of cold pizzas you inhaled along the way are a nod from the press. But your audience – the media and stakeholders – needs connecting points for them.

You must show, not say, why you are important and why they should care.

According to the article, Joan Schneider and Julie Hall are frequently mentioned in the Harvard Business Review.

To capture your customers’ attention and imagination, you need to tell a beautiful story. Stories help contextualize your value to your audience. As novelist Richard Powers wrote in his bestselling book The Overstory, “The best arguments in the world will not change your minds. All you can do is tell a good story.”

Make the press worry about your news and take it with you on a trip. Show why you are important, arouse their interest, and give them a reason to report about you. Journalists are naturally curious and human.

The biggest mistake is to start this process by writing a press release.

Of course, a launch will show your posts, put your innovation in context and provide, through your spokesperson’s voice, a short editorial about why you are changing the game. Good job, the launch is a draft for reporters. But this is not a brochure, so stop talking about marketing.

To get the right press release, you need to put the following pieces together first.

  1. Explain clearly what problem you are solving. Go beyond the mistakes you correct. Tell us why these errors are annoying or why your audience doesn’t get what they need. When IBM announced a new AI tool for advertisers to help them improve their advertising target, the first part of the launch explained that people are bombarded with ads and ignore the ads they don’t need. You can see that, right?


  1. Give your solution in human terms. Help people to do something better. Will your solution save them time? Allow more creativity? For example, Transfer is a company that partners with other large companies to train people for production jobs using virtual reality. The company’s story is not about legal headphones, it is about getting the unemployed back to work. Transfer ads are rooted in the message.


  1. Discard all jargon. Put your new product in the simplest language possible. Avoid acronyms, internal language, and any words or phrases that obscure what you are doing; otherwise, your innovation may sound as clever as your competitor’s and you may not be noticed.


  1. Show your role as a “blooper”. Learn a lesson from the B2C manual and share a story or two about the obstacles you faced on the road to success. What went wrong during the beta test that discovered how to fix this problem? For example, the son of Robin Williams has just launched a new line of supplements to relieve depression and anxiety. He says he has been making prototypes with family and friends for two years, trying to get the right flavors and effects. Imagine that you are in the test chair.
  2. Prepare your spokespeople. Provide your CEO and product manager with specific messages that suit your different target groups. Your CEO can handle high-profile press and podcasts; your product manager can chat with colleagues in vertical printing. Each offers an authentic perspective for colleagues and stakeholders.


  1. Share a customer story. Identify a hero from your beta testers and show them how they’re already getting great results with your new solution. User experiences confirm your claims and prove that your new product is worth considering. Turn these stories into videos and graphic testimonials that you can share on your blog and social media.


  1. Anticipate the good, the bad, and the ugly. Gather all possible questions and analyze the worst-case scenarios. Prepare your questions and answers, including “bad” questions. Then, set up your systems to monitor news and social media channels.


Write the release now. Once all of the previous pieces are in place, you are finally ready to write your publication without jargon. Include a quote to add value to your ad, not just a blanket “we are happy to market this product.” Includes visual aids (images, videos, demos, etc.).