How to Use PR to Maximise Your Product Launch

A well-executed product launch starts way before the launch date. A PR team can assist with a launch that is thoroughly planned, engaging multi-channel integration to set yourself up for a successful campaign. 

Start with the End in Mind

When organising your product launch, work backwards from where you want to go. Have a timeline, and set objectives and goals. Every decision that follows becomes easier once your targets are clear. 

Know Your Objectives

Your team needs to know what you want to achieve through the launch. Whether this is differentiating yourself from competitors, generating attention in a busy market or telling a specific story. A launch built to drive immediate sales will look very different from one designed to build long-term credibility and your plan should reflect that. 

Know Your Audience

Consulting with Public Relations professionals is integral for understanding how to reach your intended audience, and what channels are best to reach them. You can consider the outlets which they are the key audiences for, the social media channels where they spend their time, and if they are more influenced by word of mouth or industry professionals. 

If you know the answers to these questions, you can ensure your outreach and launch is more effective. 

Know Your Industry

It is integral to understand your competition and what makes your product different from theirs. This will allow you to find the foundation of your key messaging and angles. Make sure to keep a close eye on the bigger conversation happening, such as the major trends, story or shift happening in your sector right now – can you pivot your brand and your product launch into the conversation?

Build a Targeted Media List

A strong media list is about quality, not quantity. Get to know the publications and journalists who matter, and understand how they work. That means looking beyond those who are already interested in your sector. Know the risky journalists who may write something critical, or who tend to favour a competing brand. 

Craft Your Narrative and Key Messages

Journalists and audiences respond to stories more than product specs. Develop a clear narrative that your product launch fits in, and how this will appeal to the stories happening within the industry. 

Use Multiple Channels

Using multiple channels is one of the best ways to make sure your message gets to your target audience. A blend of digital, earned media, social media and event attendance lets you meet different goals simultaneously. Earned media builds credibility, whilst social media drives conversation, engagement and allows you to enter into direct conversation with consumers, digital extends your reach, and events allows you to immerse into your audience. The real power comes when these work together, supporting the same narrative and directing towards the same goal.

CASE STUDY

In May 2025, InsideOut PR launched Tennant Company’s X4 Rovr across Australian stores. The AI-powered robot is designed to clean supermarkets and major retailers without getting in the way of shoppers and staff. 

InsideOut PR first determined the purpose of the launch, which was to raise awareness of the product available, and highlight the benefits to supermarkets and retailers. Once they had a determined purpose, they could narrow down their target audience, hoping to reach executive level decision makers – especially in retail industries, as well as hoping to establish a positive sentiment among everyday consumers. 

With this audience in mind, they analysed the robot industry and the X4 Rovr competitors to determine what was their major point of differentiation – which they determined to be Tennant Company’s premium product offering, with better productivity, user assist, turn circle and serviceability. From this, they were able to successfully angle their pitches to consumer journalists, technology outlets, radio and industry news. These are the channels which were able to directly reach their target audience, and lead to sweeping coverage to support the product launch of the X4 Rovr. 

By Ruby Harris | PR Coordinator @ InsideOut PR