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Event & Product Launch PR
Pre-briefs, embargoes and day-of coordination so your launch is covered by journalists rather than announced into silence. Planned backwards from the date.
Most launches fail in the press for one reason: the agency was called two weeks out. By then the journalists who could have covered it have already committed their week, and there is no time left to build interest before the date.
Coverage on launch day comes from work done six weeks earlier. Pre-briefs under embargo, an exclusive angle offered to the right desk, assets prepared and approved, and a spokesperson who is genuinely free on the day.
We plan backwards from your date. If the date is too close for that to work, we will tell you and suggest what is realistic instead of taking the fee and hoping.
New products with a genuine point of difference
New offerings entering an existing market
Openings, conferences and public activations
Rounds timed alongside a product story
When there is a real reason behind it
If two or more of these sound familiar, this is the service you need first.
Everything was ready on the day and nobody wrote about it.
Two weeks out is not enough time to build interest before it arrives.
No embargo discipline, so it appeared piecemeal and lost its impact.
Nothing newsworthy in it, so desks treated it as marketing.
Because the work happened weeks before it, not on the morning of.
Everyone gets it at the same moment, which is what makes a launch feel like an event.
The angle is built first, so the launch is news rather than an announcement.
Four stages, planned backwards from your launch date. Six to eight weeks is the minimum that works.
Working backwards from the date. What is genuinely new, who should care, and which desks to approach first.
Assets, releases, quotes and spokesperson preparation, all approved before anyone is contacted.
Journalists briefed under embargo, with exclusives placed where they earn the most.
Coordinated release, same-day support, and a report on what ran and what it reached.
Every launch includes all of the following. Scope scales with the package, the list does not change.
Every deadline mapped backwards from your date, shared in week one.
What makes this coverable rather than an announcement.
Release, fact sheet, imagery and spokesperson bios, all approved in advance.
Who gets briefed when, and what each desk gets that the others do not.
One title given first look, where that buys more than broad distribution.
Journalists briefed before the date, under embargo.
Rehearsed answers, including the difficult questions.
Someone on hand for the whole day, not a scheduled send.
What ran, when, and what it reached, within a week.
Reachable on the day itself, which is when it actually matters.
Every deadline is set from your date, so nothing is discovered late.
Six weeks is the minimum that works. Under that we would rather say so than take the fee.
Launches move. Someone who can rewrite a quote at nine in the morning is worth more than a scheduled send.
Placeholder testimonial. Replace with one real, attributed client quote with written permission on file. One honest quote outperforms three invented ones, and a specific outcome outperforms a compliment.
Role, Organisation
Six to eight weeks minimum.
Pre-briefs need two to three weeks of lead time, and assets need approving before that. Under six weeks we can still help, but the ceiling on coverage drops sharply and we will tell you so.
An agreement that journalists hold a story until an agreed time.
It lets several outlets prepare properly and publish together, which makes a launch feel like an event rather than a trickle. It only works with desks that respect it, which is why the list matters.
Often, yes.
An exclusive to the right title buys a longer, better-placed piece than broad distribution does. Whether it is worth it depends on the launch, and we will tell you which applies to yours.
Then say so, and we will find the real story.
Sometimes the news is the data behind the product, the problem it solves, or the decision to build it. Sometimes there is genuinely no story, and we will tell you that too.
Yes, including openings, conferences and activations.
Press attendance, on-site coordination and same-day distribution of assets are all included.
Tell us as early as you can and we re-plan.
Moving a date after journalists are briefed under embargo costs credibility with those desks, so it is worth avoiding. It is recoverable once, not repeatedly.
You get a report within a week, and the assets are yours.
If you want the coverage to keep working, Media Relations or a retainer is the next step. A launch is a moment, not a strategy.
Most clients need two or three of these rather than one. The audit tells you which.
Tell us what you are launching and when. You will get an honest read on whether the timeline works, within two working days.
