How to Succeed in Press Communication for a New Product Launch

Getting ready to launch a new product?
That’s great news — as long as your future customers and the public know about it.

Press communication is your best ally: it attracts attention, strengthens credibility, and maximizes your chances of commercial success.

Why communicate with the media during a product launch?

Even the most innovative product won’t sell if it stays in the shadows. Successful media coverage allows you to:

• Create desire among your prospects

• Reinforce your credibility within your industry

• Generate coverage in the press and on social media

But this communication needs careful planning. Here are the 3 key steps to make your product launch newsworthy from day one.

1. Send a “Save the Date” to journalists

Objective: Alert the press in advance so they block the date in their calendars.

When to send it?
10 to 14 days before your press conference.

Recommended content:

• Date, time, and venue of the event

• Main theme: product launch

• Expected speakers

• Short, attractive tagline

👉 This first message mainly targets your usual press network: journalists already familiar with your brand or industry.

2. Prepare a full press release for launch day

This release should be:

• Distributed at the press conference

• Sent to a wider network of journalists, including those you don’t yet know

It must answer:

• What are you announcing? (product, range, innovation, etc.)

• Why this product? (the problem or need it solves)

• What are its concrete features and benefits?

• When and in what context is it launched?

• Who is it for? And why buy it now?

👉 Add a quote from the CEO or project leader to humanize your message and strengthen legitimacy.

3. Let journalists test the product

This is often the step that triggers the most impactful articles.

Why propose a product test?

• Allows journalists to form their own opinion

• Leads to more concrete articles with real feedback

• Boosts your credibility and transparency

How to proceed?

• Select specialized journalists

• Send them a sample or organize a tailored demo

• Provide a full press kit: HD photos, technical sheets, FAQs

👉 Even a nuanced review brings visibility. A tested product is a product that lives in the media space.

In summary

For a successful product launch:

• Inform the press in advance with a “Save the Date”

• Present the product on launch day with a clear, benefit-driven press release

• Offer tests to generate concrete media coverage