Communications Strategy – The Main Ingredient in Your Product Launch

Whether introducing a cutting-edge biomedical device, oilfield pump, or even a fun app to find the hippest food trucks, the success of your product launch will depend on a thoughtful communications plan.

Developing a communications strategy months in advance is critical to helping you identify the key messages and product positioning in addition to the media channels in which your company will focus its PR blitz.

A successful plan will integrate public relations, social media, video and content within the advertising and digital marketing strategy. But integrating these various departments doesn’t guarantee success, you will need to consider some other factors to make your launch successful:

Tell a story that sticks

You will need to tell a story that resonates with your industry’s key influences as well as the end users of your product. Know what differentiates your product from the previous version as well as the competing products in the marketplace. Develop a plan for how you will position this product.

Although it may not be a disruptive piece of technology, perhaps it features a simple yet elegant solution that improves the user experience. Tell that story and tell it well.

Create a Winning Press Kit

Now that you have figured out the key messages, it’s time to write a press release with the critical pieces of information that tell your story. But remember, your press release is only as good as the media you target. That’s where a solid editorial calendar that identifies key journalists will be critical.

Also knowing when and how to approach B2B trade publications versus mainstream media publications in your hometown will go a long way in getting results.

Find the Right Media Channels

Identify your key B2B publications. Read these publications and learn how the editors and writers treat new products. Look at how those publications share and distribute information and articles on social media platforms so you can help share your new product information while engaging with both journalists and end users on social media. Additionally, you can find ways to repurpose the press release and product descriptions as you incorporate them into a content marketing strategy with blogs to explain the benefits of using your product.

Encourage and Monitor Product Reviews

And last by definitely not least: Be prepared to ship your products to key journalists and bloggers in order to get some reviews. Be sure your product is ready to undergo intense scrutiny. When those favorable reviews begin trickling in, you will have more material and links to share on social media channels. Additionally, these reviews will be critical to gaining attention from journalists seeking an independent review as they evaluate your PR pitches.


Written by Robert Crowe

After spending 12 years in city government and journalism, Robert Crowe directs the esd’s Communications team. He is responsible for creating strategies that increase media awareness, brand recognition, and audience engagement. While writing for the Houston Chronicle and San Antonio Express-News, he was recognized with awards for his crime reporting, breaking news and watchdog articles.

esd newsletter

esd social

esd & associates 21h
Meet our new Social Media Strategist! Paloma has a knowledgable background in Social Media, PR, and Communications. Her passion for Digital Marketing is what sets her above the rest when it comes to all things involving creative content. She enjoys going hiking, practicing her calligraphy, and spending time with her two adorable dachshunds. We are thrilled to have her on the team! #GetToKnowESD
esd & associates 08/15/19
20,000 passengers have tried VIA Link, a "smart transit" option that provides shorter waits and faster connections with app-based booking and rides tracking within the VIA Link service area.
esd & associates 08/08/19
Happy Birthday to our Web Developer, Aaron! We're so happy to celebrate you today.
esd & associates 08/06/19
Meet Our Intern Tristen! "I thoroughly enjoyed my time at esd. The esd team truly exceeded my expectations of what I thought it would be like as an intern. I was challenged, taught, and encouraged. I am thankful for the people who helped me start my growth as a business professional and am excited to continue learning and gaining experience in the marketing industry. With graduation in the near future, I hope to find a marketing position with a company that advocates for saving marine life, while continuing my education with a graduate degree in Integrated Marketing Communications from the University of Mississippi :)"
esd & associates 07/09/19
Meet Our Intern Madison! "As an intern at esd I was welcomed with my first real office work environment. I was able to use what I have learned in my courses at school and put them into real world projects. Networking, filming and editing for our big name clients has really helped me fill out my film reel and resume. Using new equipment and software outside the classroom has been a real perk of this internship. I have been taken in by all parts of the esd team, helping across all departments for projects, and learning things from everyone and their jobs at esd. Gaining as much knowledge and more skills to make me more well versed in my field. After college, I am looking forward to working on more video productions for film in Austin and making a name for myself as a director."

Your Digital Marketing Source

Introducing the esd Media Library

At esd, we write white papers on a broad variety of digital media topics, from lead nurturing and email marketing to search engine optimization and B2B buyer personas. Consult our media library for in-depth answers to all your digital media questions.