Launching a new product, service, or brand is an exciting milestone—but no matter how great your offering is, it won’t make an impact if no one knows about it. That’s why generating PR buzz before a launch is crucial.
Pre-launch buzz builds anticipation, attracts media attention, and positions your launch for success from day one. But creating hype doesn’t happen by accident—it requires a well-thought-out strategy that starts weeks or even months before the big reveal.
Here’s how to generate PR buzz before your launch to ensure maximum exposure and impact.
Start with a Solid Story
Before you reach out to media or post anything online, craft a compelling story around your launch. Reporters don’t write about products—they write about stories. So ask yourself: What makes this launch unique? Why now? Who does it help and how? Are you solving a problem or tapping into a trend?
Whether it’s a disruptive new app, a sustainable fashion line, or a female-led startup challenging industry norms, frame your product or service within a broader narrative that media and audiences will care about. Your story is the foundation of your entire PR campaign.
Identify Your Target Media
Next, build a list of relevant media outlets, journalists, influencers, bloggers, and publications that cover your industry. These are the people who will help amplify your message. Don’t take a one-size-fits-all approach—research each outlet’s audience and style to ensure your pitch will resonate.
Start forming relationships early. Follow journalists on social media, engage with their content, and introduce yourself long before you ask them to cover your story. Building rapport ahead of time increases your chances of coverage when launch day arrives.
Craft a Media Teaser or Pre-Launch Pitch
Don’t wait until the day of your launch to reach out to the press. Create a pre-launch pitch or teaser that hints at what’s coming without giving away everything. This early outreach can create intrigue and give reporters time to prepare their stories.
For example:
“Hi [Reporter Name], I wanted to give you an early heads-up about a new health tech platform launching in June that’s going to change how patients book appointments nationwide. We’re keeping it under wraps for now, but I’d love to give you an exclusive look before we go public.”
Offering early access or exclusive interviews can make reporters feel valued and increase your chances of coverage.
Leverage Embargoed Press Releases
Embargoed press releases are a classic pre-launch PR tactic. They allow you to share all the juicy details of your launch with journalists ahead of time—with the agreement that they won’t publish anything until a specific date.
This gives reporters time to write thoughtful pieces, conduct interviews, or create in-depth coverage, and it allows your story to go live across multiple platforms simultaneously, creating a wave of visibility.
Just make sure you clearly state the embargo date and get written confirmation from journalists that they agree to it.
Build Anticipation on Social Media
In the weeks leading up to your launch, use social media to tease what’s coming without revealing too much. Share sneak peeks, behind-the-scenes content, countdowns, or vague hints to spark curiosity.
Use strong visual content like graphics, teaser videos, or branded animations. Encourage your followers to guess what the announcement is or tag a friend who’d be interested. This builds a sense of community and makes your audience feel involved in the launch journey.
Hashtags like #comingsoon, #launchingsoon, or a branded hashtag can help track buzz and encourage engagement.
How to Generate PR Buzz Before a LaunchActivate Influencers and Brand Advocates
Identify influencers, micro-influencers, or industry experts who align with your brand and have engaged audiences. Reach out to them with early access, free samples, or an exclusive preview of your product.
When influencers post about your launch before it happens, it gives you third-party credibility and expands your reach. Focus on authenticity—partner with people who genuinely like your offering and are likely to share honest feedback.
Also, consider mobilizing your current customers, email subscribers, or social followers by creating a launch ambassador program. Give them perks for spreading the word.
Host a Pre-Launch Event or Webinar
Whether it’s a virtual event, an invite-only demo, or a live Q&A, hosting a pre-launch experience creates excitement and gives people something to talk about. These events are perfect for building personal connections with media, influencers, and early adopters.
Make the event feel special. Offer sneak peeks, share exclusive content, let people ask questions, and give early access to your product. You can also record the event and repurpose the content for social media or PR materials.
Reporters love events because they can get original quotes, visuals, and hands-on experiences for their stories.
Release a Teaser Video or Trailer
Videos are powerful tools for building hype. Consider creating a short teaser video or trailer that introduces your brand or product in a cinematic, engaging way. Keep it mysterious or dramatic to generate curiosity. Think of how movie trailers create excitement long before the film is released.
Share the teaser across your website, email list, and social platforms. You can even create a countdown series of short clips leading up to launch day. A well-made teaser video gives you shareable content that people will be more likely to repost or write about.
Offer Early Access or Beta Testing
If you’re launching software, a subscription service, or a product that benefits from user feedback, consider offering a beta version or limited early access. Invite select media, influencers, or loyal followers to try it out and share their experiences.
This not only creates buzz but also gives you social proof ahead of the public launch. Highlight positive testimonials in your launch materials and create urgency by limiting access to a small group.
Prepare Your Assets in Advance
Make sure your media kit is ready to go before your launch. This should include:
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A press release (embargoed, if needed)
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High-resolution product images or demo videos
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Company backgrounder or fact sheet
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Executive bios and quotes
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Contact information
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FAQs
Having everything in one place makes it easy for reporters to cover your story and ensures you’re not scrambling for assets at the last minute.
Build an Email Countdown Series
Your email list is one of your most valuable assets. Use it to build anticipation with a countdown email campaign. Each email can reveal a bit more about your upcoming launch, share a teaser, or invite subscribers to an exclusive reveal.
This strategy keeps your audience engaged and makes them feel like insiders. By launch day, they’re already warmed up and ready to support, share, or purchase.
Monitor and Engage in Real Time
As your buzz-building activities roll out, monitor media coverage, social mentions, and influencer posts. Respond to comments, repost user-generated content, and thank people who share or write about your launch.
Your job doesn’t stop after publishing a press release or teaser post. Real-time engagement helps sustain momentum and builds strong relationships that can benefit your brand long after the launch is over.