You need to have a plan in place and gear up at least 8 to 12 weeks in advance. Reporters get news every day. They aren't waiting for your story. By gearing up early you can start to find the reporters that you need to target and begin building relationships with them.
You need to find the influencers that impact your target market. Introduce them to the product or service that you are getting ready to roll out. Give them a trial and/or sample and encourage them to share a review or post it on their social channels. Online influencers have succeeded in building audiences that pay attention to them through their blog, social media channels, video, etc. Their influence is often greater than that of mass media.
Find those people that are interested in your product and or service, brand advocates if you can and inform them of the “coming soon” information or even leaked videos or photos.
Unless you are a big brand name you may not see a huge reception of your new product and or service launch. Don’t get discouraged, be consistent in sharing the news and try to make the launch as personable as possible. Remember, consumers love to interact with companies that they feel they have a relationship with.
We aren’t always insiders on when reporters have the capacity to write an article or when influencers have the time to get to your emails, so try to be patient and stay in touch with them, don’t overwhelm them, but don’t let them forget your name either.
You need to remember your objective’s to get their attention. Put your creative cap on. Perhaps it’s a funny video, a meme, a public service announcement that will get attention.
Don’t make them hunt for information. The easier you make it for them to get the word out, the better chance you will have them sharing your information.