PR Strategy for Your Brand Launch

Why PR for a New Brand?

A single article in the right publication can drive more traffic and credibility than months of social media posting. PR coverage provides:

Third-party validation — A journalist chose to write about you
SEO backlinks — Media sites have high domain authority
Credibility — "As seen in..." is powerful social proof
Reach — Access to audiences you couldn't reach on your own

Building Your PR Foundation

Craft Your Press Kit

Before pitching anyone, prepare these assets:

Brand story — One page, compelling, newsworthy angle
Founder bio — Professional headshot and 200-word biography
Product/service description — Clear, jargon-free explanation
High-resolution images — Logo, product photos, founder photos
Key facts — Founding date, team size, notable metrics
Contact information — Direct email and phone for media inquiries

Host your press kit on your website (/press or /media) so journalists can access it anytime.

Define Your Newsworthy Angle

"We launched a company" is not newsworthy. Journalists need a story, not an announcement. Newsworthy angles include:

Trend: Your brand represents or responds to a larger industry trend
Data: You have original research or surprising statistics
Conflict: You're challenging an industry norm or established player
Human interest: Your founder story is genuinely compelling
Timing: Your launch connects to a current event or cultural moment

Identify Target Publications

Create a tiered list:

Tier 1: Major publications (TechCrunch, Forbes, Fast Company) — hardest to get, highest impact
Tier 2: Industry publications and blogs — easier to get, highly relevant audience
Tier 3: Local media, podcasts, newsletters — most accessible, builds momentum

Start with Tier 3 and work up. Coverage begets coverage — journalists check if others have written about you.

The Pitch

Find the Right Journalist

Don't pitch the publication — pitch the specific journalist who covers your beat. Research who writes about your industry, what they've covered recently, and what angles interest them.

Tools to find journalists: Muck Rack, Twitter/X lists, publication mastheads, LinkedIn.

Write a Compelling Pitch Email

Subject line: Specific and interesting. Not "Press Release" or "New Company Launch."

Structure:

Hook (1 sentence): Why should they care right now?
Context (2-3 sentences): What's the trend or problem?
Your brand (2-3 sentences): What you do and why it matters
The ask (1 sentence): Would they like to learn more, get a demo, or interview the founder?
Key details: Include the most impressive fact or metric

Keep the entire email under 200 words. Journalists receive hundreds of pitches daily — brevity is respect.

Follow Up

One follow-up email three to five days after the initial pitch is appropriate. If you don't hear back after the follow-up, move on. Never send more than two emails.

Timing Your PR Campaign

Pre-Launch (2-4 Weeks Before)

Send embargoed pitches to top-tier journalists (they get exclusivity in exchange for covering you on launch day)
Pitch podcasts (they have longer lead times)
Prepare all assets

Launch Week

Publish your press release
Blast pitches to Tier 2 and 3 publications
Share any coverage on social media immediately
Follow up with interested journalists

Post-Launch (Ongoing)

Continue relationship-building with journalists
Pitch follow-up stories (growth milestones, customer stories, industry commentary)
Offer yourself as an expert source for relevant stories

DIY PR vs. Hiring an Agency

DIY PR Works When:

Your founder is a good storyteller and communicator
You have a genuinely newsworthy story
You're willing to invest time in research and outreach
Budget is limited (most startups)

Hire an Agency When:

You need guaranteed placements for a funding round or major launch
You don't have time for outreach
You need ongoing media relationships
Budget allows $3,000-15,000/month

Common PR Mistakes

Mass emailing press releases. Spray-and-pray pitching annoys journalists and gets you blacklisted. Personalize every pitch.

No newsworthy angle. "We exist" is not news. Find the story within your story.

Bad timing. Don't pitch during major news events when journalists are focused elsewhere. Avoid Fridays and Mondays.

Ignoring follow-through. When a journalist responds, reply within the hour. Provide everything they ask for immediately. Being easy to work with earns repeat coverage.

Before the Press Arrives

When journalists check out your brand, they'll search for your website, social media, and online presence. Make sure everything is professional and consistent.

Use BrandScout to verify your brand name is secured across all platforms before media coverage sends people searching for you.