Product releases have put a bad taste in the mouths of PR execs, especially now when there is so much product noise that tech brands are putting out. Communications and marketing teams are under extreme pressure to generate buzz about a new upgrade, line of service or add-on, even if the news itself is not very exciting. Far too often, tech brands quickly put together a vague, poorly written product release “on the wire” when the product is “ready and available” hoping for good press pickup and in the end, get disappointed by lack coverage and overall awareness.
With so many outlets to consider, be they owned, earned or paid media channels, product releases can generate buzz if launched the right way. Here are five ways to improve the next product launch, even if it’s not that exciting.