Focus on niche publications and bloggers who are passionate about your product's category. Reach out to journalists and influencers you know personally or have built relationships with. Provide early access or interviews to journalists and influencers to incentivize them to cover your product. Develop high-quality press releases, product demos, and other newsworthy and engaging content. Leverage social media to generate buzz around your product and attract media attention. Attend industry events and conferences to network with journalists and influencers. Consider offering press trips to journalists to give them a firsthand experience with your product Monitor media coverage and adjust your strategy as needed to maximize impact.

In the technological arena in which we operate there are 2 types of products to launch: B2B products that there is no chance of a journalist reviewing them and electronic consumer products. In the first case, we update the professional Media about the innovations. In the second case, we are big supporters of distributing products for press reviews. Over the years we have discovered that it is nice to issue launch announcements (and they also sometimes get into important locations), but the significant impact is always reviews signed by well-known journalists. True, there is always a chance that the review will not be to our satisfaction, but this already requires a deep belief on our part in the quality of the products we promote...

Launching a new product on a tight budget? Consider how Southeast Asia's Grab used strategic partnerships to amplify its presence. By aligning with local media and influencers, Grab maximized organic press and targeted coverage. Similarly, New Zealand's Xero tapped into niche publications for accounting software, focusing on industry experts rather than expensive mainstream outlets. Build relationships with industry-specific journalists, offer exclusive stories, and leverage digital press rooms to reduce PR costs. Success comes from tailoring your outreach, not just scaling it. Sources: Grab success via TechInAsia, Xero insights from NZ Herald

On a tight budget, you can meet client expectations for press coverage by focusing on strategic, high-impact efforts. First, create a strong press release and product pitch that highlights the product’s unique value. Instead of large-scale media events, host virtual or intimate briefings for key influencers to build rapport. Utilize free or low-cost platforms like LinkedIn, Twitter, and industry-specific forums to generate organic buzz. Collaborate with industry experts or micro-influencers who can promote the product in exchange for early access or partnership, maximizing exposure without heavy spending.