Launch Day PR Coordination
Your launch day is a critical moment. Here's how to coordinate PR, product, and marketing for maximum impact.
Pre-Launch Preparation (2-4 Weeks Out)
- Press materials ready: Press release, pitch emails, media kit
- Media list finalized: 20-40 targeted journalists
- Visuals prepared: Screenshots, logos, founder photos
- Interview prep: Key messages, FAQ, talking points
- Team aligned: Everyone knows the timeline and their role
Embargo vs Simultaneous Release
Embargo Approach
Best for: Major announcements, when you want coordinated coverage
- Give journalists time to prepare thoughtful stories
- Multiple articles drop at once for big impact
- Risk: Embargo breaks can happen
Simultaneous Release
Best for: Smaller launches, when speed matters
- Simpler coordination
- No embargo management
- Coverage may trickle in over days
The Exclusive Offer
Offering one publication an exclusive can secure guaranteed coverage.
When to Offer Exclusives
- You have a clear Tier 1 target
- The story is strong enough to justify it
- You're okay if they decline
Exclusive Terms
- Typically 12-24 hours before others can publish
- Clearly define what "exclusive" means (first to publish, not only coverage)
- Have a deadline for their decision
Launch Week Timeline
Launch Week Checklist
Day -7 to -5: Exclusive outreach
- Pitch your top-choice publication for exclusive
- Give 48 hours to respond
- Move to plan B if declined
Day -4 to -3: Embargo pitches
- Pitch remaining Tier 1-2 journalists
- Clearly state embargo date/time
- Schedule interviews
Day -2 to -1: Final prep
- Confirm all interviews complete
- Prepare social media posts
- Brief team on launch day plan
- Test all systems
Day 0: Launch
- Embargo lifts at agreed time
- Execute hour-by-hour plan
- Monitor and respond
Day +1 to +3: Follow-up wave
- Pitch journalists who didn't respond initially
- Share coverage momentum as social proof
- Pitch different angles
Hour-by-Hour Execution
Launch Day Schedule (Example: 9 AM ET Embargo)
6:00 AM: Final checks on all systems
8:30 AM: Remind embargoed journalists of lift time
9:00 AM: Embargo lifts
- Publish blog post
- Send announcement tweet
- Push Product Hunt live (if using)
9:30 AM: Share first coverage on social
10:00 AM: Email announcement to list
12:00 PM: Follow up with journalists who haven't published
2:00 PM: Second social push with coverage roundup
5:00 PM: Thank journalists who covered
Evening: Coverage roundup email to team/investors
Coordinating All Channels
Product Hunt
- Schedule for 12:01 AM PT for full day visibility
- Coordinate with PR embargo time
- Have team ready to engage
Social Media
- Pre-write all posts
- Coordinate founder + company accounts
- Engage with all coverage immediately
- Customer announcement after press goes live
- Investor update with coverage links
- Team celebration email
Post-Launch PR
- Coverage roundup: Compile all coverage, share internally
- Thank you notes: Email journalists who covered you
- Social proof: Update website with "As seen in" logos
- Relationship building: Connect with journalists on LinkedIn/Twitter
- Archive: Save all coverage to press page