Launching a new product, service, or venture is something virtually every business owner looks forward to. It means you’re giving a new offering to the world and potentially starting a new stream of income. These launches, however, are much more likely to succeed if they have the proper PR behind them.
If you’re planning to launch anything in the near future, you’ll want to have a web3 PR campaign in the works well before the actual date. With that in mind, here are a few ways to go about it:
Organize the Event
One of the first things to keep in mind is that the actual launch event should not be looked at separately from the PR campaign. Some businesses make the mistake of publicizing the product being launched but not focusing enough on the event. Instead, you should make sure that the actual event is optimized to garner as much PR for your business as possible.
This means, if possible, hosting it in a high-profile location that is accessible while also being eye-catching. It means having an attractive aesthetic that will inspire guests to post about it and thus drum up more attention. It means having it properly organized with good timing to take advantage of shifts in the media.
Organizing the event also means deciding whether or not you will have a red carpet. A launch event could be an extravagant affair with several aspects, or could simply be the announcement of a product in a single room. Knowing how extravagant or how low-key the launch event will be allows you to plan your media strategy.
Liaise With The Media
Speaking of media, you have to make sure that they are well briefed about the launch event ahead of time. Decide which publications you will give access to the launch event and invite them well ahead of time. High-profile publications receive dozens of invitations each day, and you want to start on time to achieve the best results. Some publications charge a flat fee for media coverage of in-person events, and it’s best to sort this out ahead of time.
Besides simply inviting the media, you should also specify what exact coverage you are expecting. If you are inviting media platforms, explicitly state if they will have access to just red carpet interviews, if they will speak to your top executives, if they will be allowed inside the launch itself, if they will get a first look at the product, and so on. If you can, know ahead of time would exact journalists will be in attendance so that press passes and perks can be organized.
Have all this in writing so that there is no confusion on either side.
Schedule Press Releases
As a press release distribution service, we would be amiss to not mention the importance of scheduling your press releases. Because launch events are happening in real-time, you want to make sure that every piece of content going out into the digital sphere is planned ahead of time. Ideally, you want to put out our press releases announcing the days of the launch before it happens to drum up interest.
Then, you want pre-written press releases regarding the launch itself, including statements from your executives. Ideally, you want these to go out the day after the event occurs, with any notable developments added. You can leverage a service like what we offer here at BTCWire to have your press releases scheduled and approved ahead of time. This means no delays in publication, no confusion, and no losing momentum.
Invite Content Creators And Industry Heavyweights
Besides the traditional media, you might want to drum up publicity for your web3 launch by having content creators in attendance. As we’ve said in previous articles, influencer marketing is one of the most prominent ways to have a business seen in the 21st Century and is something you should certainly take advantage of. Just like with the media, you have to decide ahead of time which content creators you want to invite. Then, you have to liaise with them and/or their management to determine the fee they will be paid, logistics, transport, and so on.
More importantly, you’ll have to agree on what type of content you will be expecting from them. How many social media posts will they put up? How often will they tag your business? Having all these details ironed out ahead of time means that there will be less chance of conflict on either side.
Besides content creatures, you also want to make sure your guest list is curated to include industry peers and heavyweights. Having certain people in attendance at your event instantly makes them more notable, and this means more publicity for you.
Design Merch
As we’ve said in the past, having branded merchandise is a great way to get the word out about your business and engage with customers. When you’re planning PR for a web3 launch, you have to lean into branded merchandise as well. On the simplest level, this means having a banner with your company logo for the red carpet. It also means handing out merchandise at the event to get people talking and have more eyes on your business.
These, like every other aspect of a web3 PR campaign, should be done meticulously and well ahead of time. This means ordering the merchandise, getting samples, reworking anything that doesn’t come out well, and so on. While it might seem less complex than some of the other steps on this list, it can be cumbersome and thus should be approached with seriousness.
Conclusion
A Web3 PR campaign is essential when planning a Web3 launch event. Your event getting as much coverage as possible means that whatever you are launching is more likely to succeed. But there are several elements to making this work. This includes planning the event to be as engaging and high-quality as possible, inviting the right people, having the media in your corner, and even putting out appropriate merch. If all these come together, you can enjoy maximum PR and all the benefits that come with it.