When Apple announces a new product, the world stops to listen. But unless you’re Apple, chances are your product launch won’t automatically create a media frenzy. The reality is that most brands, especially startups, struggle to get significant media attention for their launches.
In this exclusive guest post for Disrupt Africa, PR consultant Adjoa Kwakye says a common mistake most founders make is assuming that the product alone will generate buzz. However, in a crowded market where hundreds of companies are vying for attention, the story behind the product is often more important than the product itself.
So, why aren’t your product launch announcements making headlines? Let’s explore the most common reasons and how you can shift your strategy to get the buzz you deserve.
Why doesn’t the media want to publish your product launch press release?
A: In today’s fast-paced media landscape, journalists have to be selective about the stories they cover. While your product may be exciting to customers, it might not meet the newsworthiness criteria journalists use. They prioritise stories that attract clicks, align with industry trends, or have broad relevance. Fundraising announcements, major partnerships, or product launches tied to big brands naturally get more attention because they offer stronger narrative hooks.
As a startup, even if your product solves a real pain point, it can easily get lost in the noise without a unique angle or broader relevance. Journalists need more than a good product – they need a story that stands out.
What factor(s) can help your product launch announcement get noticed?
A: A successful product launch announcement isn’t just about listing features – it’s about demonstrating market relevance. Journalists need to see how your product fits into a larger industry trend or addresses a significant problem. Instead of saying, “Here’s what the product does,” show why it matters now. For example, if you’re launching a payments platform, tie it to a timely development like the rise of cross-border trade through the African Continental Free Trade Area (AfCFTA). Positioning your product within an ongoing conversation shows its relevance and makes journalists more likely to cover it.
Visibility also plays a critical role. Journalists are more likely to cover startups and founders they recognise – those who actively share insights on X and LinkedIn, participate in industry events, and contribute thought leadership. This steady engagement builds familiarity, making it easier for journalists to follow their journey and cover their announcements.
A year ago, I worked with two startups of the same size, in the same industry, both announcing product launches in the same week. Company A’s announcement gained significant media attention, with several journalists requesting follow-up interviews. Company B, however, struggled to attract coverage. The difference? Company A’s founder had maintained a strong public presence – frequently posting updates, engaging with industry peers on X, and appearing at relevant industry gatherings. For journalists, covering his launch felt like the next chapter in a familiar story. In contrast, Company B’s founder, though his product was equally compelling, had stayed quiet. Without visibility, his announcement didn’t spark the same interest.
Think of it as social dynamics: those who consistently remain visible and actively engaged become familiar figures, making people naturally curious about their next move. In the same way, founders who regularly contribute to the conversation stay on journalists’ radars, ensuring that their launches don’t come out of nowhere but feel like meaningful progress in an ongoing narrative.
What common mistakes can undermine the impact of your product launch press release?
A: One common mistake is using overly complex language. It’s tempting to showcase deep technical knowledge, especially in industries like crypto or AI, but if journalists can’t quickly grasp what your product does or why it’s relevant, they will move on. Think of it this way: if you can’t explain your product to a five-year-old, your press release is probably too complicated.
A good example is Apple’s original launch of Siri in 2011. While Apple is known for clear messaging, the initial Siri announcement leaned heavily on technical terms like “natural language processing” and “semantic search”. The press was confused about what Siri could actually do for users. It wasn’t until Apple reframed it – “Siri lets you send texts, set reminders, and ask questions using just your voice” – that the media could relay the product’s everyday value. This shift from technical specs to user-friendly benefits made the product’s purpose clearer and drove more meaningful coverage.
Another mistake is making the press release too long. Journalists have limited time and need to understand the core of your story quickly. If you try to pack everything into one release, the key message gets lost. Instead, keep it brief and focused on the essentials. If you need to include more technical information or context, send a separate document that offers the bigger picture. This gives journalists what they need to connect the dots without overwhelming them.
Can timing play a role in getting your product launch media attention?
A: Timing can make the difference between your launch getting noticed or being ignored. Announcing too early – when the product is still in development or without customer traction – can hurt your chances. Journalists want real results or meaningful data. A launch that says, “Our product is still in beta,” will struggle to generate excitement. Instead, wait until you have something tangible and impressive, like early user adoption or pilot results. For example: “After a six-month pilot with 1,000 small businesses, our platform is now streamlining cross-border payments across Africa”. This gives journalists something concrete to write about and shows your launch has substance.
Also, it’s important to note that timing isn’t just about when you’re ready – it’s about when your audience and the media are most likely to care. Launching your product when there’s high interest in a related topic – such as a new market trend or emerging technology – can amplify your message. Pay attention to the rhythm of your industry. If, for example, new government policies, regulations, or economic shifts make your product more relevant, use that moment to your advantage.
Think of it as entering a conversation that’s already happening: if the topic aligns with your product, journalists are more likely to engage with your story. On the other hand, launching when attention is focused elsewhere – whether on industry news or unrelated events – can make even the most innovative products harder to notice. The goal is to time your launch so it rides the wave of ongoing interest, making it feel both relevant and timely.
What else can you do if your product launch doesn’t get the media buzz you hoped for?
A: If your initial press release doesn’t gain traction, don’t panic – there are still ways to build momentum. One effective strategy is to turn the launch into an ongoing story. Instead of relying solely on the launch announcement, follow up with other content: publish op-eds, share case studies of early customers, or offer exclusive interviews to journalists with behind-the-scenes insights about your journey.
A great example of this approach is Airbnb. When Airbnb launched in 2008, its early press announcements were largely ignored. But the founders didn’t give up. They pivoted their strategy by creating compelling narratives about how the platform helped travelers find affordable, local experiences during the recession. They also produced customer stories about homeowners supplementing their income through Airbnb. This ongoing storytelling – not the initial launch – caught journalists’ attention and eventually led to meaningful coverage, helping the company gain traction.
Another approach is to repurpose the content for other channels. Share key highlights from your press release on social media, using LinkedIn or X (formerly Twitter) to reach a wider audience. Engage with followers and influencers by sparking conversations around the problem your product solves.
You can also use the launch as an opportunity to build relationships with journalists who didn’t cover the initial release. Offer them a different angle – maybe focusing on an industry trend your product fits into or sharing new data points. Consistent follow-up keeps your story alive and makes it easier to gain media attention over time.
