On launch day,
let the media tell your story

A release puts your content on an outlet’s site: position and format are fixed, and readers arrive via search and browsing. Launch outreach asks a journalist to cover you around the announcement: stronger placement, better timing, but the editorial decision is theirs. What a launch really buys is that a journalist knows in advance and has something to write about — a release cannot replace that.

Three usual reasons: the people invited were sales or ops, not the journalists who write; the room had slides but no hands-on unit and no citable data; and no embargo was agreed, so the newsroom had already planned something else that day. Attendance is not the same as passing an editorial meeting.

It is the industry practice of sharing information early in exchange for an agreed lift time. With one, editors can write ahead and publish on cue. Without one, either somebody breaks early or everyone waits until there is no space left. We confirm lift times outlet by outlet seven days out, precise to the hour and time zone.

Six weeks as standard: list at T-6, press kit at T-3, embargo locked at T-7 days, synchronised push on the day, two weeks of follow-up. For CES, IFA or MWC, start eight weeks out — media schedules are full a month before the show.

No, and nobody should promise that. What we commit to is the list, the outreach and the follow-up: contacting the agreed outlets, supplying native-language assets, logging every reply and request. Whether a story runs is the editor’s call; contracts specify contacts and follow-ups, not article counts.

Yes — and an online launch depends even more on the press kit and embargo. With no event to attend, editors judge purely on the material. We arrange review units, demo footage and interviews ahead of time so they have something in hand on the day.