I get it, your video is your baby. You've invested a healthy amount of money in its production and now you want the world to see it. Here are some tips on how do you run a successful PR campaign for the launch of your new video.
Start with a press release: The first thing you need to ask yourself is what are you announcing? Your video might be tied to the launch of a new product, a new company, or a larger company initiative. If you don't have a story to tell, create one! Tie it to a fun marketing campaign, a temporary sale or promotion. This should be captured in a press release that has all of the details on what you are announcing, including links to the new video. Make your headline punchy and exciting, to pique interest in the press.
Make a list and check it twice: Before you begin your press outreach, you need to find your audience and build a media list. Go wide with your research and find appropriate contacts at appropriate outlets. For example, if you're launching a new mobile payments app, you'll want to target tech (TechCrunch, VentureBeat), business (Bloomberg, Forbes, BusinessInsider) and trade press (Payment Source). If there is a consumer angle, take it to lifestyle editors at consumer publications (Cosmopolitan, PopSugar). If there's a local angle, target the local paper and the local news sources.
Tease the announcement: Don't give it all away at once! Tease the press with a short and sweet email that will make them begging you for more. Before you share a copy of the press release, ask them for an embargo agreement. An embargo is a promise to hold on writing the article until the time that your press release and video go public. Give the press at least a week to preview your video, hold an interview and craft their story. As soon as you have an embargo agreement, you can share a copy of the release and a link to the video.
Get ready for launch day: Set aside a budget for distribution on the day of launch. This includes distribution of your press release and distribution of your video. There are several great options to distribute the release depending on the size of your budget. For smaller budgets, I recommend PRWeb. For larger budgets and wider distribution, try PRNewswire or Marketwired. Virool can help you out for your video distribution and deliver your video to your target audience for budgets of all sizes.
With a smart PR plan, you will have a very successful launch day. Great press plus great distribution will drive amazing results.