Before: build buzz
Early outreach, podcast interviews with founders and lead-service pitching that establishes expertise before the product exists.
Product launch PR
Product launch PR from first buzz to follow-up coverage
Product launch PR from Susan von Seggern builds interest before launch, announces on the day, and keeps pitching afterward.
Susan von Seggern’s launch work has included pre-product buzz, such as IceWind’s campaign before its turbines shipped, and launch-day announcements, such as Remotesome’s AI Transformation service in October 2026. Each launch combines a press release, sustained outreach, lead-service pitching and, where useful, an event.
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How do you get media coverage for a product launch?
You get launch coverage by giving journalists a specific, verifiable reason to care before launch day, then making it easy to write the story on the day. An exclusive or pre-brief does the first part; targeted email servicing and an optional wire posting do the second.
The facts carry the story. Remotesome’s release led with concrete numbers: AI pods of one to five engineers deployed in under 30 days, built on more than 650 talent scouts. IceWind’s release led with 157 mph winds at its Iceland test site.
Three phases of a launch
Launch day: announce
A release with an exclusive or pre-brief, email servicing to targeted media and a Business Wire posting if budgeted.
After: sustain
Continued outreach to outlets that missed the news, new angles from early customers, and conference or event appearances.
Launch PR checklist
Lock the launch date
Everything, including exclusives and pre-briefs, depends on a firm public date.
Gather the facts
Numbers, customer or partner names you may share, and a quote from leadership.
Choose an exclusive or pre-brief
Decide which outlet or journalists see the news first.
Plan the follow-up
Line up podcast pitches and event or conference opportunities for the weeks after.
Part of the corporate PR services overview from Susan von Seggern.
Common questions
Is corporate PR worth it for a startup?
It can be, when the startup has real news to share. Susan von Seggern’s portfolio includes early-stage work such as IceWind’s pre-product buzz campaign and Geoship’s equity crowdfunding campaign. Startups with nothing announceable yet may get more from lead-service pitching, where a founder’s expertise answers journalist requests, than from a full release program.
What is the exclusive or pre-brief model for press releases?
It is a way to give a release more impact before it goes wide. In an exclusive, one outlet gets the story first. In a pre-brief, selected journalists see the news ahead of time so they can prepare coverage for release day. Susan von Seggern uses one of these models, then follows with email servicing and a wire posting if budgeted.
How far ahead should we start PR for a launch or event?
Earlier is better, because pitching, pre-briefs and press lists take time and many outlets plan coverage in advance. Susan von Seggern’s event releases show the pattern: the SewDown announcement went out September 12, 2024 for an October 19 show. Contact her as soon as you have a date, even if details are still forming.
How do I know if my company news is newsworthy?
News tends to be newsworthy when it is new, specific and matters to a defined audience: a launch, a first, a record, a partnership, a notable number or an expert view on a current story. Susan von Seggern’s releases lean on concrete facts, such as Remotesome’s 650+ member referral network or the 157 mph winds at IceWind’s Iceland site.
What kinds of corporate clients has Susan worked with?
Releases on Susan von Seggern’s website include technology, energy and media companies: Remotesome’s AI Transformation launch in October 2026, IceWind’s turbine deployment in Iceland in 2020, Bitcoin Association’s first Satoshi Nakamoto Scholarship in 2020, and KOCOWA’s December 2022 content announcements. Her portfolio also lists Rock Row, a green home development that sold out in five weeks.
Is PR billed as a retainer or per project?
Both models are common in PR: retainers suit sustained media outreach over months, while project fees suit a single launch, event or release. This site does not publish Susan von Seggern’s billing model, so ask which structure fits your campaign when you get in touch. Sustained outreach, by definition, works over a longer stretch than a single announcement.