If there is any industry that has seen a massive boom in the last few years, it is the Artificial Intelligence (AI) sector. Nowadays, more AI products are being launched than ever before, and spending in the space is on track to skyrocket over the next decade. This has, naturally, led to an increase in AI-related startups.
AI startup PR is on the rise as companies try to differentiate themselves in the space and get a piece of the pie. Even as this happens, it’s important to approach the launch of an AI product or service with as much care and nuance as possible. In this article, we’ve offered a checklist of things to do when putting out an AI startup that will set you up for long-term success.
AI Startup PR Checklist
1. Media Kit
When it comes to engaging with the media, especially tech-focused media, you want to stay ready rather than get ready as things unfold. One of the basic ways to prepare to engage with the media is to have a media kit ready.
A media kit is essentially a document that offers the baseline information to any media outlet engaging with your business. It will highlight what your business is about, the founders and core team members, your logo, your official website and social media, and media contacts. By having this media kit already prepared, media platforms can immediately begin engaging with your business without going back and forth. Rather than waiting hours to confirm your executives’ names or what your official logo is, they have this from the onset.
2. Launch Video
As many of us know, artificial intelligence, these days, is about showing, not telling, and so, you’ll need to have a launch video prepared for both the media and consumers. A launch video will essentially show, visually, how exactly your product works. If it is a generative AI tool, for example, this launch video will show it in action and offer something for the public to latch onto.
The good thing about such launch videos is that they can be used in so many contexts. They can be published on your website, posted on social media, sent to journalists, used for live events, and much more. Prepare this video well in advance and get feedback on it before you release it to the public.
3. Press Releases
AI product launch press releases are an integral part of drumming up the attention you’re looking for. As a product enters the market, a press release essentially announces it to the public, as official documentation of its release, and much more. Just like any other product, it will need to be crafted according to the guidelines of traditional press releases. This includes the reverse-pyramid design, the 5 Ws, the use of hyperlinks, the about section, and much more.
These press releases are not limited to the main launch; you can also issue releases to announce other developments within your business. AI product press releases are very helpful because they can help drum up publicity on news platforms.
4. Outlet Targeting and Outreach
It’s one thing to write a good tech startup press release, and it’s another thing for it to be widely circulated. The stiff competition in the tech sector means your press release should be published as widely as possible. The next thing you want to do after having these releases is make sure they are published on the right platforms with the right audience.
Using press release distribution services like the ones we offer here at BTCWire means you can have your release published on some of the biggest sites in the world. This means that millions of people could view it and engage with your business. There are also SEO benefits and increased credibility to be had.
5. Press Conferences and Interviews
When a new AI product enters the market, many are curious about who is behind it. In the same way that OpenAI CEO Sam Altman has become the public face of the business and often garners public favor, the same can be done with your business. As part of your rollout, you might want to schedule interviews with your executives to drive more engagement and clicks.
As many have noted, there are pros and cons to having your executive be the public face of the business, as not all are suited to it. As such, written interviews might be more effective than recorded ones, but only on a case-by-case basis. If your business has the funds, a press conference might also be a good idea, as it creates opportunities for live questions and engagement with your audience. The flexibility of technology also means that these press conferences can be done online.
6. Social Media
In this day and age, it’s very dangerous to neglect social media as a tool for building up an AI business. AI products essentially need to win over the Internet to succeed these days, so you need to be ahead of the curve. As your business launches, make sure you have dedicated social media handles across relevant platforms. You should also make sure that engaging, important content is being shared with a relevant audience to build credibility. Outsourcing social media might be a good idea for some businesses, while others lean on scheduling tools and other automations to get this done.
7. Community Building
Apart from the general social media audience, you might also benefit from building a community around your AI product. This could mean dedicated group chats, closed communities, and much more. As you develop this community, make sure you offer exclusive perks to members to keep them engaged.
As a rule, no one will promote you quite like your community, and if you can build a committed one, half the work is essentially done for you. Many businesses go as far as hiring moderators, community builders, and other dedicated staff for this purpose, and while it might be costly, many report healthy returns.
8. Influencer Marketing
In the last decade and a half, influencers have proven that they truly have the eyes and ears of the Internet and can offer a connection to their audience. This applies even to things like AI, as an endorsement from a relevant and trusted influencer can give the sort of goodwill that typically takes years to build up.
If your business has the resources to pull it off, it would be a good idea to engage the services of a relevant tech influencer. By having a well-done campaign, you can tout some of the biggest benefits of your product, appeal to their audience, and much more. Whether you are working with an influencer agency or directly contacting them, these should be put in motion as your product is coming out to ensure the biggest splash in the market.
AI startup PR Tips
Besides the checklist we’ve provided, some general tips can be useful for AI businesses launching a product:
1. Build Relationships in Advance
A common mistake many make is starting to build relationships in the media when their product is already launched, or right after. In reality, you should begin to build these relationships well ahead of time. Create a media list of relevant journalists and begin engaging with them, even before the product launches.
Offer quotes and commentary on developing stories, give press passes to events in advance, and show them that the relationship can be mutually beneficial. That way, when the product does launch, you already have media allies in your corner.
2. Have a Unique Angle
As we said, the AI space is fast-growing, which also means it is becoming saturated. At this point in time, consumers are constantly hearing about the latest AI-powered tool and are beginning to wonder what makes one different from the other.
This is a question you need to answer before you try to introduce the product to them. Is this new AI tool energy efficient? Is this AI tool partnering with creatives? Is it more effective than anything else in the market? Ask yourself why the consumer should care about your tool compared to others, and you will have an easier time.
3. Distribute the AI Product Launch Press Release Widely
We’ve already noted this, but it cannot be stressed enough that your AI product press release should be widely distributed. Because the Internet attention is so divided these days, you have to aggressively market yourself to stand out. Even the best-written press release can go unnoticed if it doesn’t have proper distribution. So, make sure you publish them on sites relevant to your audience and at the right times.
Conclusion
Now is perhaps the best time to launch an AI product, given how receptive the market is to such efforts and how much funding is available. Even with this, entrepreneurs in the AI space have to be very intentional when pushing out products to avoid being overlooked or misrepresented.
By following this checklist, even before the product reaches launch, you set yourself up to hit the ground running with publicity and narrative. Have a unique selling point to your campaign, target the right people, make sure you have a credible presence, and the rest is made easier. Make sure to review our list of packages here on XpressWire to publish your AI product launch press releases on the right sites. We have some of the most respected and widely read websites on the internet, and by embracing them, you can stand out among your competitors.