In an ever-crowded space with multiple brands fighting for your audience's attention, it's easy for your messages to be lost amongst the crowd. You've probably invested heavily in developing your new product or service, but if you don't launch it to the big wide world (or the small niche world  if that's what you're after) in the right way, all that investment will go to waste. Here are my quick top tips for ensuring your PR launch or campaign has a lasting impact: 1) Straighten out your message. Spend time working through all your collateral to make sure your message (whether that's a new product, an announcement or an ongoing awareness campaign) is clear, exciting and aligned. Make your press material snappy enough that a journalist or influencer can get the key facts/story at a glance, but with enough detail that they can write knowledgeably about the news.

2) Get your timing right. Plan ahead to ensure you're going out with your news or campaign at the best possible time for your purpose. I'm talking on a wider scale in terms of time of year (for example if you're launching a new product, try to align with industry relevant events not only for showcasing purposes but to ride on the media activity that will already be taking place around them), as well as more specifically - we all know the likelihood of a journalist reading your press release at 6pm on a Friday isn't huge. Do your research with your target publications and handpick relevant features and columns so you can make sure you reach the right journalists at the right time.

3) Know your audience. Who are you trying to reach? What do they read, what do they listen to, which sites do they browse in front of the TV at home? Different audiences consume content in different ways - channels that are outdated for some are primary for others. Don't be afraid to tweak the campaign to suit different audiences, if you have more than one. A new gadget for example, might appeal to both a tech and a fashion audience. Build relationships with journalists in both areas, using different targeted materials for each if so.

4) Measure. Don't forget to measure the success and results of a campaign from the very beginning. Not only might this be helpful when planning the next campaign, but it might help inform the evolution of the current one and which direction it should head next.

5) Talk to the experts. PR shouldn't be an afterthought done half-heartedly or messily. It should be an integral part of your business strategy. Have a chat to us about how we can help it become just that, or take a look at our PR pages.