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Fifth, get to work turning your Web site for product into a magnet for folks searching for something like what you've just released. Brainstorm generic keywords by which people would search for your item and include as many of them as possible on home page and throughout site. Register your site or new product page not only with major search engines but also with specialized industry directories and submit your link at industry portals. Include customer or expert testimonials for greater credibility, and add links to media coverage when that starts coming in.
Whenever possible, link timing of your product release to a holiday, season, current events or a trade show to increase its newsworthiness.
Most specialized magazines feature selected new products near front of each issue, often with a product photo. You needn't send product samples or photos everywhere to get such coverage, as editors will call for those if intrigued by release. The more lively and reader-friendly writing in your release, more likely a busy editor is to choose your item from candidates received.
After half a year or so has passed, your product will no longer count as "new." By upgrading item in a relevant way, however, you can consider it a new edition and start cycle over again.
Marcia Yudkin is the author of the classic guide to comprehensive PR, "6 Steps to Free Publicity," now for sale in an updated edition at Amazon.com and in bookstores everywhere. She also spills the secrets on advanced tactics for today's publicity seekers in "Powerful, Painless Online Publicity," available from www.yudkin.com/powerpr.htm .