How do we make our product launch newsworthy?
Give reporters a change they can explain. The product should alter a workflow, reveal a market shift, solve a timely problem, or give people something worth trying.
Service
Product Launch PR
PR for launches, major updates, new categories, and technical products that need serious attention.
MA Family runs product launches for AI, developer tools, fintech, consumer hardware, and SaaS companies. The agency works on positioning, demos, reviewer materials, founder briefings, and reporter outreach, then builds relationships and pitches reporters who can explain what changed and why the product deserves attention now.
What we do
A product launch has to answer one question fast: why should anyone care now?
MA Family finds the answer before outreach starts. The work includes positioning, media strategy, briefing materials, reporter outreach, demo preparation, founder interviews, and follow-up stories that keep the product visible after launch day.
How we work
We look for the pressure behind the feature: a new user behavior, a category shift, a surprising design choice, a technical constraint, or a founder obsession.
Then we build the launch around the audience most likely to care and the proof they need before they believe it.
What we cover
Find the user behavior, technical shift, or market tension behind the feature list.
Identify the reporters, creators, newsletters, podcasts, and communities that can move the product.
Prepare demos, review materials, media briefings, founder talking points, and launch-day coordination.
Build follow-up angles before launch week ends.
Our examples
The new Flipper One is a pocket-sized Linux computer
The hardware’s not finalized, but the more powerful Flipper One won’t be a replacement for the Flipper Zero.
JetBrains launches Junie, a new AI coding agent for its IDEs
JetBrains, the company behind coding tools like the IntelliJ IDE for Java and Kotlin (and, indeed, the Kotlin language itself), on Thursday launched Junie, a new AI coding agent.
The Flipper Busy Bar is a 'F*** Off' Button For Your Desktop
Gizmodo covered Flipper's Busy Bar as a productivity multitool with a pixel display, physical button, focus timer, and interruption-blocking workflow.
Adapty releases a web-based solution for app makers to earn money outside app stores
TechCrunch covered Adapty's FunnelFox launch, a web-based solution that helps app makers acquire customers and earn revenue outside app stores.
Exclusive: AgriDex Bets Stablecoins Will Transform $2.7 Trillion Ag Market
PYMNTS covered AgriDex's Loam stablecoin payment rail for faster, cheaper, and more transparent cross-border agricultural trade.
JetBrains ships AI Assistant for JetBrains IDEs
InfoWorld covered JetBrains AI Assistant, including code explanation, refactoring, generation, documentation, and test support.
The Flipper Zero has an app store now
The Verge covered Flipper Zero's app store launch, which made it easier for users to install and discover apps for the device.
Joompay launches its bill-splitting payment app across Europe to take on TransferWise and others
TechCrunch covered Joompay's European launch for its bill-splitting and payments app.
GDEV makes a big bet on Hero Wars Universe
GamesBeat covered GDEV's bet on expanding Hero Wars beyond gaming into a broader universe of games, comics, animation, and transmedia.
As crypto comes back, Binance-backed Injective Protocol launches testnet for its DeFi trading platform
TechCrunch covered Injective Protocol's testnet launch for decentralized derivatives trading backed by Binance.
Questions founders ask
When should we start PR for a product launch?
Start while the product, demo, positioning, assets, and timeline can still change. If everything is locked, PR can only package what already exists.
Do reporters need to use the product before covering it?
Often, yes. For AI, developer tools, fintech, consumer hardware, and SaaS, the demo can carry the story or kill it.
Should we launch with a press release, blog post, or founder post?
Use each asset for a different job. Press material sells the story to reporters. The blog post explains it to users. Founder posts give the company a human voice.
What if the product is technical or hard to explain?
Show the before and after. Technical depth matters, but the launch has to make the practical change obvious to someone outside the build team.
How do we keep attention after launch day?
Plan the second and third stories before the first one ships. Customer use cases, technical deep dives, founder interviews, product data, integrations, and market commentary can all extend the launch.
Want to use comms for your business goals?
Tell us what you are building, what moment is coming up, and which audience needs to understand it.