Most product launches don't fail because the product is bad. They fail because the story wasn't ready.
We've done PR for hundreds of venture-backed startups, from seed rounds to IPOs, and the launches that land consistently are the ones where the work happened six to eight weeks before anything was announced.
BAM's PR Product Launch Checklist walks you through every communications step across three phases: pre-launch, launch week, and post-launch. It's the same framework we use internally, now packaged so your team can work through it independently, or alongside us.
Download it using the form below or keep reading to learn more about what's in it:
What's Inside the Checklist
The checklist is organized by phase so you can work through it in order and know exactly where you stand at every point in the process.
Phase 01: Pre-Launch (6 to 8+ Weeks Out)
This is where most teams underinvest. The pre-launch phase covers narrative and messaging, media assets, your media list and outreach plan, spokespeople, and validation. You'll work through questions like: What's your "why now" story? Who are the right journalists for your beat? What does a complete press kit actually include? What makes a customer quote usable versus forgettable?
The checklist includes real examples from BAM client launches, including pitches that landed CNN, TechCrunch, Forbes, and the New York Times, so you can see what "ready" actually looks like.
Phase 02: Launch Week
This is execution mode. The checklist covers pre-launch day tasks: embargo outreach, interview prep, wire scheduling, and making sure every asset is staged and ready to go. Launch day itself gets its own section, with a step-by-step sequence so nothing falls through the cracks when things are moving fast.
The checklist keeps you on track, with prompts for following up on outstanding coverage, pitching tier-two and emerging media, and capitalizing on any early momentum before the news cycle moves on.
Phase 03: Post-Launch (Weeks 2 to 8+)
The post-launch phase is about sustaining the narrative after the initial wave. That means identifying second-wave story angles, drafting bylined articles that extend your point of view beyond the announcement, and building a speaking pipeline so your founders stay visible in the right rooms.
It also covers the wrap-up work that often gets skipped: compiling your coverage report, documenting what worked, and translating media results into language your board and investors actually care about.
Who This Is For
This is built for founders and operators at venture-backed startups, whether you have an in-house comms team, you're working with an agency, or you're running PR yourself for the first time.
Download the checklist using the form on this page. If you're preparing for a launch and want a team who's executed hundreds of them, let us know what you're shipping.
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