A well designed PR program can help with just about any product launch, assuming the product attributes are clear and distinctive, its target audience(s) are well defined, and its distribution is locked down. The credibility of PR, especially the earned media stories that a PR program can generate, is an excellent complement to paid media (advertising.) To be effective, a PR plan for a new product should start at least two months in advance of the product launch. It’s also important to build in plenty of lead time for media outreach designed to generate stories and product reviews.