PR Plan — Launch of "Tideline" Smart Water-Leak Sensor

Organisation: Harborwave (consumer smart-home hardware) Prepared by: Priya Nadar, Head of Communications Date: 8 September 2026 Campaign period: 14 September to 16 October 2026

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1. Objectives

• Secure coverage in at least three tier-1 smart-home and tech titles before the on-sale date of 6 October.
• Position Tideline as the affordable, easy-to-install leak sensor, against pricier incumbents.
• Lift branded search for "Harborwave" by 40 percent during the campaign window.

2. Audience

• Primary audience: Homeowners aged 30 to 55 who already own one or two smart-home devices and worry about water damage and insurance costs.
• Secondary audience: Smart-home reviewers and home-insurance commentators whose recommendations the primary audience trusts.

3. Key messages

• Headline message: Tideline catches a leak in the first 30 seconds — before it becomes a $5,000 repair.
• Supporting message 1: It installs in under two minutes with no plumber and no app subscription — proof point: 94 percent of beta testers set it up unaided in under two minutes.
• Supporting message 2: At $39 it is roughly half the price of the leading competitor — proof point: the nearest equivalent retails at $79.

4. Target outlets and journalists

Tier	Outlet	Journalist / section	Why it fits	Angle for them
1	The Smart Home Review	Senior reviews editor	Their readers are exactly our buyers	Hands-on review of a cheaper rival to the market leader
1	Wired-style consumer tech desk	Home & gadgets writer	Broad reach with our demographic	"How cheap can a leak sensor get and still work?"
2	HomeInsurance Insider	Features editor	Reaches insurance-conscious homeowners	Data: water damage is the most common home claim
3	Local "Coastline Living" newsletter	Editor	Hyper-local, leak risk is high near the coast	Local startup tackles a coastal-home problem

5. Spokespeople

Name	Role	Topics they can speak to	Availability
Dev Okafor	CEO & co-founder	Product vision, pricing, the leak-damage problem	22 Sep to 9 Oct, 48h notice
Lena Ortiz	Lead engineer	How the sensor works, the 30-second detection	Wed/Thu only

6. Press materials

• Press release — Priya — due 18 Sep
• Media kit / press page (logos, product images, bios, headshots, fact sheet) — design team — due 20 Sep
• Spokesperson briefing (key messages + tough-question answers) — Priya — due 22 Sep
• Fact sheet with water-damage statistics and product specs — Priya — due 18 Sep

7. Tactics and timeline

Date	Tactic	Owner	Notes
22 Sep	Finalise materials, ship review units to tier-1 reviewers	Priya	Under embargo until 6 Oct, 09:00 ET
25 Sep	Offer exclusive first-review to The Smart Home Review	Priya	Exclusive in exchange for launch-day publish
1 Oct	Send embargoed press release to tiers 1 and 2	Priya	Embargo lifts 6 Oct, 09:00 ET
6 Oct	On-sale day: release goes live, follow-up pitches, social amplification	Priya / social	Coordinate with the launch-day social push
9 Oct	Pitch Dev's bylined op-ed on the cost of home water damage	Priya	Reactive comment ready if a leak story breaks

8. Measurement

• Output: At least 6 pieces of coverage, 3+ in tier-1 titles, with the "$39, two-minute install" message in at least half of them.
• Reach: Combined outlet audience, referral traffic to the Tideline product page, and backlinks earned.
• Outcome: 40 percent lift in branded search and the share of launch-week sales that came via "saw it in the press" at checkout.

9. Budget

Item	Detail	Cost
Review units	12 sensors shipped to reviewers	$470
Product photography	Hero and lifestyle shots for the media kit	$1,200
Press page build	Landing page with downloadable assets	$800
Total		$2,470