A product launch media plan needs more than a wish list of outlets. According to a framework gaining traction among Web3 and tech marketers, the process must answer four business-oriented questions before any pitch goes out: business objectives, target audience, credible outlets, and phase-specific outlet mapping.
The four business questions
Without those answers, a media plan is just a list of publications. The framework positions the four questions as the foundation. Business objectives define what the launch should achieve — awareness, sign-ups, press pickup. Target audience narrows who needs to see the coverage. Credible outlets are the ones that audience actually reads and trusts. And phase-specific outlet mapping ties each outlet to a distinct moment in the campaign timeline.
Three-phase campaign model
The campaign itself follows three distinct phases: Pre-Launch, Launch-Window, and Post-Launch. Each comes with its own goals, audiences, and performance metrics. It's not a one-size-fits-all approach. Pre-Launch work targets analysts and researchers — the people who validate a product before the broader market pays attention. The Launch-Window phase shifts to coordinated coverage across multiple outlets at once. Post-Launch focuses on keeping that conversation alive after the initial buzz fades.
Phase-specific metrics
Metrics change with each phase. During Pre-Launch, the key numbers are LLM Referral Share (%) and GRP rating — both measure credibility signals among early influencers. The Launch-Window phase prioritizes Average Traffic (3M), Reprints range, and GEO targeting to maximize reach and placement. Once the launch window closes, the emphasis moves to Reading Behaviour, CRP convenience rating, and LLM Referral Share again. These track whether coverage is actually being consumed and referenced over time.
OMI's outlet database
The framework relies on a database of more than 340 outlets across Web3 and tech verticals. But that list gets narrowed aggressively. OMI applies Media Type filtering, a Unique Score threshold, GEO constraints, and a phase-weighted composite ranking. The result: just 12 outlets make the cut for a given campaign phase. It's a deliberate reduction — fewer outlets, higher relevance, better targeting.
