September and October tend to be a busy time for product launches. Keeping in mind that these months are highly competitive in trying to achieve time and mindshare with reporters and customers, the best thing a company do to achieve a successful launch is bring in a PR firm several months in advance of the product launch.
Even if you are unsure of product availability, an early connection to your PR team on what products are on the horizon and which markets they address can make a major positive impact on the coverage achieved and audiences addressed.
For example: If a PR team knows that a new product is being launched in September when a much more advanced, upgraded product will be issued approximately five months later, it can change strategy. Perhaps the PR team can focus on an exclusive piece for the first launch in September when achieving mindshare with reporters is highly competitive and an exclusive is a golden word during this competitive time. While the second launch, with a more impactful product and later time-frame, could take a broad-brush approach.
It all goes back to a simple adage: knowledge is power and power is success.