You've spent months and years of your life on it, and you're finally ready. You're ready to launch your new company, product or service to the world. But how do you ensure that the right people notice? Many ingredients make a successful PR launch – a generous dose of time, a sprinkle of creativity, and most of all, intense preparation on all fronts.
Here are 5 Considerations for Your PR Launch:
1. Define Your Objectives
The launch that sizzles catches the right attention, especially journalists’ attention. But prior to getting the limelight, it is critical you define your goals – do you want to elevate the profile of your new CEO or highlight the company’s new innovative new product? Do you want to showcase your industry or technological leadership? Your objectives will determine and shape the strategy and tactics used in your launch, whether it is special events, press conferences, tradeshows, or media/analyst tours.
2. Define Your News
What is the “so what?” factor? Is your launch impactful and timely? Is it compelling enough on its own or should you wait for customer and third party validation? Know the larger picture – are there happenings in the larger world your news can leverage? Is what you’re doing pushing the industry forward? Plan your next news entree – will there be a partnership or new big name customer that may sign with your company soon? Sometimes it’s helpful to meet with analysts before any media outreach to get feedback and information about your company and its industry.
3. Define Your Audience
You can't reach out to every journalist. Though we all want TechCrunch and Wall Street Journal, don't forget other audiences. Where does your story make the most sense? If your company is launching a new drone, you can’t ignore the agriculture, photography and government publications. There are different ways of engaging journalists to pay attention to you, like offering pre-briefings before you launch or exclusives to a few of your top-tier media contacts.
4. Define Your Spokesperson
Your spokesperson should be someone who is comfortable with the media and can clearly articulate your company's vision, what it does and where it stands in the industry. Know your company messages and be prepared to answer tough and controversial questions. The spokespeople must give value to the launch. If you are launching a new technology to the higher education community, make sure he or she understands the market. Utilize your PR team if you need additional media training.
5. Clear Your Schedule!
Be available, even at short notice. Like you, journalists have busy schedules and are on numerous deadlines. You want to be the industry expert that the reporter can count on as a story resource. At tradeshows, set up one-to-one meetings with your target media way in advance, and let them know that you’re available after your meeting for follow-up.
A launch is a process. You want to keep your audience interested long after your big unveiling. So let’s throw in more time, dress it up with solid news hooks, and plan another launch, soon!
For a complimentary consultation on how best to plan your PR launch, our team at SKC are happy to chat!