The flurry of activity leading up to a product launch often leaves many loose ends hanging, and such unattended details can threaten to unravel the whole effort, especially when it comes to
getting - and holding - the attention of editors. To this end, communications professionals preparing to launch a new product or brand -- whether it's for their own company or a client -- must ensure
every angle of a launch is in focus for a successful media relations campaign to mature out of it.
"You have to look at specific needs and craft a strategy accordingly," says Amy Christopher, senior vice president of Warschawski. "It becomes a platform on which to build."
With this in mind, the following checklist can help a team of PR managers showcase a product, build a brand's mindshare with consumers and keep up with editors as they plan coverage:
*Know your audience before ever leaving the ground: Getting ready to launch a product has everything to do with the audience - their preferred methods of communication, their needs, their
consumption habits, their personalities. If your client attempts to launch a product or brand to the masses, it will most likely fall flat, as vague or unfocused communications vehicles don't speak
directly to individuals. Conduct surveys, hold focus groups, do some research - anything to take the pulse of the audience you want to reach.
*Establish brand loyalty: Brand is the emotional connection you want your audience to experience at every touch point. Ensure that you have a clear understanding of what your brand or your
client's brand is so you can effectively reinforce that brand through your media relations and communications campaigns. The products can be a powerful way to reinforce and build brand awareness for
the company and its offerings.
*Build a strong team: When launching a product or brand, the communications team should be creative types, but always be sure that the "consultant" role is filled by a senior-level executive who
knows the ropes -- working on a launch campaign is in large part an act of consulting, be it for a client or the C-suite. Thus, a liaison between all parties is essential. Then, according to
Christopher, when the effort takes off, "Everyone should be involved. It's not just execution for execution's sake."
*Engage in consistent and tactical media relations: Consistent outreach to editors is one of the most effective ways to keep your client's brand top of mind. Demonstrate your credibility by
reading their columns and educate yourself on developments in your client's industries so that you can serve as a resource. Calling editors or sending them an e-mail about an industry standard or a
column they recently wrote proves to them that you are a credible source for information and that you care about what they write. Editors are always working on stories, and when the opportunity
arises, you want the editor who's developing an article to think of your client or company.
*Get personal: Desk-side meetings are an effective way to showcase products up close and personal with editors. In person, desk-side briefings create the opportunity for editors to touch, feel and
experience your client's products while reinforcing your client's brand positioning. Be mindful to schedule your appointments in advance to ensure you meet editors' lead time and begin generating
buzz prior to the launch of your product. This way, editors are kept in the loop prior to their deadline and a buzz can be created right at the start of the launch.
*Consider celebrity endorsements: Celebrities can have pull with both consumers and editors because they strengthen third-party credibility. Find a celebrity who is a good representative of your
client's brand and whose fees fall within your client's budget. And remember - a celebrity doesn't have to meet red-carpet, blockbuster-movie standards; a relative unknown among the general public
may be a superstar to specific niche audiences.
*Identify ongoing opportunities: Be on the lookout at all times for new opportunities, angles and trends within the industries your client serves. Continue to reach out to editors and bring these
ideas to them. Make sure you keep the lines of communication open with your client and arrange to be "in the know" regarding all potential news or opportunities to create news for the company - there
may be a media opportunity to pursue that reinforces your client's brand.
Contact:
These tips were compiled with the help of Amy Christopher, senior vice president of Warschawski. She can be reached at [email protected].