As digital life migrates to mobile, PR pros can expect to not just be involved in the promotion of apps but also in the development of them on behalf of their clients or organizations. Patrick Kerley, VP at Levick Strategic Communications, provides five steps you can take early in the process to ensure that your app is a success.
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Get the lay of the land: There are more than 350,000 apps in the Apple App Store. Research what your competitors are doing and where they may be falling short. Take note of what the most popular apps share in common.
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Know your audience: Who is going to be interested in your app? Are your targets iPhone or Android users? You are likely going to be targeting a specific portion of the mobile population, so put yourself in its shoes and identify ways to provide it with an experience that can’t be replicated anywhere else.
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Test the product: Digital products often have to be fine-tuned before they are market-ready. If you have the proper resources, conduct experiments to find out your app’s strengths and weaknesses.
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Research the right developer: Unless you have a team of savvy developers and designers, you will have to find a company that can bring your vision to life. That means researching their pre- vious clients and products, calling their references and cross-examining their proposals for content and style.
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Learn the language of app-building: If your strength is not tech- nical talk and coding, then an in-depth conversation with a developer can be challenging. Do a bit of technical research before going into the conversation.
PR News Subscribers can read more about mobile PR strategies in the case study: "Real Estate B2B Breaks Ground for Mobile App With Internal Team Before Digging in With Industry Media"