Countdown to Liftoff: Building Effective Product-Launch Platforms

The business of launching new products and services has becoming increasingly complicated, thanks in part to the proliferation of new media, stakeholder empowerment and the need to understand and reach multiple audiences on a personal level. This amalgamation of challenges may seem like cruel and unusual punishment for PR executives, who are responsible for the logistics of such efforts, but product launches don't have to be torture tests. In reality, it is possible to have a successful "liftoff;" it's just a matter of building a platform that can handle the recoil. As it happens, the most important stage of a launch isn't the launch at all; it's the preparations that will define the longevity of the product or service. Thus, due diligence is required to anticipate every potential scenario, as a launch is a specific moment (a "birth," for lack of a better metaphor) that initiates an entire lifetime.

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