Eight
Steps to Creating a PR Launch, In-house
Announcing
the launch of your company, new product or service might
seem like a daunting task but as with most things in life,
the simpler you keep it, the better.
Step1.
Define your company as your customers would
It’s
important to define the company the way your potential customers
would define it. Define yourself in plain, clear language.
The quicker, more succinctly and compelling you can be,
the better.
Step
2. Get your core message right
Next,
decide what your company’s core message is. This should
explain your solutions to the needs, problems or issues
your customers have. Again, think of how your customers
would describe you. What is the thing that would really
strike a chord with them? If your product or service is
complex then it can be a useful device to have any existing
customers provide a testimonial (a quote about their positive
experience) about you or you could write a case study that
demonstrates the benefits of what you have done.
Step
3. Keep it simple
Your
first press release shouldn’t have too much detail.
You can start by saying you are here and then get into more
detail subsequently with a second or third press release
when you have more to say – like a new client, a partner
or staff member. The trick is to plan ahead the sequence
of what you want to say and then build on each one. So for
example,
The
first press release should achieve three things:
o Let people know what you’re offering
o Let people know what problem you can solve
o Let people know why your solution is better than anything
else
What
initiatives, new products, new partnerships could happen
in the next 3 to 6 months. Come up with a rough plan so
you can schedule the first, second and third press releases.
Step
4. Prioritise your target market
Does
your product/service have mass appeal or is there a hierarchy
of need for what you do? Your press releases should target
those markets you are targeting. Your product or service
may solve a different problem in each market, so your message
may have to be adapted to reflect that.
Step
5. Identify media contacts
Ask
some people that represent your target audience what they
read, where they seek advice, what radio stations they listen
to etc.
If you
are targeting a local geographical area, then it is best
to find a local newspaper or radio journalist that covers
that area.
Step
6. Identify a celebrity or influencer who might attract
publicity and who would be happy to endorse your product
or service. Use their name (if they agree!) and preferably
their testimonial to create advocacy.
Step
7. Follow up your press releases with a timely phone call
or email
This
is the most important step. More than just asking if the
editor or journalist received your press release you have
to think of a way of providing something of value to the
publication, such as a relevant study, statistic or trend.
Your press release might not be newsworthy, but if you send
an editor or reporter some information that is newsworthy,
you might have a better chance of being mentioned in an
article.
Two
days after you send the initial release make contact with
your “added value” and something about your
company.
Step
8. Ask about forward news stories
PR is
both planned and about luck. You can be more “opportunistic”
if you are aware of relevant events, features or themes
they are covering.
“Editorial calendars” on the publication’s
website are sometimes available either in the advertising
section or in the place they provide for the media. Most
editors are always happy for potential newsworthy pieces
so if you can’t access the editorial calendar, ask
them for it.
In the
meantime why not click here to see our top
tips for marketing in a downturn.
