Although it used to be thought that the ideal product launch program should include a mix of advertising, marketing and public relations, new thought leaders such as Al and Laura Ries, authors of The Fall of Advertising & the Rise of PR, recommend placing a greater emphasis on public relations. Why? Because of the credibility it establishes with consumers and its power to create brands.
“The general rule is: Never run advertising until the major publicity possibilities have been exploited,” Al Ries writes. “With publicity assuming the major role in most new product launches, with whom do clients consult on strategic questions? More and more, they hesitate to ask their advertising agency for advice. In the future, public relations will set the strategic direction for a brand, and advertising will be forced to follow its lead.”
For a product launch, a public relations campaign entails creatively exploiting publicity opportunities inherent in trade-show participation, speaking engagements and special events. Strategies and tactics are specifically tailored to address each product’s unique goals and attributes.
Major product launches follow extensive market research, including media audits, competitive analyses, and identification of industry trends and growth. It’s wise to ask your public relations counselors to spend time in your company’s trenches, such as joining your sales team for a day in the field. This will enable your public relations counselors to identify first-hand the main barriers to sale and incorporate this information into strategic plans and key message points.
Research findings drive the strategic plans of high-stakes launches. First, public relations counselors identify a company’s audiences and determine specific goals for each. Second, public relations counselors evaluate a product’s unique selling proposition and develop a branding and positioning strategy. Additionally, the counselors conduct media-training sessions to help spokespersons rehearse the delivery of message points.
At this stage, public relations counselors will evaluate your company’s communications tools – from your corporate Web site to trade-show materials – to help ensure that the materials are integrated. Consistent with the branding of the product, public relations counselors may develop media kits with a company fact sheet, backgrounder, biographies of company executives, and photographs or slides of the product to be used as they coordinate media interviews, media tours and trade-show events. Collateral materials (brochures, data sheets, banners, etc.) and direct-marketing materials (direct-mail letters, e-newsletters, etc.) also play an important role in product launches.
In addition to their media relations efforts such as securing introductory meetings and interviews with journalists, public relations counselors may recommend a speaking tour for your company’s executives, special events to “build buzz” and community-outreach programs to entrench your product in the minds of your target audiences.
Finally, public relations counselors develop timelines for the achievement of specific goals and offer mechanisms for measuring the campaign’s results. Successful campaigns are dynamic and adapt to changes in consumer buying habits, your industry, the market and the latest marketing trends.
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