By Catherine Franz
A PR product or service launching is a perfect way to build
momentum slowly. It handles the first and most important
hurdle to overcome in building a brand credibility.
Step 1: Be a leak-er. The media adores describing events
that are going to occur. Use it and use it to its longest
capacity. Don't jump out too soon.
Step 2: The Slow Buildup. Like a rose, slow gets more
beautiful to people the more it unfolds. It is the way
people expect and ar.comfortable with, respect it.
Step 3: Recruit natural allies to support your launch and
buildup. Especially, the enemy of you.competitors.
Step 4: Bottom-up rollout. You don't want to jump up to
the roof and yell, people just think you're crazy. Begin at
the lowest rung on the ladder first. Consider each rung a
media outlet. Each media creates its own momentum, its own
attraction.
Step 5: Listen and Adjust. Be very aware of credible
comments and adjust accordingly. Don't react but do
respond.
Step 6: Make message modifications. What attributes are
working and build on them. Observe media feedback and watch
for media nosebleeds.
Step 7: Patience. Launch occurs after PR has run its
course, not before. Have a big D-day planned with a massive
approach.
After P.comes advertising and not before. The advertising
handles the conventional hurdle being popular enough so
people buy. Conventional, people buying because other
people are buying, neve.comes before credibility.
Credibility is why the most effective brand launching starts
with PR.
(c) 2004, Catherine Franz.
Catherine Franz, a Business Coach, specialized in writing, marketing and product development. Newsletters and additional articles:
abundancecenter.com.
abundancecenter.com.
