Improve External PR Communications for Greater Product Launch Success

Optimizing a PR campaign with a strong value prop can build alignment between internal teams, significantly increase product launch success, and strengthen the company’s competitive edge.

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Only 25% of product launches are successful each year and without a strong PR campaign, success may be limited.

  • News doesn’t reach the right audience.
  • The value proposition doesn’t resonate with audiences and key Influencers don’t know or care about the release.
  • There is no alignment between internal departments and therefore no support for PR.

Launches using PR are 68% more successful.

  • Software product launch results without an effective PR campaign are 43% less successful.

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Module 1: Alignment and Messaging Optimized

The Purpose

Gain Alignment, Message Optimization and Developing Assets

Key Benefits Achieved

  • Develop a product launch.

Activities: Outputs:
1.1 Customize the PR Product Launch RACI and Detailed Checklist. Use it to define the role of PR.
  • Product launch roles are clearly defined.
1.2 Develop agenda for meeting with other deparment heads to gain agreement on all roles.
  • Product launch roles are clearly defined.
1.3 Discuss content based on the value proposition from Product Marketing.
  • Strong, refined messaging based on value proposition.
1.4 Download and discuss the PR Product Launch Asset Creation Template.
  • Clean draft of all assets.
1.5 Prepare clean drafts of all PR assets. Discuss the review process.
  • Clean draft of all assets.

Module 2: Budget and Internal Support

The Purpose

Set KPIs and Budget, Gain Internal Support

Key Benefits Achieved

Ready to develop and confidently execute a product launch.

Activities: Outputs:
2.1 Define launch success metrics (KPIs), gather baseline numbers and determine tracking methods.
  • Defined success outcomes based on tracking methods.
2.2 Determine support needed from Marketing Operations and identify internal gaps.
  • Duties are defined and responsible parties are identified.
2.3 Discuss support from external PR Agency and wire service; prepare meeting agendas.
  • Duties are defined and responsible parties are identified.
2.4 Discuss gathering metrics and the budget; prepare agendas for internal meetings with CMO and CFO.
  • Internal alignment and support from C-Suite is secured.

Module 3: Reporting and Final Details

The Purpose

Ensure tracking and reporting methods are defined and can be followed. Prepare final details.

Key Benefits Achieved

  • Ensures all critical steps will be executed.

Activities: Outputs:
3.1 Download the Analyst Briefing Template and provide to AR.
  • Final assets are prepared and tested.
3.2 Customize the PR Launch Presentation Template.
  • Final assets are prepared and tested.
3.3 Host a mock meeting for a discussion between Sales and “friendlies” on value proposition to gain learnings.
  • Final assets are prepared and tested.
3.4 Share final PR assets and launch details internally.
  • Internal and external teams are prepared.
3.5 Schedule a meeting with PR agency to provide final documents and cover last-minute details.
  • Internal and external teams are prepared.

Module 4: Mock Launch Day

The Purpose

Simulate the launch day so attendees can practice execution steps.

Key Benefits Achieved

Take the learnings back to ensure the actual launch is flawless.

Activities: Outputs:
4.1 Simulate all “mock” launch day activities.
  • Everyone is ready to follow the checklist for launch day.
4.2 Ensure Marketing Operations tasks are completed and links to the announcement and landing page work.
  • Everyone is ready to follow the checklist for launch day.
4.3 Send out the release on the wire and begin tracking mock results.
  • Mock launch identifies any gaps or need for additional support.
4.4 Schedule and host a mock interview between the key spokesperson and a media contact.
  • Everyone is ready to follow the checklist for launch day.

Module 5: Tracking Results and Review Outcomes

The Purpose

Ensure metrics give the right insight and tracking methods work.

Key Benefits Achieved

Confidence to know the process works and will highlight the successes.

Activities: Outputs:
5.1 Place mock launch day statistics in PR Launch Presentation Template.
  • Document any gaps.
5.2 Hold a mock presentation with key leaders or develop an email highlighting outcomes.
  • Document any gaps.
5.3 Document learnings and areas of improvement.
  • Finalize PR Product Launch RACI and Detailed Checklist and PR Launch Presentation Template.
5.4 Celebrate success!
  • Finalize PR Product Launch RACI and Detailed Checklist and PR Launch Presentation Template.
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