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.
Book This WorkshopOnly 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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Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.
Book NowModule 1: Alignment and Messaging Optimized
The Purpose
Gain Alignment, Message Optimization and Developing Assets
Key Benefits Achieved
- Develop a product launch.
| Activities: | Outputs: | |
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| 1.1 | Customize the PR Product Launch RACI and Detailed Checklist. Use it to define the role of PR. |
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| 1.2 | Develop agenda for meeting with other deparment heads to gain agreement on all roles. |
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| 1.3 | Discuss content based on the value proposition from Product Marketing. |
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| 1.4 | Download and discuss the PR Product Launch Asset Creation Template. |
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| 1.5 | Prepare clean drafts of all PR assets. Discuss the review process. |
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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. |
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| 2.2 | Determine support needed from Marketing Operations and identify internal gaps. |
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| 2.3 | Discuss support from external PR Agency and wire service; prepare meeting agendas. |
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| 2.4 | Discuss gathering metrics and the budget; prepare agendas for internal meetings with CMO and CFO. |
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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. |
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| 3.2 | Customize the PR Launch Presentation Template. |
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| 3.3 | Host a mock meeting for a discussion between Sales and “friendlies” on value proposition to gain learnings. |
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| 3.4 | Share final PR assets and launch details internally. |
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| 3.5 | Schedule a meeting with PR agency to provide final documents and cover last-minute details. |
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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. |
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| 4.2 | Ensure Marketing Operations tasks are completed and links to the announcement and landing page work. |
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| 4.3 | Send out the release on the wire and begin tracking mock results. |
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| 4.4 | Schedule and host a mock interview between the key spokesperson and a media contact. |
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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. |
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| 5.2 | Hold a mock presentation with key leaders or develop an email highlighting outcomes. |
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| 5.3 | Document learnings and areas of improvement. |
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| 5.4 | Celebrate success! |
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