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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 are comfortable with, respect
it.
Step 3: Recruit
natural allies to support your launch and buildup. Especially, the enemy
of your 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 PR 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, never comes before credibility.
Credibility is why the most effective brand launching starts with PR.
(c)
2004, Catherine Franz |
