A PR launch is a great step for budding businesses. But in their eagerness to get in the headlines, start-ups have sometimes started a PR campaign without the requirements in place. Because of this bad experience, they often give up on PR when they finally need it most, hampering the growth of their brand. To ensure this story doesn’t become yours, here are nine things to get ready before launching your PR campaign.
What Problems Does Your Product Solve?
People are always looking for solutions to their real world problems and the media follows suit to cater to the public. Your product needs to address these problems to create a value proposition that both groups would love to learn about.
Do You Know Your Customers?
Products are made for people. If you can’t define who they are, that’s a problem. A product for everyone is hard to sell because it won’t catch the eye of a particular person. It’s crucial to identify your customers and even know what their day is like. Define the problems that they face and why your product is the solution. Create a buyer persona. If there are multiple ideal consumers, segment them and describe why it’s useful for each.
Is Your Product Ready to Market?
Take a hard look at your product or service, and answer honestly if it’s ready for the public. It shouldn’t be a prototype or have critical details left unfinished. If it’s not ready then placing it in the public spotlight will only produce negative press.
But there is an exception. PR can help when building hype for an IPO release; in other words, when a prototype is expected. This use is limited and there can be better methods to achieve your goals in this case.
Have You Assessed Your Market?
The market landscape can change your strategy approach radically. An emerging market with few players will place the focus on introducing and educating your product to consumers. On the other hand, you’ll need to size up your competitors in an established market. It’s crucial to determine your niche in such a market as well as define your relation to the other players.
What’s Your Business Strategy?
Public relations serve company goals. Without a clearly defined business strategy in place, PR will formulate a faulty campaign. It could target the wrong audience or broadcast a different message, such as hard selling a promo when raising awareness was what’s needed.
Are Your Stakeholders Ready?
Getting a product out there can require a whole chain of suppliers and investors. It’s bad press if a journalist asks where your product can be bought when no store has committed to carrying it. Get everyone needed for your product or promo to launch on board before alerting the media.
Do You Have a Budget?
PR can be a money sink but it can’t be effective on a shoestring budget. Allot an appropriate amount. Aside from the benefits of not overspending, budgeting makes it easier for PR specialists to tailor a strategy according to your means.
Do You Have the Means to Measure PR Impact?
PR campaigns can’t be measured through gut feelings. You need to understand which strategy or media channels work best. Prepare an analytics news monitoring or media analytics system to help you gather, compare, and comprehend the numbers.
Can You Describe Your Goals for Success?
Lastly, define a successful PR campaign. Set concrete business goals together with PR targets that help achieve them. For example, increase sales by five percent through a launch event that leaves one million impressions in newspapers and social media. This practice will give the campaign a sense of achievement that relies on objective facts.
Preparing these nine things will help start-ups, and anybody else, succeed in their PR launch. If some can’t be prepared without help, consult a PR specialist. They can share their knowledge and help you find the right direction.