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
Step 5: Listen and Adjust. Be very aware of credible
comments and adjust accordingly. Don't react but do
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
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
(c) 2004, Catherine Franz.
Catherine Franz, a Business Coach, specialized in writing,
marketing and product development. Newsletters and
additional articles: http://www.abundancecenter.com. An
expanded view on this topic, "Brand Building: The Ideal
Way" is available in the articles section.