By: Catherine Franz
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
Article source: http://EzineArticles.com/?expert=Catherine_Franz
