5 easy steps to a smooth product launch

I seem to have misplaced my PR wand … again.

It happened last week and it will inevitably happen again. A product marketing manager summoned the marcom manager and me to his office to discuss three upcoming product launches. Nothing you’ll see in The New York Times or The Wall Street Journal, but important launches to us and the design engineers we serve.

His request, and I quote, “I just need some PR on this.”

Yes, he really said that. As if I could just wave a magic PR wand and, presto, launch his products to the world.

I made this mistake myself before. Once, y-e-a-r-s ago, when discussing a website update with the internal web team, I was presumptive enough to imply they just needed to push a few buttons. You know … the magic “Internet” buttons. I am older and, dare I say, wiser, now … and married to a web programmer, so I know better.

For the edification of product marketing managers … and the sanity of their PR managers … everywhere, let’s talk about what the public relations team needs before we deliver “some PR.”

First, let’s get some basic definitions out of the way (borrowed, in part, from the big brains at Hoopla Media & Communications):

Marketing includes the resources (think bucket o’ money) to fund communications programs that help sell products and services, i.e. advertising and PR.

Advertising is bought media, i.e. ad campaigns that sell products, ideas, services, candidates, etc.

Public relations is earned media. Do NOT misinterpret this as “free.” PR is about nurturing positive relationships with the public primarily through the media. Radio/TV interviews, print coverage, bylined articles, mentions by industry analysts all take time and resources (which cost money) to develop relationships with reporters, hosts, assigment editors, analysts, etc.

Now that we are clear on terms, I’m going to run through the top 5 questions you need be able to answer before calling in the PR troops. A good PR person will walk you through these before putting pen to paper or finger to keyboard.

1. What exactly are we announcing? Is it a new product? Is it new for the industry, the world, the universe? Is it something new from us or is it a “new and improved” version of an existing product line? Or are we simply making an announcement about a new business relationship? Have we bought Google? Did Google buy us? Or have we decided to announce we have changed shippers?
2. Who are you trying to reach? If you are about to unveil the iPhone-killer, by all means, we need to get Walt Mossberg on the phone and schedule appearances on The Today Show, Ellen, Rachel Ray and Letterman … maybe even donate a passel to Oprah for her holiday show. And let’s not forget the all-powerful mommy bloggers. But … if you are introducing the latest “terpaculator” for the smaller, but no-less-important, x-ray technician industry, our approach will be different. Do you know what publications your customers read? You should. We need to reach your customers and, possibly, their distributors where they are. That means industry trade publications, speaking opportunities at tradeshows, our corporate website, online communities and perhaps direct mail and e-mail. Hell, we might event tweet.
3. Why is this announcement important? I know YOU care, deeply. I’m sure you can to tell me why our customers care. But why should editors and industry analysts take the time to report on it? Is this a game-changer? Is it the first of its kind or have we just rolled out the latest flavor? It’s okay if it’s not the first, fastest or shiniest terpaculator the world has ever seen. I’m sure there’s a story angle we can work … but please don’t tell me we need to issue a news release because our competitor did last week. Their news release might have fallen on deaf ears. That “everyone is doing it” argument didn’t work with your mother and it won’t work with me … or the industry media.
4. Once we have their attention, what do we want them to do? Rush out to the nearest big-box store to buy it? Is it available online? Do our business customers need to go through distributors? Does our sales force need to vet all inquiries? Are we just offering a sample kit for business customers to try before buying?
5. The last, and most important, thing I need from you is not an answer, but TIME. Please don’t call me into your office two weeks before the expected launch date and ask me to whip out a news release. I can certainly do that and I can probably guarantee pick-up with some online trade publications. But, with a little more time, coordination and planning, we can tie this to an advertising campaign or direct mail (or e-mail) campaign to our customer list or a purchased list of potential customers. It could also be coordinated with our company’s online presence and our customers’ and distributors’ websites. Given enough time, and a legitimate news hook, we might even be able to place an article with a publication our customers trust. And don’t forget demo and speaking opportunities at trade shows. This is where the integration of marketing, advertising and PR comes into play.

You might not ever see the newest terpaculator on the cover of The Wall Street Journal … in fact, your target customers might not even read The Wall Street Journal. Sorry, Walt. If your customers are reading Terpaculator Digest, that’s where we need to be.

I don’t have a magic PR wand under my desk. But with the right planning — and the proper care and feeding of your PR/marketing team — the results can be amazing.