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Improve External PR Communications for Greater Product Launch Success

Optimizing a PR campaign with a strong value proposition can build alignment between internal teams, significantly increase product launch success, and strengthen the company’s competitive edge.

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Thought Model: Improve External PR Communications for Greater Product Launch Success

Member Challenge

As the Head of PR, you will face the following challenges to develop and execute a PR campaign for a new product launch.

  • PR responsibilities are unclear.
  • No standard templates for assets.
  • No defined budget or KPIs.
  • No tracking methods or report formats.

    • Our Advice

    Critical Insight

    The PR lead must overcome obstacles to execute a successful product launch.

    • Lack of or weak internal alignment on the value prop.
    • Lack of a master launch checklist and defined steps.
    • Lack of compelling value proposition copy for use in assets.
    • Undefined launch budget and KPIs.
    • Company spokespersons are untrained for media/industry interviews.

    Impact and Result

    This SoftwareReviews blueprint provides guidance and tools for a PR lead to build and execute an effective PR campaign supporting product launch. Use this blueprint to:

    • Gain alignment with department heads about the role PR plays in the launch.
    • As a detailed launch checklist to ensure no critical steps are missed.
    • Develop assets using standard templates, ensuring consistency.
    • Gain support from C-Suite on KPIs and budget.
    • Define metrics to measure PR launch campaign success.

    Research & Tools

    Name Actions

    1. Improve External PR Communications for Greater Product Launch Success Storyboard - This blueprint highlights that using Public Relations can significantly increase a product launch success.

    By following the step-by-step deliverables, the PR Lead can build internal alignment, develop and execute a campaign, and track results for use in future campaigns.

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    Improve External PR Communications for Greater Product Launch Success Storyboard

    2. Product Launch RACI and Detailed Checklist – This detailed template will help you build alignment between departments and ensure all critical steps for the launch are completed.

    This document enables the PR Lead to gain alignment by defining each department’s roles and responsibilities and then outlining step-by-step launch activities.

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    PR Product Launch RACI and Detailed Checklist

    3. PR Product Launch Presentation Template – A detailed template to help you show completed activities and record outcomes.

    This valuable template will keep leadership aware of completed steps and launch results.

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    PR Product Launch Presentation Template

    4. Product Launch Asset Creation Template – This template will assist you in developing the assets which will be used in the PR campaign.

    These templates walk you through the development of a Press Release, social media posts, email announcement, and landing page.

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    Product Launch Asset Creation Template

    5. Product Launch Tracking Template – Use these templates to track the status of assets, budget, key media contacts and influencers and metrics.

    These templates make it easy for you to track specific metrics to highlight the success of the PR campaign.

    Name Actions
    PR Product Launch Tracking Template - Asset Status
    PR Product Launch Tracking Template - Budget
    PR Product Launch Tracking Template - Metrics
    PR Product Launch Tracking Template – Key Media Contacts and Influencers

    6. Product Launch Media Briefing Template – This template will prepare the key spokesperson for media interviews.

    Preparing the key spokesperson will ensure a successful interview.

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    PR Product Launch Media Briefing Template

    7. Brand Value Proposition and Positioning Statement Template – A structured tool supports teams define a value prop.

    This presentation template uses a step-by-step approach to defining the value proposition.

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    Brand Value Proposition and Positioning Statement Template

    8. Writer Checklist – Ensures the writing style is clear and concise.

    Provides best practices in writing all PR documents.

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    Writer Checklist

    9. Analyst Briefing Template – This template shows the core elements needed in an AR deck.

    This template can be provided to analyst relations if needed, so a deck can be developed.

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    Analyst Briefing Template
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