The PR industry sees some extreme highs and lows, and national boutique PR agency, The Tonic Communications, gives us its advice on how to cope in a crisis and how to manage a key campaign, product or news launch.
In the second of this two-part blog, director and co-founder Georgina Dunkley provides her top tips.
Realistic timings
With any new product or brand there is always a hard and fast launch date everyone is working towards, but inevitably this date can easily be missed. Set realistic campaign launch timings and remember it is better to kick-start PR activity with a fully working brand or product than starting off on the back foot. Being eager to market is admirable, but don’t let your ego get in the way if you need to refine timings.
Effectively prepare
From the outset it is essential to get all of your spokespeople briefed, literature drafted and printed, and website up and running before going to market. The planning and preparation stage should provide you with sufficient time to discuss your proposition and materials with partners before launching; this ensures any feedback can be incorporated into the launch plans.
Understand your audience
Before breaking any news it is imperative you have a clear understanding of who you are talking to and how they like to be communicated with. Outreaching to the national media may seem the appropriate first step but think; would your campaign be better targeted to a regional or trade audience? Also consider what your tone and messages means to them – avoid jargon that will turn audiences off!
Have realistic expectations
Launching anything new can be a long and painful process and generally results don’t materialise overnight. If you’re looking to use a PR agency to handle your launch, work with one that has sector expertise and relationships with your key media. Plus, be patient – media work to their own timings, not yours.
Keep up momentum
Don’t just kick-off the PR and then drop it again - the initial burst of activity will be a waste of time and money. Even if you sustain PR activity on a low retainer, the continual drip feed of news will ensure you maintain your share of voice with customers, partners and competitors.