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PR & SEO Blog from Silicon Alley

Public Relations Campaign for New Business

Wednesday, June 28, 2006

This thought kind of ties into my last post. Not all new businesses are e-commerce, yet all new businesses can greatly benefit from a carefully planned PR launch. When you’re working on spreading the word about a new business, there’s a lot of work that goes on beforehand to ensure that the launch is successful. After having a good deal of experience, Connors knows what it takes to plan a successful Public Relations campaign for a new business.

Pre-Pitching
In an effort to make the launch a big news story through the art of surprise, you may spring it onto journalists last minute and be surprised yourself at how little coverage results. Instead, let reporters know, but let them know that it is embargoed news. They want to be on top of a breaking story just as much as you want them to cover your news. Also, start to let analysts in to check out your offerings, especially if it has a technology base to it. If you can get analyst support behind you, this will greatly help your cause when pitching reporters.

Planning for Everything
Things don't always go as planned and the best launches have a back-up plan ready in case something goes wrong. Brainstorm about worst case scenarios. Think about what kind of criticism your product could potentially get. Then plan for it. Figure out now what you will do then and if anything does happen, you'll be ready. Don't let this scare you too much, because if you’ve done all the background work, this should stay on the shelf as an unused emergency back-up plan.

Do Your Homework
There is nothing more useful than knowing your industry, the issues currently in that industry, and the reporters who cover that news. If you know what people are writing about, you can see how you fit into the bigger story. You can also get a better idea of who you should be targeting in outreach. Having that initial list ready of all the people who should know about you will help tremendously when you announce your big launch and you want to get some coverage.

Labels: Connors Communications, pr