How To Launch A New Product With Pr

How To Launch A New Product With Pr

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How using PR can help the launch of a new product hit the stratosphere a lot faster.

There are a lot of people who are under the false impression that PR is just about marketing and advertising a new product and they do not realize that it plays a much different role than that. PR is a separate technology to marketing, and is vital to ensure that a new product launch is successful. In fact, it is imperative that PR flank your marketing efforts and set the stage for better receipt of your sales message. As we previously discussed in this series, PR and marketing go together however there is a significant difference between the two concepts.

PR should be used before a product launch - in tandem with your marketing strategy - to establish the perception of trust in your target markets minds, before your sales promotion hits. Marketing is the actual launch and promotion of your product. Great PR paves the road that will lead you to the proverbial pot of gold at the end of the rainbow - an excellent PR professional will use strategic planning in PR, which is very valuable to your product launch and marketing tactics in a number of different ways.

PR Strategic Planning

If you choose a distinguished PR company or professional they will sit down with you and find out what your goals and purposes are for your company, where you are trying to go, what you want to achieve, what some of the messages are that you want to convey to achieve critical mass, and any other aspects that contribute to the bottom line. It is the component parts of getting a personalized PR strategy that is specifically designed toward attaining the results you are seeking.

If you choose a PR that does not know the importance of strategic planning you will either receive a one-size-fits-all type of PR campaign that does not meet some of the specific needs of your company or you will get a haphazard number of PR activities that create a lot of chaos that do not contribute to the end result which is company visibility and reputation control as well as the successful launch and marketing of your new product.

A PR professional who really knows what constitutes good PR and has the business management skills to understand the internal workings of the company can better meet your individual goals and purposes. In addition to some of the aspects described above, the PR professional should also ask you specific questions on what specific milestones will be targeted for this campaign. Are you trying to increase revenues? Are you trying to increase your visibility in the community? Perhaps you are trying to brand yourself or your company.

The Importance of a PR Evaluation

Once the Public Relations pro gathers all of this information then they should evaluate three things:

1.Every communication that is sent out by your company
2.Your current PR strategy and
3.Your current marketing strategy.

The evaluation ensures that what you are currently doing is going to get the results you are seeking. If there are any areas which exhibit vulnerability, the PR company should create a strategy for you that will dovetail everything together into a seamless production. Once the PR plan begins its implementation phase the PR professional would consistently monitor the campaign to ensure you are getting the best return on investment.

Although the evaluation may seem uncomfortable at first, the information imparted to the PR team in the beginning is crucial to ensure you get the most out of your product launch. PR is all about finding and exploiting every resource one has to obtain the best return on investment for your promotions. PR helps to get people to think a certain way before they are even introduced to your product or service. Therefore, execution of PR must be thorough and exact for a successful product launch to occur.

Although you will find that some of the principles of PR will always be the same, a true PR pro views each company as having different needs and will take those particular aspects and tailor a PR campaign to help you get results.

About Karla Jo Helms:
CEO, JoTo Extreme PR

After managing Public Relations for an Inc 500 company for several years Karla Jo Helms was ready to launch out onto her own and bring her unique take on PR to businesses both large and small. PR is a powerful tool that can garner wide acceptance and delve into arenas that marketing cannot touch, says Karla Jo, PR Strategist and CEO of JoTo Extreme PR. Helms got her start creating and implementing PR Strategies for entrepreneurs and developed a keen eye for how to hone in on the best use of PR to increase the Return on Investment of ones marketing dollars.

Helms ability to attain critical mass by utilizing all methods of PR allows her to put together complete strategies for clients that attain measurable results. A background in sales, business management and media relations has given her a well-rounded understanding of how to harness the power of PR for business...the end result being a wider sphere of influence and the invaluable commodity of goodwill garnered on a broad basis for her clients. Visit her at www.jotopr.com



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