Improve External PR Communications for Greater Product Launch Success

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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.

Improve External PR Communications for Greater Product Launch Success Research & Tools

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.

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.

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.

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.

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.

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.

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.

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

Provides best practices in writing all PR documents.

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.

Improve External PR Communications for Greater Product Launch Success

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

Analyst Perspective

Public Relations and Product Launches

The effective use of public relations (PR) can make or break the successful launch of a new product. It can build a long-term positive image in your clients’ minds that can’t be bought and must be earned.

An efficient PR campaign will build internal alignment, use a concise value prop in the messaging, define metrics to validate the importance of PR, and follow a defined plan including outreaches to key media and industry influencers to increase impressions.

By following this blueprint, you will build a compelling campaign, increase your team’s efficiency, and execute a finely tuned launch. It will also serve as a foundation for future launches and campaigns.

Barbara Riedel, Marketing Research Director, Public Relations, Software Reviews

Barbara Riedel
Marketing Research Director, Public Relations
SoftwareReviews

Executive Summary

Your Challenge	Common Obstacles	SoftwareReviews Approach
As the Head of PR, you face the following challenges to create and execute a PR campaign for a new product launch. PR responsibilities for a product launch are unclear There are no standard templates for needed assets There is no defined budget or established KPIs There aren’t any tracking methods or report formats By overcoming these challenges, you will be able to ensure the PR contribution to product launch is a success.	The PR lead must overcome the following obstacles to execute a successful product launch. Lack of / 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	This 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 Use 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

SoftwareReviews Insight
Software product launches without an effective PR campaign result in a 27% lower closing rate. Effective PR leaders ensure product launch messaging is multiplied via media partners, industry analysts, and other key influencers, which results in greater commercial success. (Source: Userpilot)

PR is vital to product launch success

Brand-building accelerates when PR plays an active role.

PR’s role is to raise awareness among media and other influencers of product innovation-enabling brand value
Ensures the message is built on a value prop that resonates with clients and prospects
Ensures company boilerplate is properly revised after key innovations and communicated externally
Turns media requests and interviews into a force-multiplier of updated brand messages
Ensures improvement of share of voice (SOV) within solution market segment

“A well-planned and executed PR campaign can generate positive news coverage in the form of articles, blogs, videos, and broadcasts. This kind of exposure can increase customer interest in the product and help drive sales.”
EPR Staff, PR News, February 21, 2022

Despite best efforts, product launches do challenge PR

PR leaders will optimize their teams’ role in product launch success by addressing key challenges:

Unclear PR responsibilities for a product launch
No standard templates for all assets for consistency
No defined budget or established KPIs
No tracking methods or report formats

“Public relations (PR) plays a vital role in the entire product launch cycle. It is the proactive approach of information dissemination and management to build support for a company, product, or idea. Trying to go at it alone without PR can be detrimental to the success of any business or individual.”
Everything PR News
02-21-2022

Improve External PR Communications for Greater Product Launch Success visualization

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.

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

Table of Contents

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Guided Implementation 1: Prepare for Launch

Call 1: Discuss the importance of using PR to optimize the success of a software product launch. Outline the steps involved. Plan next call – 1 week.
Call 2: Using the RACI, define the role of PR in a product launch. Discuss how to develop a strong message based on the value proposition (prop). Plan next call – 1 week.
Call 3: Create content for use in the assets. Customize the launch checklist and identify internal gaps. Plan next call – 2 weeks.
Call 4: Review the completed assets. Discuss topics for calls with the PR agency and wire service. Plan next call – 1 week.
Call 5: Using the costs gained, prepare the budget and agenda for the meeting with CFO. Define metrics to track. Plan next call – 1 week.
Call 6: Define support needed from Marketing Operations and prepare agenda for meeting with CMO. Plan next call – 1 week.
Call 7: Work with Sales to identify 5-6 friendly users to test the value prop. Download and customize the presentation template. Plan next call – 1 week.
Call 8: Download and share the AR template. Download and customize the Media Briefing Template. Plan next call – 1 week.
Call 9: Discuss meeting to prepare key spokesperson and share final documents with dept leads. Verify all other pre-launch tasks are completed. Plan next call – 1 week.

Guided Implementation 2: Release and Track

Call 1: Do a launch day simulation exercise following the checklist. Address any last-minute questions. Plan next call – 1 week.
Call 2: Discuss launch day learnings, results, and update the Presentation deck. Plan next call – 1 week.
Call 3: Discuss feedback from leadership on the campaign outcomes, media opportunities, and other details. Plan final call – 1 week.
Call 4: Discuss final documentation, learnings and celebrate the success! Last call.