Executing a Launch: Part 3

This blog series on launching a company or product is written in three parts. In case you missed the first two, here they are:  

Part 1: With Launches, Killing It (in a good way) Matters examines what’s required for a successful launch – whether for a company,  product or service.  

Part 2: Ready, Set, Launch! offers a list of activities and requirements that can help companies ensure the bases are covered for launch day.  

This third and final installment in the series looks at how companies can determine launch readiness. Here are two of the most critical elements:  

1. Is the company, product or service truly ready to go live? Have the bugs been worked out? If something is not right, waiting a few days or even weeks is better than going out not fully prepared. 

1. Is the executive team in place and properly prepped? Ensure they have all updated their LinkedIn and other mediums to reflect the new company name or any new roles relevant to the news being announced. 

If you answered yes to 1 and 2 above, here are the logistical elements that also will be critical in ensuring launch readiness: 

1. Are you ready to have some fun? Few things are as exciting as getting the news out that your company or new product has arrived. Enjoy the moment. Be enthusiastic. It’s taken a lot of work to get to this day, and it should be savored.  

1. Double check that the website is ready to go live as soon as the press release is published. Have social messages prepared and queued up to cross the channels at the same time.  

1. Review the story with all spokespeople one last time and make sure they are all on the same page for delivering the news and are working from the final list of key messages.  

1. Revisit the previously prepared list of potential tough questions that may arise in an interview. These are questions we hope we never hear, but it is important to have responses ready. Well- prepared spokespeople will know how to steer back to the key messages following a tough question.  

1. Monitor email and voicemails frequently leading up to the launch – be sure there are no last-minute questions from the news distribution services (PR Newswire, News Direct, Business Wire, etc.) that might hold up the release from crossing the wire or that there are no other issues that have come up that could impact the planned launch timing.  

1. Ensure spokespeople are available on the day of the launch and in the days following the launch for any additional interview requests. 

1. The PR team will be monitoring for coverage all day and reviewing it carefully to be sure the key messages are being conveyed properly and understood. If there are discrepancies, they will work with the internal team to revamp anything that is not resonating correctly.  

1. Have a blog (or for a new company, several) ready to roll out when the site or news goes live so website visitors might stay for a bit and learn more about the company or new offering. 

If you have questions about launching your product, service or company, or if you would like information about working with Rainier on those activities, give us a shout!