PR doesn't begin and end with a launch.
As a matter of fact, it is in between launches that media and analyst relations become much more critical. As I have said many times, PR is not a finite thing. It is an ongoing relationship building exercise where you build momentum so that when you have launches the media and analysts are more willing to speak with you. Think of you other PR activities as stepping stones or a map and launches are stops on the road. The quality of the trip is tied to the quality of the journey and the road you have paved. So when you don't have a launch, you can pave the way to a successful launch by doing a few other things.
These are just an example of the things you can do. I didn't even get into the creative events or meeting with analysts. But my goal is to show you that there is more to PR than a product launch. And usually it is the stuff you do between the launch that makes them pick up the phone when you call for that launch.
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