A PR product or service launching is a perfect way to build momentum slowly. It handles the first and most important hurdle to overcome in building a brand -- credibility.
Step 1: Be a leak-er. The media adores describing events that are "going" to occur. Use it and use it to its longest capacity. Don't jump out too soon.
Step 2: The Slow Buildup. Like a rose, slow gets more beautiful to people the more it unfolds. It is the way people expect and are comfortable with, respect it.
Step 3: Recruit natural allies to support your launch and buildup. Especially, the enemy of your competitors.
Step 4: Bottom-up rollout. You don't want to jump up to the roof and yell, people just think you're crazy. Begin at the lowest rung on the ladder first. Consider each rung a media outlet. Each media creates its own momentum, its own attraction.
Step 5: Listen and Adjust. Be very aware of credible comments and adjust accordingly. Don't react but do respond.
Step 6: Make message modifications. What attributes are working and build on them. Observe media feedback and watch for media nosebleeds.
Step 7: Patience. Launch occurs after PR has run its course, not before. Have a big D-day planned with a massive approach.
After PR comes advertising and not before. The advertising handles the conventional hurdle -- being popular enough so people buy. Conventional, people buying because other people are buying, never comes before credibility. Credibility is why the most effective brand launching starts with PR.
