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"Countdown to Liftoff: Building Effective Product-Launch Platforms," PR News
September 25, 2007
The most important stage of a product launch isn't the launch at all; it's the preparations that will define the longevity of the product or service. Amanda Glasgow, SVP, deputy consumer practice director of Manning Selvage & Lee's New York office, underscores the import of the pre-launch phase, which she pegs at six to 12 months prior to the launch. "At launch, PR can influence the influencers, enhance or change perceptions of a brand, and build credibility through the endorsement of experts," she says. With that in mind, communications professionals should take the months leading up to the launch to secure these third-party endorsements.