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Al Ries: Six Steps for Launching a Brand Via PR

29 November 2016 (Edited 29 November 2016)

Advertising Age has published this article by Positioning author Al Ries.

In a nutshell - six steps a PR brand launch might take:

  • A leak to key reporters and editors of online news
  • Slow buildup to allow time for PR to develop momentum
  • Recruit distributors and other allies
  • Get feedback prior to actual product launch, modify product accordingly
  • Modify brand message per media feedback
  • Do a soft launch: Facebook was first launched on one campus in 2004, was still being rolled out further in 2007.

Al Ries says:

"In almost every way, the launch of a brand via PR is exactly the opposite of how a brand is currently launched with an advertising program."

You should read the article - short but good.

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