CEO was permitted to ever have dialogue. Things are now different! There are news sites, emails, blogs and tweets creating a plethora of opportunities to get a message out instantly! Press releases can also be directed to the customer, without ever needing to engage the media as the vehicle. Some of the rules for releasing an announcement are: f Keep it simple f Grab the reader in the first paragraph f Make words matter. Many media outlets will not release your words simply because you have sent it. Another reason why many organisations use direct contact to get a message to their customers! Customers can also review releases exactly like a media outlet and, if you have not told your story in the first paragraph, it is likely to be binned. Remember you have about 400 words max to tell your story. Australian media and consumers do not like the hard-sell technique. You need to communicate your release without making it appear as a sales brochure or a TV ad script. Get across the issues, features and benefits clearly without too much pitch. If you are hellbent on getting a release to a media outlet, here are a few areas to consider: f Follow up your press release by contacting the recipient personally. f Include a photo or graphic in your release but make sure it is high to extremely high resolution as otherwise it will be dumped. f If you are expecting a call-back, make sure you, or the nominated contact person, are fully briefed on the release and what to say, with company approval to do so. Write down and practise your responses. f Consider the competition and don’t announce something that has already hit the streets. f Assuming your company receives electronic press clippings, ensure that whoever is monitoring this gives you leads to maybe respond to other announcement son the same subject tor product/service. Product launches See: How to conduct a client function. There is much similarity in planning and conducting a product launch in the details provided in holding a client function.
7 WORKBOOK | © 2019 YOUNG RABBIT PTY LTD, AUSTRALIAN PACIFIC COLLEGE BSB42415 CERTIFICATE IV IN MARKETING AND COMMUNICATION | PRODUCTS AND SERVICES_V1.5 In terms of reflection or some added areas to note, the following areas need to be considered: f Competitive analysis – again, ensuring that competition has not beaten you to the punch. f Web design or launch a new website in conjunction with your product launch. f AV presentation showing product graphics/ screen shots of the web site. Most of the planning and areas to consider for the event itself is covered in conducting a client function as the principles are much the same. Although the principles are similar, don’t try to conduct one event for all circumstances. A product launch may have a similar organisational structure to other functions; it must be held on its own, otherwise you will waste the contact time and the brief “moments of truth” you will have to capture the attention of your customers.