Launching a new Organisation
For many organisations and groups an early communications challenge is around creating an impact at launch. Often, the official launch, is the first public statement by the group. There is a heightened sense of the importance of getting the tone, content and messaging right. Other considerations include making sure key audiences are addressed and preparations are made for any potential pitfalls, such as negativity in the sector. There is a raft of logistical issues which cannot be overlooked - from decisions which need to be made early on about invitations, catering and entertainment, to the practicality of the venue, compatibility with presentation equipment, materials for distribution and the order of speakers on the day.
Finally, as well as all of the above, but of no less importance, is ensuring that there is a newsworthy aspect to the launch. Unfortunately, the most expensive venue and highest calibre guests won’t influence the media to cover the launch unless it is of some news value.
The role of communications consultant in assisting companies to prepare for any launch is to consider
all of the factors which will influence a positive outcome. This includes advising on and managing the logistics, crafting the materials, probing and suggesting suitable media hooks and angles, covering off any potential negative issues, ensuring the client has presentation and media skills training and issuing material and liaising with media at the event and afterwards.
Nothing can guarantee a successful launch. But careful management, of all of the above can certainly improve the chances of success!
A launch is the start of a communications journey. Like the start of any process, a good foundation is key. A launch is successful if it correctly positions the organisation to develop its role and reputation through its ongoing communications activities or campaigns.