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    If you are going to launch a new product try to secure products to be used for product reviews ahead of time. Once you have the products, determine which media you need to send it to for maximum exposure.

    Then find out who the journalist is that focuses on that particular section of the publication or program — be it technology or cosmetics. Keep in mind that monthly publications usually have three-month lead times so it is important to plan well in advance.

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    For strategic input and assistance with product reviews, please contact info owitz. Whatever the format of your launch, there are three groups of people you need to inform about your growth and development:.

    The company and its stakeholders should be the first to know about the exciting developments and sufficient information should be shared in the most appropriate way.

    Be it small team meetings or a big company announcement during an internal event. The different sales teams should also understand the new product perfectly and they should be able to implement any new systems or processes to ensure smooth handling of new orders.

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    Also consider the time you announce this to the media to ensure good coverage. By announcing your launch to the media, you could receive much needed coverage on the product.

    Instead of only spending your budget on advertising where relevant , rather ensure the applicable media is informed through:.

    Your key target markets should read about your new offer in the press, but there are also other cost effective ways to inform and up-sell the product:.

    There are more detailed aspects to consider, but this outline should help to announce your exciting news and get a kick-start with the new campaign.

    For strategic input and assistance with your upcoming launch, please contact info owitz. To be interviewed for a feature article positions the spokesperson as a thought leader and is very valuable coverage for the company.

    For more detailed information and examples of the above-mentioned types of coverage, please contact info owitz. However, investigative journalism expects answers to tough questions, which could be difficult to answer.

    When challenged with these type of interviews, inexperienced and nervous spokespeople have created more negative publicity with the way they responded instead of taking advantage of the situation to turn it into valuable publicity.

    This in turn motivates people to suspect that they cannot trust the company and its leadership. Additionally, being interviewed allows the company to share the solution to the problem and how the team aims to rectify the situation, which will help to create positive perceptions and ease-of-mind again.

    As a spokesperson it is imperative and advisable to do media training to ensure you are prepared to handle media queries. It will also give you the needed confidence to represent the company effectively while sharing corporate messaging in the appropriate way.

    Through media training, spokespeople are taught important techniques, such as the bridging technique, to handle interviews professionally.

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    It is so easy to follow the latest trends and give attention to hot topics without giving careful consideration to how your clients or customers will react if you implement such changes.

    It is wise to determine if they are able to use the method of communication and if they have access to the needed technology you aim to implement, before you invest in it.

    On the other hand, your customers and clients are getting more savvy and usually prefers more effective ways of communication, therefore we have to ensure that we offer the quick adopters a better way of communication.

    This indicates the value of a clear target market analysis. Instead of focusing on the basics in terms of geographical, income, age and LSM Living Standards Measure information, give attention to their ideal ways of communication and their preferred frequency without bombarding them as well.

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    Perhaps it is time to review your methods of communication and ask your target market what they prefer — you might be surprised to hear what they say.

    This will enable you to adjust and ensure you have more satisfied customers and clients, while becoming more successful.

    For more information and strategic input please contact info owitz. In the previous issue the importance of and differences between business objectives and communications objectives were discussed.

    Once the objectives have been established it is wise to do a SWOT analysis to get a clear picture of the current state of the business and additional opportunities to explore.

    To guide the communication plan development look at the following:. This should be a good starting point, but for more information and strategic input please contact info owitz.

    The business objectives form the starting point of the communications strategy. The communication objectives should support the business objectives and if these are not aligned, the likelihood that management will be satisfied with the PR and marketing efforts is slim.

    The company needs to know where it wants to go before PR and marketing can recommend the type of transport to take. To create positive awareness and brand alignment by launching the new product in an innovative way and executing targeted sales promotions to support sales initiatives by 30 November This will guide the communications team to select the best tactics press releases, advertorials etc.

    It is easy and exciting to come up with a promotion or special offer for new customers and clients to ensure sales targets are met.

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    Arrange the return of the product and thank the journalist. Then keep your eyes open for the coverage. By Rianette Leibowitz Owitz Communications.

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