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The “How to Make your Launch Not Suck” Checklist

A reporter friend was telling me about a great story he was working on for a big national outlet.

The brand had put a massive about of time and money into their launch, come up with a great, newsworthy angle, created all the materials that the outlet would need and secured the advance interest of some select reporters who could drive the story nationally.

And then the Boston Marathon Bombing happened.

And it literally sucked all of the air out of the room and left no room for a successful launch. The brand doing anything with that going on would seem insensitive and by the time there was ink and air left over to cover anything but the riveting events of the manhunt, the interested journalists had all moved on and the launch now seemed somehow out of step with the new reality.

That’s terrible luck. And it does happen from time to time.

But a lot of brands, particularly startups and emerging brands, make their own bad luck.

Acts of calamity (terrorism, terrible storm, etc.) aside,

Susan McLennan

Susan McLennan

Founder at ReImaginePR
Susan McLennan helps brands become better storytellers both through the media and through direct and digital communications. She is an award-winning communicator with a background in television production who has secured media coverage through some of the top media outlets in the world and created content that has won hearts and changed minds locally, nationally and internationally.
Susan McLennan

@SusanMcLennan