A Ten-Step Checklist for Launching a Report

No Comments Yet | by Elise Perkins

For many organizations, the launch of a report is the bread and butter of its earned media efforts. For communications professionals, a painfully long – and sometimes delayed – waiting period will ensue until all the i’s are dotted and the t’s crossed (and maybe you have to wait for multiple departments to review as well – if so, bless your heart). So, before you get the green light – here are the ten ways you can, and should, prepare for a successful launch.


  • Pinpoint your best data
  • Determine your visuals – report covers, author’s headshot, stock imagery
  • Gather your press list
  • Decide if you will share information with reporters under an embargo


  • Create your social media posts (consider which hashtags you’ll use)
  • Write your press release
  • Also, write your own article (think: blog) to better humanize the content
  • Work with a designer (or DIY a visual – see my tips here) to create social media “shareables”


  • Publish a digital newsroom – your report landing page that includes the repot, release, data, infographics, press contacts and more (Pro tip: consider a vanity URL, too)
  • Schedule your social media posts, send your release, and post your article

I’ll be following up in the coming weeks with a post on what to do when your report isn’t well received by the news media. Stay tuned!

What are some of your favorite tips for launching a report?

About Elise Perkins

Elise Perkins founded ep communications in 2014 after seven years of working for trade associations and think tanks. Today she focuses on building brands for businesses and people, using a savvy mix of content and influencer strategies. She sits on the board of Washington Women in Public Relations.

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