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?