PR inainte de lansare? – nou articol
Astazi s-a anuntat lansarea oficiala a Antreprenor.net. Ca atare astazi va vorbesc si eu despre el – un proiect ce nu apartine PRwave (ca sa fie totul clar).
Inainte de lansare am primit propunerea de a scrie niste materiale pentru site. Am inceput cu un articol legat de PR-ul in perioada lansarii unei afaceri. Va invit sa il cititi in randurile de mai jos – articolul in format original fiind de gasit aici.
PR inainte de lansare?
Nu ti-ai lansat inca afacerea? Asta nu e un motiv ca oamenii sa nu inceapa deja sa vorbeasca despre ea..
“Pssst! Ai auzit de startupul asta interesant?”
Aceasta este reactia pe care ar trebui sa ti-o doresti inca din prima zi de activitate a noii tale afaceri. Insa un asemenea awareness nu vine niciodata de la sine, fara o strategie de PR pusa la punct cu mult inainte de lansare.
Cand proiectul incepe sa prinda viata si afacerea sa se contureze este deja momentul sa iei in calcul lansarea si strategia de promovare postlansare. Suficienta lume insista asupra importantei relatiilor publice pentru orice tip de afacere, asa ca nu voi mai zabovi asupra acestui subiect. Ceea ce e important pentru orice antreprenor este sa intelega necesitatea unei strategii coerente, pe termen mediu si lung. Aceasta trebuie sa inceapa inainte de lansare si sa continue cel putin vreme de sase luni, perioada necesara pentru a vedea rezultatele clare ale abordarii alese de agentie.
Avantajele colaborarii cu un specialist
Da, e adevarat. Comunicate de presa poate scrie aproape oricine. Insa asta nu inseamna ca isi vor atinge si tinta. Altfel spus, relatiile publice inseamna mai mult decat redactarea de comunicate de presa iar acest lucru se vede din felul in care acestea reusesc sa construiasca vizibilitatea si credibilitatea unui startup.
Indiferent de modalitatea aleasa de colaborare pe partea de PR – fie ca e vorba despre un angajat, un intreg departament intern sau de o agentie in calitate de consultant extern – exista fara indoiala avantaje ale acestei practici care nu pot fi trecute cu vederea.
In primul rand PR-ul trebuie sa puna la punct un plan de bataie coerent pentru promovarea afacerii voastre. Va va ajuta la realizarea unor materiale de prezentare foarte bune (pentru site, conferinte etc.). Va crea o strategie de promovare si va gandi pasii ce trebuie urmati pentru a avea o promovare cu impact.
Specialistul in relatii publice va decide de asemenea, in functie de buget si obiective, cum ar fi mai nimerit sa fie lansata firma/produsul/serviciul. Va avea loc un eveniment? Unde? Va fi doar o lansare printr-o campanie de trimitere de mostre la niste reviste si ziare de impact? Se va lua in calcul doar un comunicat de lansare si apoi se va merge pe oferirea de subiecte pentru media? Si asa mai departe.
Evident ca este dificila selectarea celui mai potrivit colaborator, fie el angajat sau agentie, pentru a realiza partea de PR pentru un anumit produs. Trebuie sa fie o persoana cu care sa poti lucra, cu care antreprenorul sa aiba anumite puncte de vedere comune. Cu toate acestea gasirea unei persoana cu care esti pe aceeasi lungime de unda nu e atat de dificila fiindca ca pe cate companii exista aproape pe atatea agentii sau freelancer-i sunt. Iar solutii se gasesc pe masura oricarui buget. Sunt agentii care prefera clientii mai mici in detrimentul celor mari. Sunt agentii care, de asemenea, prefera sa lucreze doar cu firme medii si mari. Din nou, oferta e bogata.
Si daca nu lucrezi la PR inainte de lansare?
Evident ca lucrurile pot merge inainte. Fireste ca o afacere se poate lansa si fara suportul asigurat de un specialist in relatii publice. Se poate insa ca lansarea sa nu beneficieze de acoperire media – sau ca aceasta sa nu fie atat de complexa cum ar fi daca de aceasta lansare s-ar ocupa o persoana specializata. Se poate ca abordarea sa nu fie cea mai potrivita. Se poate ca actiunile de promovare sa fie unele care aduc prejudicii in loc de avantaje. Sau chiar mai rau: se poate ca lansarea sa treaca pur si simplu neobservata.
Solutie?
Desigur ca se poate ca dupa lansare sa se ia legatura cu o agentie sau un freelancer. Se va porni din acel moment si se va incerca realizarea unei strategii viabile si de impact. Succese se obtin – cu siguranta. S-a pierdut momentul lansarii – insa se pot gasi solutii si ulterioare acestei etape.
Am remarcat in ultima vreme o sumedenie de articole care pun accent pe importanta PR-ului in perioada de criza. Cu siguranta ca si acesta este un aspect important, cu atat mai mult cu cat costurile implicate de actiunile de PR si de creionarea si implementarea unei strategii sunt mai mici decat o campanie de publicitate complexa. Mai mult ca sigur insa, nici publicitatea nu va disparea. Trebuie realizat un mix potrivit intre cele doua directii si alese mijloacele de promovare cele mai eficiente pentru fiecare tip de afacere in parte.
In acest context se poate usor remarca importanta unor actiuni de PR coerente, realizate inca de la inceput.
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