Over the years, I have had executed on successful launches, and not so successful launches. Regardless of the outcome, I always take a step back and evaluate what could have made the announcement better. Having primarily worked on the agency side of things, the success of a launch is dependent on both the performance of my PR team and the performance of my client. Below is a list of the top 10 things never forget when coordinating a product launch.**

1. FAQ / Q&A
Although the agency is typically tasked with creating the Q&A and FAQ, the document is based on information provided by the client. If you create this weeks in advance of a launch to have on hand for the pre-pitching effort, make sure to double back with your client the week of the launch to ensure that nothing has changed.

2. Announcement schedule
You can't depend on your client to fill you in. Most of the time, you have to ask the obvious questions, such as, "Are there any other announcements happening this week that we don't know about?" or "Any other promotions that may interfere with this announcement?"

3. Review Unit Details
If this is a pre-pitch, or announcement before the availability of a product, make sure to anticipate what the press will ask for, and find have the answers on hand in advance. This includes, "Are there review downloads available?" "Are there review units available?" "What is the process for delivering review units?" "If they aren't available on the day of the announcement, when will they be, and how many will we have?"

4. Expectations

Whether it's a new client, or an old client, you must be aware of what you're going to be judged against. If you aren't sure what the key # of hits is, or the target number of briefings are, or what your client deems the top 5 most important publications/outlets, you need to have a conversation with your client before you execute. Success is relative.

5. Who are our spokespeople?
Names, titles, bios, key talking points/areas of expertise.

6. Spokesperson availability
There is nothing worse than executing on a great launch, and finding out that your CEO is on a plane for the next 6 hours.

7. Who can answer my questions?
You shouldn't have to depend on your client contact to answer all of your questions. They are busy people too! Make sure they introduce you to other people within the organization who can quickly respond to your inquiries.

8. Where are you?
If you're working with a start-up, or company that has a small marketing/PR department, sometimes you only have one person you can work with. Make sure you know their schedule the week of the launch to ensure you're not left stranded with reporter inquiries only your client can fulfill.

9. Past media experiences
Make sure you can answer the following question: Who are the media "friendlies"? Are there any members of the media that your client has had a bad experience with?

10. Is there a demo script? Time to rehearse?
Demos can become routine if done the same way, too often, to the same audience. But what if you are trying to break out, and reach a new one? The transition of a tech product from the tech press to consumer isn't easy, and if you're able to score a demo, having a tech-focused demo will make it that much more difficult. Make sure you have demo scripts that appeal to each audience you're speaking with, and practice practice practice.



**Top 10 items collected over the past five years.