[headline type=”h1, h2, h3, h4, h5, h6″ title=”Bring in Communicators On Day 1″]
I can’t over emphasize the importance of your communications team having a seat at both the product development bench and bizdev table. Since a lot of their time is spent interacting with the outside world – reading traditional newspapers and social media; talking to reporters, analysts, and other influencers. While marketers conduct surveys and do other kinds of research from time to time, PR people are in touch with the grassroots marketplace on a regular, frequently daily, basis. Think of them as your reality-check squad.
Entrepreneurs often think their ideas are exactly what the market needs and wants. And, therefore, they assume their products will sell themselves “once a working prototype is made and people can see it in action.” Perhaps that’s a hazard of the trade: to be a successful entrepreneur, you need to be optimistic. But you can’t be blind.
Even a perfect, well-researched and designed product won’t sell itself. Before end users decide to buy it, they want to have a clear understanding of its features and benefits, as well as how it is different from similar products. They have to know why they need your product and why they should buy it from you. They need to know that the product exists. It is the role of public relations people to translate your ideas into meaningful language, to create your distinctive brand, and to make sure that the right people hear about you in a timely and effective manner.
Comm execs find your potential buyers where they live and work, what they read, who they interact with. They often begin this process before a product is actually launched. In fact, under non-disclosure agreements, they may demonstrate a new product and introduce you to reporters and analysts before its ready for market, as a matter of respect to these experts, get their input and peak their interest early on.
One client I worked with presented his prototype to senior management, saying that it was so good it would sell itself. He had never shown it the communications department and didn’t include marketing costs in his budget, because he only needed “free” or “earned” media coverage. After the communications team presented him with a full communications plan, he realized that 1) “free” news stories are not free; and 2) he could reach far more buyers and increase ROI with a comprehensive and integrated communications plan. At the eleventh hour, he had to go back and redo his entire budget. If the communicators had been involved earlier, this would not have happened. Another client lost potential investors, because he didn’t have a marketing strategy as a component in his business plan.
Bringing communicators into the early stages of development, enables them to make sure that you have the time and money to effectively reach your audiences.