Launching an organization is a monumental task that comes with its own set of challenges and opportunities. One of the most crucial aspects—which is often underestimated—is a well-thought-out strategic communications plan. A well-structured plan can not only create buzz, but also set the stage for your organization’s mission, culture, and future endeavors. Here are a few things to consider when constructing your plan:
1. Exclusive Story About the Launch
Why it’s important: An exclusive story in a major publication offers a deep dive into your organization, mission, and vision. This gives you a chance to control the narrative and offer more context than a simple press release.
Things to consider:
- Identify journalists who write about your sector
- Prepare a media kit with high-quality photos, founder bios, and key messages
- Make your pitch about why your organization is different and why people should care
2. Partner Email
Why it’s important: A launch is the perfect opportunity to leverage partnerships. An email from a respected partner endorsing your organization can go a long way in establishing credibility.
Things to consider:
- Keep it brief but impactful, focusing on mutual benefits
- Include a clear call-to-action (CTA) encouraging recipients to learn more or get involved
- Tailor the message to suit the partner’s audience
3. Introductory Social Media Content for Influencers/Public
Why it’s important: Social media offers a direct line to your audience. Well-crafted introductory content can create anticipation and foster community.
Things to consider:
- Develop a hashtag unique to your launch
- Collaborate with influencers who align with your organization’s values
- Consider using a social media management tool for coordinated posting across platforms
4. Blast Press Release
Why it’s important: A press release provides a concise, formal announcement about your launch. It’s the go-to resource for journalists and provides official information that can be widely disseminated.
Things to consider:
- Cover the who, what, when, where, why, and how in the first paragraph
- Include quotes from key stakeholders
- Make it easily accessible by publishing it on your website and distributing it via wire services
5. Launch Website & Social Media Channels
Why it’s important: Your website and social media channels are the public faces of your organization. They should be up and running smoothly by the time you announce the launch.
Things to consider:
- Ensure the website is mobile-responsive and SEO-optimized
- Populate your social media channels with some content before the launch so they don’t look barren
- Include a press section on your website where journalists can download a media kit
Wrapping Up
A strategic communications plan for your organization’s launch isn’t just about a one-time splash. It’s about laying the foundation for ongoing engagement and growth. By taking the time to carefully consider and execute each of these elements, you set your organization on a path to not just a successful launch, but a successful future.
Remember, launching an organization is only the beginning. Keeping the momentum going requires continuous planning, adjustment, and engagement with your key audiences. So get planning, the world is waiting to hear what you have to offer!