Launching Pigsback.com

Timing, briefing and opportunity hunting

Whilst news was the focus for the launch, opportunities for feature coverage were also explored. If the timing was right, they too were included in the schedule.

immediate future rigorously briefed news editors in advance on the exclusive coverage: managing deadlines for features and news to ensure that publications got the story in time, with the right angle and key message. Pictures were gathered and optimised for print and Online and the internet PR activity scheduled for distribution the minute the exclusives were printed.

Beyond the launch release

immediate future planned for beyond the initial launch release developing further PR opportunities. The release was sent to relevant associations and a meeting set with the chairman of the IAB (Internet Advertising Bureau). Feature ideas expanded and analysis and articles pitches commenced as soon as the release was issued. A photo shoot and industry party are in the pipeline and one-on-one media briefings are being scheduled (including press trips to Dublin) to develop media relations for ongoing PR activity.

On the advice of immediate future, Pigsback.com gathered re-prints of all coverage and sent it to potential prospects and target marketing directors.

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