If you’ve ever wondered what actually goes into a successful PR launch, this conversation offers a behind-the-scenes look at why the work needs to start well before the press release goes out. James and Michelle break down the 90-day launch approach, including how the first 30 days are spent refining messaging, understanding the media landscape, identifying the right spokespeople, and making sure a company’s story will resonate with customers and reporters. They also explore what happens during the activation phase, why media outreach takes time and flexibility, and how an unpredictable news cycle can force teams to pivot their messaging or timing. Most importantly, they explain why the launch itself is just one moment in a much longer PR strategy, and how thought leadership, owned content, social media, and continued media outreach can sustain momentum well beyond announcement day.
If you’re a founder planning a major product, funding, or company announcement, let’s talk.