top 5 things to consider when planning a PR launch
prezblog
 ardell case study of the month
 hit of the month
 where to find us

top 5 things to consider when planning a PR launch
  1. Set Clear Expectations and Be Honest .
     Is the news really newsworthy enough to build into a full launch/campaign?  Are your expectations of success and interest from the media reasonable?  Can you deliver on those expectations and meet/exceed your goals? Come to an agreement with your team and finalize a clear timeline, set with hard deadlines to ensure that action items are completed on time. 
  2. Look at the Bigger Picture.
    How does your story fit into your target market/industry at large?  How can you best tie the news to a bigger story and ride the wave of something that is already on the radar of press/analysts? .
  3. Time it Right.
    Should the launch be a stand-alone campaign or can you effectively tie it into/around an industry event and leverage the attendance there?  Teleconference or onsite?  What venue/scenario is the most efficient and compelling option for the press and analysts that you are targeting?
  4. Targeted Messaging.
    It’s important to know in what context your story must be presented – if its trade press, consider how you need to package the information vs. business press? Regional press? Local?
  5. Be Different.

    What can you do to catch the attention of the industry you are targeting?  What unique or clever details will make your story worthy of attention and memorable to press and analysts?


prezblog

Summer Doldrums No More


July and August used to be known affectionatly as the "deep breath" in the tech PR industry, the two months between major tradeshow seasons where our PR teams could pause (ever so briefly) to take a deep cleansing breath and prepare for the fall onslaught. However, the summer of 2005 has proven to be an anomaly in every way possible. Our firm has had its busiest summer ever, full with global press campaigns (minus those Europeans on holiday that we Americans envy so much) and a flurry of new client activity on both the Ardell and Domino sides of the house.

Perhaps it's the rebounding in the technology markets we serve, or that our clients are becoming more the ant than the grasshopper in the famous fable ... preparing all summer so they'll be humming all winter. Whatever the cause, we're thrilled that it's given us an opportunity to bring on more talented staff, further enhancing and diversifying our well-rounded core technology and consumer technology client service teams. Though it's unthinkable to start contemplating fall when the balmy winds are still flitting through the palm fronds outside, we're already in the midst of planning a big build-out ourselves as we plan to hang tinsel on more square footage in our current building by Christmas.


- K.S.


ardell case study of the month:
“Launching a Bluetooth Company in the US, EMEA, and Asia: Silicon Wave ”

Situation
Silicon Wave, a Bluetooth wireless technology company, asked The Ardell Group to launch the company's 3rd generation Bluetooth portfolio in the US, Europe, and Asia, where most of Silicon Wave's customers are located.

Solution

The Ardell Group designed a global press tour for Silicon Wave, utilizing two trusted Ardell agency partners to provide on-the-ground support in Asia and Europe. Ardell drove all strategic messaging, release creation and tour preparation, synchronizing on-site, multi-country travel schedules and coverage to maximize the impact of the company's Gen3 platform news.

Results

  • Global tour included on-site press briefings in China, Korea, Japan, Taiwan, Sweden, Norway, Finland, UK, Germany and the US
  • Secured and facilitated a total of 62 top-tier briefings (21 throughout Europe, 23 throughout Asia, and 18 in the US)
  • Proactive global outreach resulted in over 100 articles/mentions about Silicon Wave's Gen3 platform in the 6 months following the tour


hit of the month:
Cymer in EE Times
“Joint Venture's Tool to Aid in Flat-panel Manufacturing ”



where to find us:
8/23/2005-8/25/2005   Intel Developer Forum - San Francisco
8/26/2005 PRSA A Del Martini Day at the Races - Del Mar
8/27//2005-8/31/2005  NACDS Pharmacy & Technology Conference - San Diego
9/12/2005-9/15/05 Embedded Systems Conference 2005 - Boston