I, Sabrina Cook, am a nerd.  There, I admit it.  There are very few things that I love more than a good launch.  Whether it’s a new product, a product update, a company launch – I love them all.  I also love Chuck Norris. My good friend Nick, who is getting married in a few short weeks and I heard Chuck was on the invitation list, introduced me to the wealth of facts that are available regarding Chuck’s awesomeness.  Chuck Norris has a lot of wisdom to share with us about just about everything – including the PR fundamentals of a successful launch.  Below are five critical lessons that Chuck Norris offers us to ensure an outstanding launch.  I’m pretty sure that I haven’t left anything off of the list, after all, the only time Chuck Norris was wrong was when he thought he was wrong.

1. Google won’t search for Chuck Norris because it knows you don’t find Chuck Norris, he finds you.  You’ve crafted your launch press release and checked it for grammatical errors, don’t forget to make sure that your release is SEO optimized.  Newswires like Businesswire and Marketwire offer services to ensure that your release is optimized and ready to go.  While you’re at it, consider adding a video to your news release and don’t forget to include links to your company’s social media presence.
2. Chuck Norris doesn’t wear a watch.  He decides what time it is.  Know your announcement timeline and make sure that it’s clearly communicated with all media and analysts.  Research the media that you’d like to pre-brief to make sure that they honor embargoes and ask before you spill the beans.  Some outlets, like TechCrunch, don’t honor embargoes.  Clearly communicating embargoes (yes, even specifying the time that the embargo is lifted), ensures that there will be fewer (if any) surprises on launch day.
3. Chuck Norris can lead a horse to water and make it drink. All of the media coverage from your launch won’t mean much if your website doesn’t help you convert sales.  Prior to your launch, make sure that your website is optimized and that it speaks to your target audience.  After your launch, study your analytics and use that information to tweak your site and ensure that the traffic that’s being driven to your website converts to sales.
4. Ghosts sit around the campfire and tell Chuck Norris stories. Never underestimate the value of a well-prepared briefing with members of the media and analysts.  Practice your presentation to ensure that it effectively communicates the value proposition of your launch.  Practicing also ensures that your briefing is timely and doesn’t run long.
5. Chuck Norris can update his Facebook page from Myspace. Don’t forget to include social media in your launch communication plan!  Have your CEO write a blog post discussing the launch, great new features, etc.  That blog post can be complimented with an embedded video, also hosted on YouTube (great for search).  Social media is also a great way to gather feedback on your launch.  What is the community saying about the launch?  Was there a key feature that was missing?  Did you hit the nail right on the head?  Pay attention to the comment sections of media coverage and your blog; listen to what people are saying via Twitter.  If no one’s saying anything about your launch, maybe that’s a sign it’s time to reevaluate your social media strategy and tactics.

What are your tips for a successful launch?  What about your favorite Chuck Norris fact?  Leave a comment below!