Coordinating internal and external communication about a launch

Overview

Launching new products or significant enhancements to existing products can be complex, as it requires seamless coordination across departments to align on timing, messaging, and ensuring that the launch is well-publicized. A clear communication plan is crucial to reduce risk, meet business and stakeholder expectations, and maximize customer satisfaction.

Result

The Product Ops Assistant will coordinate the creation of a comprehensive communication plan for the launch, detailing key messages, audiences, channels, and timelines for both internal and external communication. This plan will ensure everyone involved understands the messaging and timing, creating a unified and coordinated launch that drives customer satisfaction and business success.

Share playbook

Process

Define and share launch communication goals

Product Ops Assistant & Product Leader

Meet to define the goals for the launch communication. Determine the target audiences, ideal timing, and identify all team members involved in launch communications, including those in Product Marketing who may manage external communications. Establish criteria for what will define a successful launch.

Product Ops Assistant

Engage with key team members to understand their communication plans for the launch, both internal and external. Share the goals and success criteria established with the Product Leader, and request that each team member develops a communication plan for their area of responsibility by a specified date. This plan should include drafts of required communications, target audiences, communications channels, and scheduled timelines. If there are gaps in responsibility, take on those tasks to ensure coverage.

If the Product Marketing team is not already closely involved with the launch details, consider creating (or asking the relevant Product Manager or Owner to create) a "Launch Brief" for them. This should include an overview of the product or new features from customer and market perspectives, along with differentiation factors. Wudpecker offers a helpful Product Marketing Brief Template.

Create a comprehensive communications document

‍Product Ops Assistant

‍Gather and review the communication plans from various team members. Combine these into a single, comprehensive document that includes the following:

Audience identification: Ensure all relevant audiences (customers, partners, vendors, internal stakeholders) identified by you and the Product Leader are included.
Internal communications: Ensure internal stakeholders will have the necessary information to support the launch, including details about the product or new features, key dates, and any relevant resources. Consider including a launch toolkit with messaging guidelines, FAQs, demo videos, and customer-facing content (e.g., emails, social media posts, press releases) to ensure consistency across all channels. Launch goals should be clearly articulated and communications should provide appropriate context for each audience. Encourage feedback for adjustments.
External communications: The plan may include a series of communications leading up to the launch, such as a launch countdown to build excitement. Ensure there’s a strategy for teasing the launch to customers via email, social media, and PR channels, as well as a plan for launch day and post-launch communications. Align these communications with launch success criteria (e.g., if success is defined by X users signing up by Y date, ensure the communication clearly explains how and why users should sign up). Provide clear dates and avenues for feedback or questions. Develop a response plan for addressing any concerns that arise post launch.
Roles and responsibilities: Ensure all team members are clear on their roles in the communication process.
Timing: Consider creating a communications launch calendar detailing each key communication.

Coschedule offers advice on creating a communications calendar.

Review and revise the communications document

Product Ops Assistant

Share the complete communications document with all relevant team members and solicit feedback. Make any necessary updates.

Product Ops Assistant & Product Leader

Meet to review the final communications document and make any last revisions.

Product Ops Assistant

Distribute the finalized communication plan to the team.

Implement the plan

Product Ops Assistant

As the launch approaches, ensure all components of the communication plan are on track. Regularly check in with team members responsible for communications, sending reminders about upcoming dates and ensuring that everything is proceeding as planned. As feedback is received from both internal and external stakeholders, make necessary adjustments to the communications to ensure alignment and effectiveness.

Hold a retrospective

‍Product Ops Assistant ‍

After the launch, conduct a retrospective to evaluate the communication plan’s effectiveness. Discuss successes and areas for improvement. Present any relevant data, such as email open rates, link clicks, or social media engagement, to assess how the communication plan contributed to the launch's success. Use these insights to refine the approach for future launches.