Communication in the context of a launch is about identifying what to communicate, when and to whom. The focus of communication will change by launch type and phase. Internal communication to gain alignment and set priorities on execution is critical for program success. External communication activities will vary by stage and audience.
Please see the following tables for some examples of how the focus of communication changes by launch type and phase.
PRODUCT OR SERVICE UPDATE
Note that there are no differences in the Initiate and Monitor phases across launch types. The key differences around communication occur in the planning and Execution phases as a result of increasing scope and budgets to enable the revenue goals via advertising, demand generation and sales execution support. In addition, as the launch category progresses and becomes more impactful to the company, the depth and breadth of communication and the number of associated assets, budget allocated and resources deployed will grow.