Man, product development cycles are brutal these days, they're so long and so iterative, it presents some significant PR challenges.... First you have your alpha testing, then the closed beta, then the open beta, then finally general availability (unless you're Iterative product dev begets iterative product PR. The challenge with iterative product PR is that if executed poorly, each phase chips away at your core product story, to the extent that by the time general availability is announced, well, their just ain't that much more to say. Disappearing are the days of big product stories and flashy launches (unless you're Most important, there is no magical point in time where the product turns into a beautiful butterfly, it remains in a perpetual state of steady and stable iteration, as does the PR communications strategy. It sounds weird, I know, but it's already happening. More to be said about the unlaunch in the coming weeks.... Also Read: Mike Manuel is the founder of the award winning Media Guerrilla
The Art of the Unlaunch
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