Aligning Internal Branding and Messaging for Experimental Or Side Products

Creating an effective PR plan for side products and experimental labs requires careful consideration of both internal alignment and external communication strategies. Companies like Google with its Labs initiatives and Meta’s NPE Team have demonstrated that successful PR for experimental products demands a different approach than traditional product launches. A well-crafted PR strategy balances the need to generate interest and excitement while managing expectations and protecting the core brand. This comprehensive guide will walk through the essential components of building a PR plan specifically designed for side products and experimental initiatives.

Internal Branding and Messaging Alignment

Internal alignment forms the foundation of any successful PR campaign for experimental products. According to a 2023 Gartner study, organizations with strong internal communication strategies are 3.5 times more likely to outperform their peers in launching new initiatives.

Start by creating a clear internal branding framework that defines how the side product relates to your main brand. Document key messaging points, visual guidelines, and tone of voice that differentiate the experimental product while maintaining overall brand coherence. This framework should include:

• Brand positioning statements that clarify the product’s unique value proposition
• Guidelines for using company logos and visual elements
• Messaging hierarchies that explain how to talk about the product internally and externally
• Clear roles and responsibilities for team members involved in the PR effort

Develop an internal communication plan that keeps all stakeholders informed and aligned. Regular updates through newsletters, internal meetings, and digital channels help build understanding and support across the organization. Microsoft’s internal communication strategy for Microsoft Garage projects serves as an excellent example, using regular show-and-tell sessions and internal blogs to maintain engagement.

Creating a Flexible Rollout Strategy

Experimental products require adaptable PR approaches that can evolve based on market response and internal learnings. Begin by establishing clear phases for your rollout:

Phase 1: Soft Launch

• Limited release to select audiences
• Gathering initial feedback and testimonials
• Testing key messages and communication channels

Phase 2: Evaluation and Adjustment

• Analyzing early results and media response
• Refining messaging based on audience feedback
• Adjusting tactical approaches as needed

Phase 3: Broader Release

• Expanding to additional audiences and channels
• Scaling successful PR tactics
• Implementing learned best practices

Include contingency plans for various scenarios, from unexpected technical issues to competitive responses. Build feedback loops into your strategy by:

• Setting up regular check-points to assess campaign performance
• Creating mechanisms for quick message adjustments
• Maintaining flexible media schedules that can adapt to changing circumstances

Cross-Promotion Without Brand Dilution

Effective cross-promotion requires strategic balance. Research from the Content Marketing Institute shows that integrated marketing campaigns increase engagement by 24% compared to single-channel approaches.

Start by mapping out opportunities for cross-promotion that benefit both your main brand and the experimental product:

Content Sharing

• Develop content that highlights innovation while reinforcing brand strength
• Create stories that connect experimental work to core company values
• Use existing channels strategically to introduce new initiatives

Channel Selection

• Choose platforms that align with both brands’ audiences
• Time promotions to avoid competing with major corporate announcements
• Maintain distinct voices while showing clear brand relationships

Measuring Success and ROI

Establishing clear metrics helps track PR success for experimental products. Focus on both quantitative and qualitative measures:

Media Coverage Metrics

• Volume of media mentions
• Share of voice in relevant conversations
• Quality of coverage (sentiment, message pull-through)
• Reach and engagement metrics

Brand Impact Measures

• Brand perception changes
• Audience awareness levels
• Social media sentiment
• Website traffic and engagement

Business Outcomes

• Lead generation
• Partnership opportunities
• Product adoption rates
• Customer feedback scores

Building Media Relationships

Developing strong media relationships is crucial for experimental product PR. According to Cision’s 2023 State of the Media Report, 82% of journalists prefer receiving personalized pitches that show understanding of their beat.

Research and identify journalists who:

• Cover innovation and experimental products
• Write about your industry sector
• Show interest in similar technologies or approaches

Craft targeted pitches that:

• Highlight unique aspects of your experimental product
• Connect to broader industry trends
• Provide exclusive access or insights
• Include relevant data and expert perspectives

Implementation Timeline and Resource Planning

Create a detailed timeline that accounts for:

Pre-launch (2-3 months)

• Developing messaging and materials
• Building media lists
• Creating content calendars
• Training spokespeople

Launch Phase (1-2 months)

• Executing initial announcements
• Coordinating media outreach
• Managing social media campaigns
• Monitoring early response

Post-launch (Ongoing)

• Maintaining media relationships
• Sharing updates and milestones
• Adjusting strategies based on results
• Planning future phase communications

Conclusion

Building a PR plan for side products and experimental labs requires careful attention to internal alignment, flexible execution, and strategic cross-promotion. Success depends on creating clear frameworks while maintaining adaptability to respond to market feedback and opportunities.

To get started:

1. Document your internal branding framework
2. Create a phased rollout plan with built-in flexibility
3. Establish clear metrics for success
4. Build targeted media relationships
5. Develop a detailed implementation timeline

Remember that PR for experimental products is an iterative process. Regular evaluation and adjustment of your strategy ensures continued effectiveness and alignment with both product and organizational goals.