One of the most exciting parts of PR is the launch of a new campaign, product or service. You're creating something that wouldn't exist without your effort. Like parenting, it's exhilarating, sometimes painful, and very rewarding. Here are some tips that I've found most important when creating a campaign:

1. Think inside-out. Before introducing your new baby to the world, make sure the organization's internal "family" has received a birth announcement. (Can you imagine how Grandma would feel if she read about her grandchild's birth in the newspaper before being notified personally?) If launching a new product, make sure the employees, customer service reps, and sales force are fully informed and motivated and given the proper tools to communicate with dealers or end users. Make sure current customers are notified, preferably with a discount for their loyalty. If launching a new social service campaign, make sure allied professionals, board members, volunteers, current clients and others with a vested interest are fully informed before you go public. In most campaigns, the end user should be the last to hear about a new launch!

2. Plan and execute quickly. In childbirth, a long, painful labor does not produce a superior baby — lucky moms who have a quick birthing experience produce the same results! Likewise, you won't get better results by agonizing over every conceivable detail and scenario. Focus on the big things — getting your core message to the right people in the right order — and you'll be well equipped to adapt to whatever happens. After all, a launch is just that — an introduction, a beginning. It's not the end. To paraphrase WWII General George S. Patton, a good plan executed now is better than a perfect plan later.

3. Don't forget research and testing. You can do polling research and simple surveys in little time, for reasonable cost. And testing is another means of conducting research. Rather than launch a campaign to the whole world, test it on a small subset of people first.

4. Don't rely too much on the media. Complement your ads and media relations efforts with direct communications and grassroots outreach efforts. Ads and news media publicity can't do all the work. For new products, constant communication with dealers, sales reps and key influencers (people who use your product and influence the opinions of others) is vital. For nonprofit communications and social service PR campaigns, grassroots outreach through schools, churches, workplaces, merchants and other venues are just as important as advertising and press releases.