Introducing Innovation: The Basics of New Product Public Relations
New product development is an emotional experience. Research scientists and developers learn to care about their creations with an almost irrational attachment - for good reason. New innovation can be a major turning point - showing leadership, ensuring success and, possibly, redefining the way the company does business.
In reality, however, it means nothing if no one outside of the lab knows about or believes in the product. Successful companies address awareness and education with the same zeal that they put into research and development. This article covers some of the basics of developing and implementing a public relations program that informs and educates important audiences in the coatings industry following new product development.