Define the story before the asset list
A launch becomes coherent when the press angle, film, event and social outputs answer the same audience question. Start with the narrative spine.
Plan capture as part of production
The live moment can generate weeks of useful content when shot lists, edit windows and publishing responsibilities are agreed before the event.
Give every channel a role
Earned media creates credibility, the experience creates memory, owned channels provide depth and paid distribution creates reach. Their timing should reinforce rather than repeat.
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