When launching a new product, establishing a strong foundation for government relations is often essential. GR (Government Relations) involves building positive relationships with regulators and government agencies. And PR (Public Relations) implies easy communication of the advertising message to the target audience. This approach is designed to ensure that the product launch complies with legal and regulatory requirements and avoids potential problems with regulators.
What are the benefits of engaging with regulators?
- Recognize the regulatory requirements for your product.
- Acquire an understanding of expectations and potential compliance issues.
- Address concerns related to regulatory and legal frameworks.
As a result, having a focus on GR from the beginning of a product launch will ensure a smoother market launch and will prevent unforeseen problems. By working together, government relations (GR) and public relations (PR) departments can not only ensure regulatory compliance, but also resonate with audiences.
Examples of using GR&PR for a successful product launch
| Company & Product | GR strategy | PR strategy |
| The electric vehicle company launches a new electric car model | The company works with regulators to ensure that the vehicle meets regulatory emissions and safety standards before launching a new electric vehicle. The Company’s proactive approach not only ensures that the necessary certifications are obtained, but also positions the Company as an environmentally conscious industry leader. | The PR department designs a campaign highlighting the environmental benefits of the car and its advanced technologies. Working together with influential environmental activists, the company creates a positive image of the brand in general and the specific product in particular. The media highlights the launch of the car, emphasizing both its features and the company’s commitment to environmental sustainability. |
| Healthcare device startup launches groundbreaking glucometer product to the market. | The startup aims to engage with regulators to gain an overview of the regulatory framework for its new medical device. Building an understanding of compliance requirements right from the start allows for a more efficient path towards the regulatory approval process. | The startup prepares a presentation describing how its medical device is improving the results of patient care and revolutionizing healthcare. The company collaborates with medical experts who confirm the product’s effectiveness. The media covers the launch of the device, emphasizing its potential to revolutionize patient care. |
How to balance GR and PR when launching a product?
- Integrate the regulations you comply with by meeting legal requirements with your advertising message to your target audience. Illustrate how you are complying with regulations while meeting the needs of your customers.
- Use your PR channels to let people know you’ve reached important milestones with regulators. Doing so will not only demonstrate that you are following the regulations, but will also increase interest in your product.
- Collaborate with people who are recognized and respected. You can work with them to create content focused on regulatory compliance and problem-solving. For example, a startup that develops glucometers can invite the Minister of Health to be a part of a science show.
