Involve your PR agency early on in the name development process so they have a deep understanding of the branding, marketing, positioning, and competitive issues that informed the selection of your new name.

No matter what prompted the name change -- whether it was a trademark dispute, a change in strategic focus, the need to expand the company's positioning, or the introduction of new services and capabilities -- remember that from a public relations perspective, the introduction of a new name is always an opportunity.

New names attract attention, so celebrate your moment in the spotlight, and seize the opportunity to broadcast the company's vision, achievements, changes, or redirection. The announcement of a new name is an excellent time to reopen discussions with industry press and analysts, introduce the company to new customers and partners, and to initiate a new dialogue with old friends.

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