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Public Relations
New business and client engagements where creative vision, strategy alignment, and multi-stakeholder approval determine outcomes.
Edelman
Weber Shandwick
BCW
Hill+Knowlton
Inside this journey
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Pre-Discovery
Align key stakeholders, decision criteria, and executive readiness before deeper discovery.
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Stakeholder Alignment
Confirm decision roles, board expectations for PR, timelines, and success signals for coverage and pipeline impact.
Alignment Questions
A Quick Hello — Tell Us What’s Happening
- What recent event or pressure made you decide to explore an external PR partner now?
- Which best describes your company's current stage?
- Which of these is the primary trigger for PR right now?
- Who is our day-to-day point of contact for PR and decision escalation (name, title, email if comfortable)?
- How would you describe your emotional state about PR today—excited, skeptical, overwhelmed, hopeful, or something else? Tell us more.
Why Now, Really — What Happens If Nothing Changes?
- If the board received one simple PR signal in 90 days that proved momentum, what would it be—and why would it change their view?
- How long has this pressure (funding milestone, competitor noise, product launch) been building?
- What has been the most frustrating part of your current PR or comms situation?
- Which internal stories or milestones are being ignored today that you wish reporters were covering?
- On a scale from 1–10, how costly do you think continued low visibility is to pipeline, hires, or investor relations? Explain the number.
Who Holds the Keys — Decision-Makers, Influencers, and Blockers
- Who ultimately signs off on PR strategy and spend—and where do they sit (board, CEO, CFO, CMO, other)?
- Which internal stakeholders have veto power over messaging, spokespeople, or external communications approvals?
- How does the approval workflow work today (typical sign-off steps and average turnaround time)?
- Describe any previous moments where internal misalignment stalled a PR opportunity—what happened and who pushed back?
- Which of these best reflects your board’s expectations for PR within a quarter?
What Would ‘Win’ Look Like to the People Paying the Bills?
- If you could describe success to the board in a 30-second elevator line, what would you say?
- Which KPIs matter most to you and your board right now?
- How do you currently (or plan to) measure attribution between coverage and pipeline or revenue?
- What timeline would you consider acceptable to demonstrate meaningful movement on those KPIs?
- How confident are you that your execs will be able to generate the soundbites and visibility that translate into board-facing metrics?
Where Your Buyers Actually Listen — Outlets, Reporters, and Narrative Fit
- Who are your target buyer personas (titles, industries, use cases) and what do they read or watch to make buying decisions?
- Which publications and reporter names do you consider ‘must-have’ placements for credibility?
- Which of the following channels do your buyers rely on most?
- Tell us about any recent coverage you or competitors received that directly influenced buyer conversations—what changed afterward?
- From 1–5, how well does your current messaging map to buyer priorities (product, outcomes, ROI, regulatory trust, or other)? Please explain.
What’s Broken in Your Current PR Approach (So We Don’t Repeat It)
- What’s the single biggest reason past PR efforts didn’t move the needle for you?
- Have you worked with external agencies before? If yes, what specifically disappointed you?
- When a pitch or opportunity was missed, whose behavior or process most often explained why?
- What internal constraints—budget, headcount, tech, or culture—have you accepted as ‘just how it is’?
- If you could remove one recurring obstacle in your PR program overnight, what would it be?
Do You Have the Bandwidth to Move Fast? Resourcing & Readiness
- How many spokespeople do you realistically have available for interviews and briefings in a given week?
- Which of these best describes spokespeople readiness today?
- How long do legal or compliance reviews usually take for external messaging and press materials?
- What internal systems or points of contact should we expect to coordinate with (sales, product, legal, investor relations)?
- What level of media training or mock interviews do you believe would change exec performance most in the next 90 days?
Imagining the First 90 Days — Scope, Deliverables, and What We’ll Try
- In an ideal 90-day pilot, what are the top three deliverables you would point to as evidence of progress?
- Which outreach targets should be prioritized during the pilot?
- What placement types do you value most for credibility versus demand generation?
- What minimum placement rate or engagement outcome would you consider a successful pilot?
- What internal commitments (time, spokespeople, review bandwidth) are you willing to make to hit those targets?
Crisis Thinking — What Keeps You Up at Night?
- What plausible crisis scenarios could happen in the next 12 months that would require an immediate media response?
- Have you had to manage a media crisis before? If so, what went well and what hurt you most?
- What are the non-negotiable thresholds that should trigger our crisis escalation (regulatory fines, CEO departure, security breach, litigation, other)?
- How quickly do you expect a PR partner to respond in a crisis (hours, same day, next day) and what does ‘response’ mean to you?
Commercial and Decision Mechanics — What Would Make This Easy to Say Yes To?
- What budget range have you allocated (or expect to allocate) for the 90‑day pilot and immediate support?
- Which commercial model do you prefer for the pilot?
- Who needs to approve the contract and what internal procurement steps remain?
- What reporting cadence would keep your board and execs comfortable (weekly highlights, biweekly, monthly)?
- What would make you nervous about committing to a 90-day pilot with an external agency?
Final Reflection — Quick Wins, Deal-Breakers, and Next Steps
- What would count as a surprising but realistic early win in the first 30 days?
- Are there any absolute deal-breakers for a PR partner we should know now?
- Which stakeholders should we meet next to accelerate alignment (names & roles)?
- How soon would you like a proposed 90-day pilot scope and commercial terms in hand?
- Any final context, documents, or recent coverage links you want us to review before we draft the pilot?
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Executive Readiness & Resource Review
Assess executive availability, media training needs, and internal bandwidth to ensure spokespeople and processes can support outreach.
Readiness Questions
Quick Check: Who’s Actually in the Room?
- Who will be the primary executive(s) participating in media outreach and external briefings?
- How much time per week can each identified executive reasonably commit to media activities (interviews, briefings, prep)?
- For each named executive, list preferred interview formats (e.g., live broadcast, recorded, written byline) and any public-facing constraints we should know about.
- Which executives have prior formal media training or regular public-facing experience?
- Are there any non-negotiable scheduling blackout periods (fundraising, board cycles, product embargoes) that will limit outreach windows?
- Who currently owns approvals for messaging, quotes, and embargo decisions?
If We Need Them, Will Your Leaders Pick Up the Phone?
- When a reporter requests an urgent interview, how confident are you that the designated executive will make time within 24–48 hours?
- Describe the longest typical delay you've observed between a media opportunity and executive availability — and the real impact that delay had on coverage.
- What are the primary causes of last-minute availability issues?
- How are last-minute media requests routed today? Please outline who is notified, who decides, and typical response timelines.
- Do you have a deputy or backup spokesperson trained to accept short-notice interviews?
- If executive response SLAs are missed, what escalation steps or consequences typically follow?
Can Your Leaders Tell a Story That Moves Buyers?
- How comfortable are your spokespeople converting technical/product detail into buyer-focused narratives that sales can use?
- Share a recent interview or byline where an executive landed a clear buyer message — what made it effective?
- Give an example of an interview that went off-message. What happened and why did it stick with you?
- Which specific interview skills do your spokespeople need most?
- Which formats of media coaching would you find most acceptable and effective?
- How do you currently prepare spokespeople for interviews (who prepares briefs, how long in advance, what artifacts are used)?
Are Your Systems Built to Turn Coverage Into Pipeline?
- To what extent are PR placements currently tied to lead generation, sales follow-up, or campaign attribution?
- Describe the process after a major placement: who is notified, what actions are taken, and what timelines do you expect?
- Which tools do you use to measure coverage and downstream impact?
- Have you mapped buyer journeys that connect editorial topics to demand-gen touchpoints? Give a concrete example if available.
- Who will own the PR→Sales handoff and ongoing reporting in this engagement?
- What reporting cadence and formats does your board expect to see for PR outcomes (e.g., monthly dashboard, board-ready memo)?
Where Could a Crisis Collapse Plans Before They Start?
- If a negative story appears tomorrow, who must sign off on the first external comment and how quickly could they respond?
- Do you have a crisis playbook and when was it last exercised?
- Describe scenarios you currently consider 'retainer-covered' versus 'out-of-scope' for external support.
- Which channels would you prioritize for rapid response during a crisis?
- Who are the internal decision-makers for pausing or continuing proactive outreach if a crisis is developing?
- Do you currently maintain relationships with reporters who cover investigative, regulatory, or critical beats relevant to your sector?
What’s the Board Really Expecting (and When)?
- If the board asked 'show me PR is moving the needle' in 90 days, what concrete signals would satisfy them?
- What KPIs has the board previously accepted for communications work? Name the last three targets or metrics they've used.
- How often does leadership require formal updates on PR progress (and in what format)?
- What level of reporting detail does the board prefer: topline themes, metrics plus key anecdotes, or full dashboards?
- Have they set any non-negotiable targets (for placements, share shifts, or prospect engagement)? If so, please list them.
- Who on the board is most vocal about PR outcomes (investor rep, independent director, CEO, other)?
What Would Real Commitment Look Like?
- If PR is going to produce rapid results, what would you be willing to change about executive calendars, approvals, or resourcing?
- Which internal resources can be dedicated to support outreach during the 90-day pilot?
- What budget flexibility exists for rapid-response needs or supplemental research to support thought leadership?
- What staffing or capability gaps do you anticipate needing to fill to run the pilot successfully?
- How quickly could you commit to an initial 90-day pilot start date?
- Beyond board KPIs, what would success look like to you personally at the end of the pilot (visibility, credibility, pipeline signals, career impact)?
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Customer Discovery
Document target buyer personas, priority publications and reporters, past PR performance, and measurable outcomes required by the board.
Discovery Questions
Getting Oriented: Who You Are and What Brought You Here
- Describe your company in one sentence, your stage (e.g., growth, mid-market), and the immediate trigger that brought you to consider PR now (funding, product launch, competitor noise, etc.).
- Who is the executive ultimately responsible for PR outcomes and board updates?
- Who will be our primary day-to-day contact for approvals and coordination?
- What would make this 90-day pilot feel like a clear success to you personally (one-sentence answer)?
- What cadence of check-ins and reporting do you prefer while we run a pilot?
Why This Moment Actually Matters (and What’s at Risk)
- If the board could only recall one thing about your market credibility in six months, what would you be terrified they'd be missing?
- Which business objectives are you hoping PR will materially support in the next 6–12 months?
- Which of these scenarios would feel most damaging right now if coverage didn’t change: lost deal opportunities, weaker fundraising, competitor narratives winning, or something else?
- Tell us about a recent moment where lack of earned visibility made a negotiation or opportunity harder—what happened and how did it feel?
- Which timeline feels realistic to you for seeing the first credible signals of momentum from PR?
Who Are We Trying to Influence (Beyond Buzzwords)?
- Are the people we need to move the needle buyers, technical evaluators, investors, or silent influencers—and which group is the single highest priority?
- Select the primary buyer personas we should craft stories for (choose all that apply).
- Which publications, trade outlets, or reporters are must-haves for you? List names or beats and why each matters.
- Where do your prospects actually consume thought leadership or validation? (select all that apply)
- Are there niche beats, regulatory topics, or technical themes we must own to be credible in your vertical?
If PR Directly Fueled Pipeline, What Would That Look Like?
- Imagine a placement drove a demo request tomorrow—what would your SDR/BDR team need from that article to qualify it as sales-ready?
- Which of the following metrics does your organization value most when linking PR to revenue?
- How many sales-ready leads or demo requests per month would make the PR program a clear ROI win for you?
- Who on the revenue team will own tracking PR-sourced pipeline and validating lead quality?
- Describe a past placement that produced a measurable business outcome and what specifically moved the needle.
Where We’ve Tried Before—and Why It Didn’t Stick
- Think of the most disappointing PR effort you’ve endured—what was promised, what actually happened, and what frustrated you the most?
- Which of these issues have you experienced with past agencies or in-house efforts? (choose all that apply)
- How do you currently measure PR success internally (tools, dashboards, KPIs)?
- When past outreach failed, was the root cause more about relationships, storycraft, executive availability, or approvals? Please explain.
- How emotionally invested is your leadership team in changing the PR approach—are they eager, skeptical, or indifferent?
Stories, Data, and Spokespeople—Can We Move Fast?
- If a top-tier reporter asked for an exclusive interview tomorrow, who in your leadership would make the story unmissable and why?
- Please list available spokespeople and the unique value each brings (expertise, customer relationships, storytelling skill, availability).
- What proprietary data, customer wins, case studies, or benchmarks can we reliably activate during a 90-day pilot?
- Are there confidentiality, regulatory, or customer NDA constraints that would limit what we can share publicly?
- How prepared are senior spokespeople for media—rate comfort with interviews and live events.
- How many hours per month can executives realistically commit to media activity (interviews, prep, events)?
Board Signals: What Will Stop the Questions?
- When the board asks whether PR moved the needle, what exact answer or evidence would satisfy them?
- Which of the following board-level KPIs would be required in regular reporting?
- What reporting cadence and format does the board expect (e.g., one-page exec summary monthly, raw clips, pipeline attribution)?
- What level of transparency and access into outreach (pitches, journalist lists, email threads) is non-negotiable for you and the board?
- Are there any non-negotiable success thresholds (e.g., X tier-1 placements, Y% placement rate, specific outlet wins)? Please specify.
Approvals, Risk, and What Could Derail Us
- Which single approval process typically adds the most friction to getting timely coverage (legal, compliance, product, security, customer sign-off, other)?
- Select the teams we’ll need to involve for approvals and quick responses.
- Typical turnaround time for legal or compliance sign-off on an external statement?
- Are there regulatory or industry disclosures we must include in any public statements (e.g., HIPAA, FINRA, FDA-related language)?
- What crisis scenarios should we consider out-of-scope for a standard retainer and escalate immediately?
Commitment, Pilot Shape, and the Odds You'll Say Yes
- If we proposed a 90-day pilot designed to prove journalist relationships and a 40% proactive placement rate, what would stop you from signing today?
- Which elements should the pilot include to convince you to move to a steady-state retainer? (select all that apply)
- What budget range has been pre-approved or is realistic to authorize for a 90-day pilot?
- Who within your organization will have final commercial sign-off if the pilot meets agreed KPIs?
- When would you like to kick off the discovery/audit phase if we align on scope?
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Media Landscape Audit
Deliver a two-to-four week audit of reporters, outlet relevance, share of voice, and gaps to inform the 90-day pilot.
Audit Findings
Getting Comfortable: A Fast Company Snapshot
- Quickly: how would you describe your company in one sentence for a reporter who has never heard of you?
- Which vertical best describes your business?
- What is your company’s current stage?
- What major event triggered the need for PR right now?
- Who on your team will be the primary day-to-day contact for this program (name & role)?
- How big is your internal communications / PR team (headcount)?
What’s the Board Actually Expecting (and Why That Keeps You Up at Night)
- If the board could look at one signal this quarter and decide PR is working—or not—what would that single signal be?
- How have you communicated PR’s expected impact to investors or the board already? (share exact asks or promises if possible)
- How urgent is the need to show results, and why is that timing non‑negotiable?
- What would happen internally if PR fails to deliver the board-level signal you just described?
- Which internal stakeholders must be kept satisfied during the pilot (rank top 3)?
Who Are We Trying To Reach, Really
- If one buyer read one publication tomorrow and it made signing easier, which publication (or beat) would that be?
- Which buyer personas most commonly sign (select all that apply)?
- How do your ideal buyers discover solutions today? (pick up to 3)
- What specific objections or concerns do buyers need to see addressed in third‑party coverage before they engage?
- Which geographic markets or vertical niches should coverage prioritize?
- If you had to pick the three messages a reporter should walk away with, what are they?
Why Past PR Felt Like Noise (Tell Us the Uncomfortable Truth)
- When you look back at prior PR efforts, what one pattern explains why results didn’t meet expectations?
- What has been your average placement rate on proactive pitches over the last 12 months (estimate)?
- Share two examples of coverage you considered a win and two that felt like misses—what made them different?
- Do you currently track share of voice, prospect engagement from coverage, or both?
- Who handled reporter relationships previously—internal PR, an agency, or neither?
- Are there reporters or outlets you believe are unreachable? If yes, who and why do you think that?
If a Reporter Called Right Now, Who Would You Put On The Record?
- Who are the current spokespeople you expect us to work with (names, titles, and preferred topics)?
- How comfortable are your spokespeople with media interviews and on‑the‑record quotes?
- How much executive time can you realistically allocate to media over the next 90 days (hours/week per exec)?
- Tell us about a past interview that went particularly well or poorly—what did the spokesperson do that mattered?
- Which spokespeople are off-limits for public commentary due to legal, regulatory, or strategic reasons?
The Story: What You Say vs What Will Move Markets
- What is the single narrative thread you want to be known for in the next 6–12 months?
- Which proof points do you have that reporters care about (customer logos, case studies, data, pilot results)?
- Are there facts, numbers, or studies you can share that would make stories more compelling? Please list or summarize.
- Which topics are off-limits or sensitive and require pre-approval from legal or compliance?
- How do you want executives to position the company emotionally—innovator, disruptor, safe partner, growth story, other?
Outlet Strategy: Where Influence Actually Lives
- Which three publications or outlets would you call high-priority for reaching buyers and investors?
- Are there trade reporters or analysts you already have positive relationships with (list names if any)?
- How do you categorize outlets for your business—must-have, nice-to-have, and irrelevant?
- What cadence of outreach feels appropriate to you during a 90-day pilot (sustained weekly, targeted bursts, one-off announcements)?
- Have you or your team previously run embargoed briefings or exclusive interviews? How did they perform?
How We’ll Know It Worked (and What Actually Pays the Bills)
- If you had to choose the top three KPIs to judge a 90-day pilot, which would they be?
- How does your organization currently attribute inbound leads to earned media (if at all)?
- What minimum placement or engagement threshold would make you consider the pilot successful?
- What reporting cadence and format do you prefer (weekly snapshot, biweekly deep-dive, monthly board-ready report)?
- Who in your org will sign off on pilot KPIs and commercial terms?
Hidden Risks, Legal Constraints, and Red Lines
- What single topic or piece of company history could immediately stop outreach if surfaced by a reporter?
- Are there regulatory rules or compliance windows we must respect when pitching (e.g., HIPAA, SEC quiet periods)?
- Have you had any crises in the last 24 months that still shape how you want to communicate?
- What legal review process do we need to factor into message sign-off (turnaround time and approvers)?
- Are there embargo or exclusivity constraints from partners, investors, or customers we should know about?
The People and Processes That Will Make This Happen
- Describe the internal approval workflow for public statements (who, steps, typical timelines).
- Which tools does your team use for media tracking, CRM, and reporting?
- How do your sales and marketing teams currently work with comms on routing leads from coverage?
- Who else should be involved from your side during the audit and first 90 days (names and roles)?
- What would make working with an external PR partner feel seamless to your internal team?
What Would Make a 90‑Day Pilot Unquestionably Successful?
- If at the end of 90 days you were delighted, what three outcomes would you point to as proof?
- What commercial or budget constraints should we respect when proposing a pilot scope?
- How quickly do you want the Media Landscape Audit to start and what timing constraints exist?
- What would cause you to pause or stop a pilot early (list non-negotiables)?
- Is there anything else we haven’t asked that would change how we structure the audit or pilot?
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Solution Experience
Map how tailored narratives, pitch cadence, and executive positioning will produce placements in priority outlets and influence pipeline.
Experience Meetings
- Current State & Consequence Alignment
- Narrative & Executive Positioning Workshop
- Pitch Cadence & Outlet Targeting
- Reporter Proof Session & Outreach Simulation
- Validation, KPIs & Pilot Confirmation
- Refine pitch templates and message snippets based on role-play feedback.
- Ensure each outreach action ties to a measurable KPI and expected pipeline effect.
- Deliver a prioritized reporter list annotated with narrative fit and expected placement probability.
- Produce a 90-day outreach calendar with dates, owners, and embargo/control points.
- Finalize sample pitch templates for the first outreach wave.
- Simulation Brief & Rules
- Validate that narratives and pitch templates produce high-probability placement conversations.
- Confirm spokespeople can deliver required messages and handle reporter objections.
- Produce an initial placement-probability scorecard to prioritize outreach.
- Create a placement-probability scorecard for the top 15 reporters with recommended approach.
- Introductions & Objectives
- Schedule executive media coaching for spokespeople needing refinement prior to outreach.
- Recap Proof & Commitments
- Agree measurable KPIs and numeric targets for the 90-day pilot.
- Establish reporting cadence and validation checkpoints tied to the future-state outcome.
- Confirm owners, timelines, and go/no-go criteria for pilot review.
- Publish the pilot brief with approved KPIs, reporting templates, owners, and timeline.
- Set recurring progress reviews (biweekly) and the formal 90-day pilot review date.
- Finalize any remaining readiness tasks (spokesperson availability, legal approvals) required before outreach start.
- Agree a crystal-clear current-state sentence that everyone can repeat.
- Quantify the business consequence of the PR gap (board risk, pipeline impact, timing).
- Define a one-sentence future state (operational, measurable outcome).
- Confirm stakeholders and the success signals the pilot will be measured against.
- Document and circulate the agreed current-state sentence and supporting data sources.
- Produce a short consequence memo tying coverage gaps to pipeline and board outcomes.
- Record the one-sentence future state and the agreed success signals for use in subsequent sessions.
- Recap Current/Future State
- Finalize 2–3 narratives directly connected to the future-state outcome.
- Assign executive spokespeople and define their specific positioning and availability.
- Produce reusable message snippets and proof points for immediate use in outreach.
- Create one-page narrative briefs (audience, proof points, desired outcome) for each approved narrative.
- List executives assigned to each narrative with availability and required coaching sessions.
- Prepare 3–5 vetted quote snippets and a short guidance note on when to use each.
- Narrative-to-Outlet Mapping
- Approve a prioritized reporter/outlet map with narrative alignment and timing rationale.
- Agree a concrete 90-day pitch cadence with owners and touchpoints.
- One-Sentence Current State
- KPI Definitions & Targets
- Design Pitch Cadence
- Buyer & Reporter Needs Mapping
- Live Pitch Role-Plays
- Measurement Linkage
- Reporting & Validation Plan
- Reporter Response & Objection Handling
- Core Narrative Development
- Consequence Quantification
- Placement Probability Scoring
- Pilot Success Criteria & Escalation
- Executive Positioning & Roles
- Sample Pitch Walkthroughs
- Stakeholder & Success Signal Confirmation
- Owners, Timeline & Immediate Next Steps
- One-Sentence Future State
- Validated Message Snippets
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Solution Scope
Define the 90-day pilot and ongoing program: outreach targets, executive coaching, deliverables, KPIs, and responsibilities.
Scope Configuration
- Draft and Distribute Press Release
- Pitch and Secure Coverage in Target Trade Outlets
- Ghostwrite Executive Bylined Articles
- Coordinate and Secure Broadcast Interviews
- Conduct Executive Media Training Session
- Run Targeted Journalist Outreach Campaign
- Organize and Manage Press Events and Briefings
- Coordinate Embargoed Release Distribution
- Develop Executive Q&A and Message Book
- Provide Crisis Media Response (24/7 support window)
- Arrange Analyst Briefings and Follow-ups
- Produce and Distribute Media Kits
- Create Coverage Snippets for Sales Enablement
Scope Questions
Draft and Distribute Press Release
- Do you want the agency to draft and distribute a press release for this program?
- What is the primary announcement type?
- Which distribution channels should be used?
- Do you require an embargo and, if so, what is the embargo date/time?
- Who must approve the final copy (list roles or names and legal requirements)?
- What KPIs should the press release be measured against?
Pitch and Secure Coverage in Target Trade Outlets
- Do you want targeted pitching to specific trade outlets?
- List priority trade outlets or reporters (paste list or describe beats).
- What placement rate or outcome do you expect for targeted trade outreach?
- Should pitches be exclusive to a single outlet or sent to multiple outlets?
- Preferred pitch tone and assets to include (e.g., exec quote, data, demo access)?
- What is the desired outreach timeline and reporter follow-up cadence?
Ghostwrite Executive Bylined Articles
- Do you require the agency to ghostwrite bylined articles for your executives?
- Which topics or themes should bylined content cover?
- Preferred article length and format?
- How should bylines be attributed?
- What is your approval turnaround expectation for drafts?
- Which outlets or placement types are target destinations for bylined pieces?
Coordinate and Secure Broadcast Interviews
- Do you want the agency to secure broadcast (TV/radio/podcast) interviews?
- Which broadcast types should we prioritize?
- Are there specific programs, hosts, or markets to target?
- What is the availability window for spokespeople (time zones/dates)?
- Do you require logistics support (studio booking, remote link, travel)?
- What outcome defines success for broadcast placements?
Conduct Executive Media Training Session
- Do you want media training for executives as part of the scope?
- How many executives or spokespeople should be trained?
- Preferred training format and length?
- Should training include mock interviews or on-camera coaching?
- What coaching focus areas are highest priority?
- What is the expected schedule for training sessions and follow-ups?
Run Targeted Journalist Outreach Campaign
- Should the agency run a targeted journalist outreach campaign?
- What is the intended duration of the outreach campaign?
- Approximately how many journalists should be targeted?
- What level of personalization do you expect in pitches?
- What reporting cadence would you like for outreach progress?
- Are there any reporters, outlets, or topics to exclude from outreach?
Organize and Manage Press Events and Briefings
- Do you want the agency to organize press events or briefings?
- Which event formats are needed?
- What is the expected scale (attendee count) of the event?
- What logistical support is required (venue, AV, catering, virtual platform)?
- Should the agency manage invitations, RSVPs, and reporter follow-ups?
- Will pre-brief materials be provided and what should they include?
Coordinate Embargoed Release Distribution
- Will you use embargoed distribution for this announcement?
- What embargo date/time must be observed?
- Is there an exclusive outlet for pre-release access?
- How should embargoed materials be shared securely (passworded link, secure portal, other)?
- Who is authorized to receive embargoed materials (list roles or names)?
- What is the follow-up plan immediately after embargo lifts?
Develop Executive Q&A and Message Book
- Do you want an executive Q&A and message book created?
- How many Q&A scenarios should be covered (e.g., product questions, investor queries, crisis)?
- Should the message book include audience-specific talking points (media, analysts, customers, investors)?
- Preferred format for delivery?
- How many review cycles and stakeholders will need to approve the message book?
- What is the required delivery timeline for the Q&A and message book?
Provide Crisis Media Response (24/7 support window)
- Do you require 24/7 crisis media response as part of the retainer?
- What SLA do you expect for initial response in a crisis?
- Which incident types should trigger crisis support under this scope?
- Should on-call spokespeople and rapid statement drafts be included?
- How should crisis coordination integrate with legal and executive teams (points of contact, approval rules)?
- What monitoring channels must be included for early detection?
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Mutual Commit
Agree on pilot commercial terms, KPIs (placement rate, share of voice, prospect engagement), reporting cadence, and crisis escalation.
Agreement Modules
- Statement of Work (SOW)
- Commercial Terms & Pilot Pricing
- Key Performance Indicators (KPIs) & Success Metrics
- Reporting Cadence & Dashboard Access
- Master Services Agreement (MSA) / Engagement Terms
- Payment Authorization & Retainer Agreement
- Crisis Escalation & SLA
- Data Processing & Privacy Agreement (DPA)
- Legal & Media Rights (IP and Embargo Handling)
- Authorized Signatures & Approvals
- Change Order & Scope Amendment
- Renewal, Transition & Termination Options
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Deployment
Operationalize kickoff with readiness checks, outreach sequencing, and crisis validation.
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Pre-Deployment Readiness
Confirm journalist lists, approved messaging, spokespeople access, legal sign-offs, and retained crisis thresholds before outreach.
Readiness Questions
Before We Press Send — Goals, Constraints, and Expectations
- What is the single most important business outcome you want this 90‑day pilot to deliver?
- Who are the buyer personas and decision-makers we must reach with earned coverage? (Name titles, industries, and any nuance about how they consume news.)
- Which messaging assets do you already have green-lit and ready to use?
- Are there timing constraints, embargo windows, or launch dates we must coordinate with?
- When the board asks for early evidence of success, which outcomes will satisfy them? (Select up to three.)
- What keeps you up at night about starting media outreach for this company right now?
Who’s Holding the Keys? — Spokespeople, Availability, and Access
- If a reporter had one chance to speak to your company today, would they get access to a decision‑maker or be routed to a junior coordinator?
- Please list the approved spokespeople (name, title, brief media experience, and preferred topics).
- How predictable is executive availability during the pilot?
- Who are the designated backups if a primary spokesperson becomes unavailable?
- What level of media coaching do the spokespeople need before interviews (pick all that apply)?
- Are there newsroom relationships or past interview dynamics we should know about (positive or negative)?
Do Your Messages Survive A Reporter’s First Question?
- If a skeptical reporter pressed your narrative, would your team have crisp, pre‑approved responses or would we be improvising?
- Which formal messaging artifacts exist and where are they stored? (e.g., messaging guide, Q&A, boilerplate)
- Who has final sign‑off authority for public messaging (list role(s) and typical SLA)?
- Are there specific topics, phrases, or claims we must avoid in outreach and public statements?
- Have you had messaging land poorly with reporters before? Tell us one example and what you learned.
Lawyers, Risk, and the PR Sweet Spot
- Does legal treat media outreach as a routine operational task or as a high‑risk activity that triggers strict review?
- Who on the legal team will be responsible for sign‑offs and what are their typical response times?
- Which regulatory or compliance constraints must we always consider (e.g., healthcare privacy, SEC rules, HIPAA, financial disclosures)?
- Do you have a documented legal review checklist we can align to, or should we propose a streamlined checklist for speed?
- Describe a previous instance when legal blocked or delayed a media outreach and the impact it had.
If a Story Turns Ugly, What’s the Plan?
- If a negative story broke about your company tomorrow, how fast would you expect a coordinated response from leadership?
- Do you have a current crisis playbook, and if so, how complete is it?
- Who is the designated crisis lead and who are the members of the escalation team (names/roles)?
- Which response channels are pre‑authorized for rapid use in a crisis (select all that apply)?
- What public language or commitments are off limits during a crisis (e.g., refusing to comment, promising investigations, admitting liability)?
What Reporters Do You Really Want Us to Win?
- Would you prefer one top‑tier, broad reach placement or multiple niche placements that map directly to buyers—and which truly moves the needle for revenue?
- Please list priority outlets and reporters (include beats, sample stories you’d like to replicate, and any existing reporter relationships).
- Are there specific reporters or outlets you want us to avoid or treat as sensitive?
- Do you have embargo preferences, exclusivity wishes, or off‑limits timing windows for certain journalists or outlets?
- Have you previously pitched these reporters? If so, summarize outcomes and any relationship nuances we should respect.
How Will We Know This Pilot Is Working — Before the Board Asks?
- If the board asks for proof in six weeks, which single metric will make them stop asking questions?
- Which KPIs should we include in the pilot dashboard? Select all that matter and add any custom metrics.
- How often would you like reporting and what format convinces the board (weekly snapshot, biweekly deep dive, or monthly board pack)?
- Can we integrate PR tracking with your CRM / analytics (indicate systems and access readiness)?
- Share an example (or paste a link) of a PR report or metric deck that satisfied your board in the past.
Signing Off: Can We Clear the Runway?
- What is the single operational blocker that would stop outreach tomorrow—and do you have the authority to remove it?
- Who owns final commercial approval for the pilot and who is the operational contact for contracts and invoicing?
- Which collaboration tools and secure folders should we use to share assets (select all that apply)?
- Do we have immediate read/write access to executive bios, headshots, product one‑pagers, and customer permission letters?
- What is the earliest date you want outreach to begin, and are there any milestones we should align to before that date?
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Launch & Outreach Execution
Execute planned pitches, bylined articles, press releases, and embargoed briefings with assigned owners, cadence, and tracking.
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Crisis Playbook & Coaching Validation
Validate media coaching via mock interviews, finalize the crisis playbook, and confirm response SLAs against the retainer scope.
Validation Questions
Quick Snapshot: Who's in the Room?
- Who will be our primary day-to-day contact for crisis coordination?
- What is your internal communications team's size and capacity to support a crisis (including external counsel)?
- Do you currently have a retained crisis PR agency or external counsel?
- Describe one recent incident—big or small—where the company had to respond publicly (or would have needed to). What happened and what was the outcome?
- What top three outcomes would reassure your board or investors after a crisis (pick up to three)?
If the Headlines Turned, Where Would You Stand?
- If a damaging story broke tomorrow alleging a core product failure, would you assume your company could respond within hours, days, or not at all?
- Do you have a formal crisis playbook today that names triggers, stakeholders, and holding statements?
- Which scenario types are included in your playbook (select all that apply)?
- Who signs off on public statements during a crisis?
- How quickly does legal typically clear messaging in high-stakes situations?
Who Would the Press Call First — And What Would They Hear?
- If a reporter called your office right now, who would they likely reach, and would that person be prepared to speak on the record?
- List up to five approved spokespeople and their availability for immediate media contact (e.g., 24/7, business hours).
- How many of your spokespeople have completed media training in the past 12 months?
- What three areas tend to trip up your spokespeople in interviews (select up to three)?
- Are executives willing to participate in mock interviews that are recorded and critiqued?
Time, Tone & Escalation—Can You Move at Crisis Speed?
- If a crisis needs a public holding statement within 2 hours, could your team produce and approve one?
- Which response timelines would your board expect in the first 24 hours? (select all that apply)
- What are acceptable channels for initial responses (select all that apply)?
- What legal or compliance approvals are non-negotiable before any external communication?
- Describe any decision bottlenecks you've experienced that delayed responses in past incidents.
Practice Makes Prepared—How Will We Test It?
- Are you prepared to fail a mock interview so we can fix what actually breaks under pressure?
- How often would you want media coaching refreshers for key spokespeople?
- Which coaching formats do you prefer? (select all that apply)
- What metrics would indicate coaching success (select up to three)?
- Are there internal cultural or political barriers that might prevent honest feedback during training?
- Who should attend initial mock interviews (select all that apply)?
What Would Success Look Like After Validation?
- If our crisis playbook and coaching were validated, what would change about how your board measures communications?
- Which KPIs are most important for you during the 90-day validation? (select up to three)
- What target for initial response SLA feels realistic to you?
- How frequently would you like progress reporting during the pilot?
- If the pilot meets KPIs but executives still feel uncomfortable, what would you need to see to move to steady state?
Uncomfortable Truths — What's Below the Surface?
- What's the one company vulnerability you suspect reporters already know but leadership pretends isn't a story?
- Which sensitive topics must we avoid or handle specially when crafting messages? (select all that apply)
- Have there been past incidents where communications made things worse? Please describe what happened and the lessons learned.
- Are there external stakeholders who must be consulted during any public response?
- What legal constraints (gag orders, NDAs, ongoing investigations) limit what you can say publicly?
Commitment & Practical Next Steps
- Are you comfortable giving an external agency predefined authority to execute holding statements when minutes count?
- Which of these retainer scopes would you prefer for crisis readiness?
- Which response SLAs would you be comfortable contracting into the retainer? (select all that apply)
- Who needs to be included in a kickoff to validate the playbook and schedule mock interviews?
- What timing feels realistic to complete a full playbook validation and two mock interviews?
- What concerns do you have about moving forward with a crisis validation program?
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Success
Review pilot outcomes against agreed KPIs, decide on steady-state engagement, and maintain a shared channel for issues and enhancements.
Success Reviews
- Pilot Outcomes Review
- Steady-State Commercial & Scope Decision
- Operational Handoff & RACI
- Continuous Improvement & Quarterly Planning
Issues & Enhancements
- Introductions & Meeting Objectives
- Identify contract signatories and timeline for SOW execution.
- Draft and circulate the SOW reflecting the selected scope, KPIs, SLAs, and pricing within 3 business days.
- Prepare a one-page KPI appendix for the contract that defines measurement methods and attribution rules.
- Set a target date for contract signature and kickoff in the shared channel.
- Confirm Team Roster & Decision Rights
- Establish a clear RACI for all steady-state activities so handoffs are unambiguous.
- Confirm reporting tools, templates, and who owns delivery and validation of metrics.
- Set up and agree on the shared communication channel and response SLAs for day-to-day and crisis interactions.
- Deliver a completed RACI matrix and contact tree to the shared channel within 48 hours.
- Provision dashboard access to client stakeholders and schedule a walkthrough of the reporting tools.
- Create the shared channel, establish naming conventions, and post an onboarding note with expected SLAs.
- Lessons Learned & Backlog Review
- Create a prioritized continuous-improvement backlog with owners and measurable success criteria.
- Agree a 90/180-day roadmap that maps to KPI milestones and board expectations.
- Establish a fixed quarterly review cadence and governance for escalations and contract health checks.
- Publish the prioritized backlog with owners and timelines in the shared channel.
- Schedule QBR dates for the next 12 months and circulate the QBR agenda template.
- Assign owners for each experiment and set the first measurement checkpoint date.
- Create a single agreed diagnosis of the pilot (current state) in one sentence.
- Quantify the business consequence of pilot outcomes against board expectations and pipeline impact.
- Agree a one-sentence future state and the minimal proofs required to validate it.
- Surface the primary root causes and preliminary recommendations for steady-state adjustments.
- Publish the validated KPI report with clips, attribution data, and executive summary within 48 hours.
- Document the agreed one-sentence current state, quantified consequences, and future-state sentence in the shared channel.
- Create a short list of recommended scope/approach changes (3 options) for the steady-state proposal.
- Recap of Validated Findings
- Reach a binding decision on the steady-state engagement model and budgetary commitment.
- Agree explicit KPI targets, reporting cadence, and crisis SLA to be written into the SOW.
- Experiment & Test Plan
- Single-Sentence Current State
- Present Steady-State Options
- RACI Walkthrough for Key Processes
- 90/180-Day Roadmap
- KPI Deep Dive — Proof
- Reporting Dashboards & Templates
- KPIs, SLAs & Reporting Cadence
- Commercial Terms & Contract Milestones
- Quarterly Review Cadence & Governance
- Quantified Consequence
- Shared Channel & Communication Protocols
- Root-Cause & Learnings
- Close & Ownership
- Crisis Escalation & SLA Confirmation
- Decision & Next Steps
- Future-State One-Sentence & Proof Points
- Validation & Stakeholder Alignment