5 questions to ask a PR professional before starting your next campaign

With a multitude of different routes to PR and different specialisms it can make finding the right person for your campaign a mind field. However, if you want to boost your chances of finding the right person for the job then these five simple questions can help you find the perfect PR for your next pitch. 

1. Where do you see this story featuring?

Different PR teams have experience in different areas so understanding their strengths will help to understand what you can expect. Do they specialise in regional or trade press, do they have the contacts and creativity to make your story potentially national worthy and is this something you would want? Understanding the angle and type of story they will create and where they see pitching it will help you to make sure that your goals align and that the activity they will suggest will fit in with what you want to achieve.  

Creating a regional press story is very different to pitching an opinion piece and they require different skill sets and contacts so asking where they see your article going will help you to determine whether their ideas and maybe even budgets align with yours. 

2. What do you think is the best angle for my story? 

Don’t expect the PR professional to give you a full pitch ready to go, that is ultimately what you would be paying them for. However, before hiring someone it may be good to ask what sort of angle they see as the main focus of your story. This will give you a good understanding of how they would tackle a project.  

What do they pick out as most relevant to your target audience? Does that align with your core aims, is that the main call to action for your business? These are all things that should be discussed and developed as you work with an individual but having a quick conversation to start with will help you understand how they work. 

It is also important to listen to why they might consider other angles more important. Remember they are the professional so part of asking for their expertise is to find a story that has the most potential for coverage. If they don’t agree with your angle why? How would they do it differently and what do they see as being the best way to gain coverage while highlighting the main focuses of the project.

3. What is the news peg that will make my story relevant?

The idea of a news peg is finding something current to tie your story too. Similar to the angle, but it goes a bit further in that it is the hook that makes your story relevant now. For instance, a fitness company might tie a new product launch to a recent health study, or a cybersecurity company could use a recent public data breach or call for government regulations to boost their campaign. 

Asking about the news peg will help you to see how much the PR professional understands about what is going on in your industry, the current trends and stories that are making the headlines.  

Having a great current trend to hook your story on will only further enhance your story’s potential for publication so it is important you are working with someone that knows how to make your story relevant. 

4. What types of media are relevant for this story? 

Are you an online business? Will TV resonate with your target market? Understanding what types of publication will be targeted is an important step in understanding whether you are getting the right coverage for your target audience. The annual Ofcom News Consumption report shows the changing media landscape and the different types of media that resonate with different audiences.  

What kind of media are the PR individuals focusing on - TV, radio, online, trade, print - and how will that reach your target audience. 

Not something you have thought of before why not read  What does Ofcoms News Consumption 2024 report mean for PR? to get a better understanding of how media channels reach different audiences. 

5. What guarantees can you give me that my story will feature? 

No PR professional should promise you coverage in a particular publication or make guarantees around what they can do when it comes to placement and content. Editorial is not paid for and therefore not guaranteed. 

However, seasoned professionals will be able to talk from experience about where they feel you have the best potential for success. You want to make sure you are working with individuals who are committed to creating the best pitch and chance you have for getting the coverage that you need. 

Look at how confident they sound about the potential for gaining coverage. Are they honest about their limitations and open about what they can and can’t promise? What do they do to encourage the best reception for your pitch and how do they follow up on potential leads? 

Working with a PR professional is all about building a relationship of trust and understanding. It is important that you work with an individual that gives you not only confidence but also is able to be honest and open about their limitations and skills. Not all PR people are right for every job so it is essential you do your research and find a person that has the skills and knowledge to deliver what you are looking for. 

CIPR member Cheryl Morris is the owner of award-winning Staffordshire based PR and copywriting service Creative Word PR.