Starting the Conversation — Your Media Context

• Tell me about the publications and trade outlets you consider must-have coverage for influencing your buyers, partners, or investors.
• How often does your team pursue proactive earned media outreach versus reacting to inbound reporter requests? Options: Mostly proactive, Mostly reactive, Roughly balanced, Rarely do either
• Walk me through a recent placement you landed that felt meaningful, including the outlet, the story angle, and who on your team managed it.
• When was the last time you achieved placement in one of your top three target outlets, and what changed for the business afterward?
• Which buyer personas or decision-makers you try to influence with earned coverage matter most when evaluating PR success? Options: Marketing leaders, Product leaders, Procurement, IT/Engineering, Enterprise buyers, Investors/board
• Suppose we delivered one placement in a must-have outlet within 60 days, would that meaningfully change your willingness to commit to a longer engagement? Options: Yes, it would make us commit, No, not enough on its own, Depends on outlet and context

Where the Current Approach Breaks Down

• Why do your past PR efforts keep missing the outlets that actually influence deals?
• Describe a recent pitch that failed to get traction and what specific lesson you took from that experience.
• How many journalist relationships does your team maintain that are specifically targeted at your top five outlets? Options: None, 1-5, 6-15, 16-30, 30+
• Who typically reviews and approves quotes, embargoes, or exclusives before outreach, and what is the average turnaround time? Options: Director of Communications, Legal/compliance, CEO/Founder, Product executive, No formal approver
• What would have to be true about an alternative approach for you to replace your current vendor or stop doing this in-house?

The Stories That Move Your Buyers

• Which story themes or evidence types have actually led prospects to request demos or conversations, and why do you think those resonated?
• Tell me about the product launches, customer results, or data announcements you believe were under-covered and why the press missed them.
• How often do you align your editorial calendar opportunities, like data releases or industry events, to create timely pitch hooks? Options: Always, Often, Sometimes, Rarely, Never
• What proportion of your placements include buyer-relevant proof points and technical depth versus surface-level mentions? Options: Mostly technical and proof-driven, Mixed, Mostly surface-level, Rarely get meaningful proof
• If editorial relationships are the constraint, what timeline would you expect before seeing measurable placements? Options: 2-4 weeks, 1-3 months, 3-6 months, 6+ months, Unsure

Teams, Timing, and Spokespeople

• If a reporter wanted an interview tomorrow, who on your spokes team is prepared and available within 24 hours? Options: CEO/Founder, VP/Head of Product, Chief Medical/Clinical officer, Director of Communications, Senior engineer/SME, No one is ready
• How do you prepare spokespeople today, and which parts of media training feel weakest?
• Name the approval gates that typically add the most delay to outreach, and estimate how long each gate takes.
• Where does your media tracking live and who owns the work of linking coverage back to pipeline or leads? Options: CRM, Spreadsheet, Marketing operations platform, Shared drive, No owner currently
• What single scheduling constraint, if unresolved, would prevent you from running a focused pitching blitz next quarter?

Obstacles That Stop Coverage

• What single internal or external obstacle has most often killed a placement opportunity for your team?
• Describe the last time legal or compliance blocked a quote or embargo and what the turnaround looked like.
• How many competing priorities, such as product deadlines or investor news, typically derail your pitching calendar in a quarter? Options: None, 1-2, 3-5, 6+
• Are there regulatory or privacy approvals that must clear before a journalist can publish customer names, data, or case studies? Options: Yes, always, Yes, sometimes, Rarely, No
• Who in leadership can kill a pitch at the last minute, and what are the usual reasons?
• Would you pause pursuing earned media with an external partner if these obstacles cannot be resolved within your target window of 3 months? Options: Yes, we would pause, No, we would continue, Unsure, need to discuss internally

Competitive Landscape — Who Else Is In The Mix

• What makes you believe your current shortlist of agencies or options can actually deliver placements in your highest-value outlets?
• List the external agencies, consultancies, or internal options you have evaluated or are currently using for earned media.
• What would have to change about your current vendor or approach for you to keep them on instead of switching?
• Have any stakeholders proposed solving this entirely in-house, and if so, what additional headcount or budget would that require? Options: Proposed and resourced, Proposed but not resourced, No one has proposed in-house
• Would seeing recent placements in your exact target outlets and an introduction to the lead strategist be sufficient to keep an incumbent? Options: Yes, No, Depends on seniority and terms
• Please name any agencies or freelancer firms you view as direct alternatives so we can compare placement proof and seniority.

Operational Readiness — Can We Move Quickly?

• Point to the operational capability most likely to derail a paid media effort before it starts, for example legal review, CRM access, or spokesperson availability.
• Estimate the number of dedicated hours per week your communications team can commit to journalist briefings and interview responses. Options: 0-5, 6-10, 11-20, 20+
• Identify the person or role who owns CRM access that would let us tag leads back to coverage, and state whether credentials are available under an agreement.
• Are there industry or compliance rules that require pre-approval of customer names, data, or case studies before publication? Options: Yes, always, Yes, sometimes, Rarely, No
• What internal change would remove the blocker if legal reviews routinely add two or more weeks to every story?
• Would your executive team sign a 3-month pilot that requires spokesperson availability and a minimum response SLA if initial placements are shown in that pilot? Options: Yes, No, Need to discuss with executives

Decision Triggers and Next Steps

• Name the single proof point, for example placement in a specific outlet, a cited customer case that drove a lead, or a measurable share-of-voice uptick, that would make you ready to sign a multi-quarter engagement. Options: Placement in a specific target outlet, Customer case that generated a lead, Measured pipeline influenced, Introduced journalist relationships, Other
• Share your target timeline for seeing ROI from earned media and how that timeline aligns with upcoming product launches or funding milestones. Options: Within 1 month, 1-3 months, 3-6 months, 6+ months
• How would you measure a campaign's success beyond clips, specifically which metrics move the needle for your team and for revenue?
• Please state the decision maker who must sign off on contracts and budgets and their typical approval window. Options: CEO/Founder, VP Marketing, Director of Communications, Procurement, Other
• Suppose a pilot month met the coverage quality and pipeline influence you described; what would need to happen internally for you to move to a full engagement within two weeks?
• Select your preferred window for a short alignment call to review prioritized outlets and a proposed pilot scope. Options: This week, Next week, In 2-3 weeks, Unsure

• Media Strategy Walkthrough

• Confirm the current state and its cost
• You confirm the restated current state and acknowledge the business cost of missed placements.
• Seller to deliver a prioritized journalist list with recent contact notes and three tailored story angles per buyer persona before the next meeting.
• You confirm the demonstrated story angles align with your buyer personas and product priorities.
• Walk through tailored story angles mapped to your buyer context
• Seller to schedule and conduct a 30-minute mock interview with your identified spokesperson, deliver the recording and coaching notes.
• Buyer to provide the prioritized target publications and any existing journalist relationships or no-go lists.
• You confirm the prioritized journalist list reflects your target publications and accept the proposed outreach evidence as credible.
• Show prioritized journalist relationships and outreach evidence
• Map editorial-calendar timing and embargo/exclusive handling
• You agree on the next set of evidence and seller deliverables required to move toward a commitment.
• Buyer to share product launch dates, executive availability, and 1–2 subject-matter experts for spokesperson prep.
• Demonstrate interview preparedness and spokesperson readiness plan
• Validate this maps to what you described and agree next evidence

• Media Strategy Walkthrough
• Media Strategy Walkthrough Deck
• Media Strategy Brief

• meeting
• slides
• document

• Curate Target Journalist List by Beat and Outlet
• Develop Newsworthy Story Angles and Narrative Hooks
• Draft Tailored Email Pitches for Target Journalists
• Execute Proactive Pitching Campaigns to Target Outlets
• Coordinate Embargoes and Exclusive Outlet Placements
• Prepare and Coach Spokespeople for Media Interviews
• Facilitate Reporter Briefings and Off-the-Record Calls
• Secure Earned Placements in Specified Target Publications
• Draft and Place Executive Bylines and Op-Eds
• Manage Interview Logistics and Timely Follow-Ups
• Monitor Media Coverage and Share-of-Voice Weekly
• Report Placement Quality and Business Impact Metrics

Curate Target Journalist List by Beat and Outlet

• Provide your prioritized list of target trade and industry outlets (attach the list or paste outlet names and associated beats).
• List the beats and reporter specialties you most need coverage in (for example: cybersecurity product roadmaps, payer reimbursement, clinical workflow automation).
• Which geographic editions or vertical editions matter most for your targets (for example: US national, EMEA enterprise tech, healthcare trade regional editions)? Options: US national, EMEA regional, APAC regional, Global trade outlets, Specific country editions
• How many prioritized journalists do you want on a curated list per beat (choose a target count per beat)? Options: 3-5, 6-10, 11-20, 20+
• Identify any reporters or outlets you consider off-limits or have existing embargo/conflict history with.
• Confirm the acceptance criteria for the curated list: what minimum coverage or relationship evidence will you require for a journalist to be considered 'targeted' (for example: past placement in the outlet in the last 12 months, direct contact record, beat alignment). Options: Past placement in outlet within 12 months, Documented direct relationship with reporter, Reporter regularly covers our product category, Other (describe)

Develop Newsworthy Story Angles and Narrative Hooks

• Describe the concrete launch, milestone, or data event we will anchor pitches to (for example: product launch date, customer case study release, clinical trial result, regulatory milestone).
• Which buyer personas should each story angle speak to (for example: CIOs evaluating cloud security, procurement directors in hospitals, managed services buyers)?
• Identify the proprietary data, customer outcomes, or third-party validation you can supply to make an angle newsworthy (for example: benchmark report, anonymized usage metrics, customer ROI case study).
• Specify any regulatory or compliance constraints that affect how we frame stories in your sector (for example: HIPAA-safe language for healthcare, data residency notes for enterprise customers). Options: HIPAA constraints, Data residency constraints, Security clearance considerations, No special constraints, Other (describe)
• Provide the editorial timing constraints tied to your go-to-market calendar (for example: product launch on YYYY-MM-DD, earnings announcement window, conference presentation date).
• Describe fallback angles if the primary news hook is delayed or downgraded (for example: customer success story, executive interview, industry trend comment). Options: Customer case study angle, Executive interview, Trend commentary, Data-backed report, Other (describe)

Draft Tailored Email Pitches for Target Journalists

• Provide the spokesperson(s) and their titles who will be quoted in tailored pitches (for example: Chief Product Officer, Head of Clinical Affairs).
• List the supporting assets we can attach to pitches to increase acceptance (for example: executive bio, customer case study PDF, slide deck, short video demo).
• Which tone and personalization elements do you prefer in outreach to trade reporters (for example: data-led brief, conversational executive quote, embargoed exclusives)? Options: Data-led brief, Conversational executive quote, Embargoed exclusive offer, On-the-record Q&A invite
• Estimate the maximum pitch length and asset size acceptable for your spokespeople to approve (for example: 2-paragraph email plus one 1-page attachment). Options: 1 paragraph + 1 asset, 2 paragraphs + 1-2 assets, 3+ paragraphs + multiple assets, No preference
• Identify any mandatory legal or compliance text that must appear in pitches for your industry (for example: patient privacy disclaimers, financial forward-looking statements).
• Select the required approval workflow for each draft pitch before outreach (for example: spokesperson sign-off, legal sign-off, marketing alignment). Options: Spokesperson sign-off, Legal review required, Marketing review only, No formal approval

Execute Proactive Pitching Campaigns to Target Outlets

• Which pitching volume and cadence do you want per beat (for example: 5 targeted pitches per week to cybersecurity reporters)? Options: Low cadence (1-2/week), Moderate (3-6/week), High (7+/week), Campaign bursts tied to events
• Provide the outreach windows when spokespeople are available for same-week interviews (for example: weekdays 09:00-16:00 local time for executive briefings).
• Identify any embargoed timing rules or blackout dates we must avoid for pitching (for example: earnings week, regulatory filing windows).
• Specify whether you expect sequential pitching (outlet-by-outlet) or simultaneous multi-outlet outreach for exclusives and why. Options: Sequential pitching, Simultaneous outreach, Hybrid (specify)
• Indicate the CRM or tracking sheet you want used to record outreach activity and reporter responses (for example: shared spreadsheet, PR tracking tool, your CRM). Options: Shared spreadsheet, PR tracking tool, Your CRM, Other (describe)
• Identify the owner on your side who will review daily pitch response summaries and confirm interview requests.

Coordinate Embargoes and Exclusive Outlet Placements

• List your embargo preferences for major announcements (for example: offer a single-outlet exclusive 48 hours before wider embargo lift). Options: Single-outlet exclusive, Multi-outlet embargo, No embargo — same-day push, Undecided
• Describe any previous embargo breaches or outlet policies we should avoid repeating (for example: outlet enforces pre-clearance of quotes).
• Which outlets should be offered exclusives first and what is the decision owner on your side for exclusivity approvals?
• Specify the embargo lift time standard you require for announcements (for example: 09:00 ET on launch day) and whether embargoed materials may be shared under NDA. Options: 09:00 local launch day, 00:01 global, Custom time (describe)
• Identify the format for embargoed assets we will distribute (for example: embargoed press release, fact sheet, embargoed data appendix). Options: Press release, Fact sheet, Data appendix, Media kit
• Describe the escalation path if an outlet breaks an embargo or publishes early.

Prepare and Coach Spokespeople for Media Interviews

• Provide the list of spokespeople and indicate their prior media experience level (for example: seasoned national-level, trade-experienced, first-time on-record). Options: Seasoned national-level, Trade-experienced, First-time on-record, Other (describe)
• Which interview formats must we prepare for (for example: live broadcast, recorded podcast, written Q&A for trade outlet)? Options: Live broadcast, Recorded podcast, Written Q&A, Phone/briefing
• Identify the core messages and technical talking points that must appear in interviews to align with buyer narratives (for example: deployment timeline, measurable ROI, interoperability with major platforms).
• Specify how many prep sessions you want per spokesperson before major interviews and preferred timing (for example: 60-minute mock 24-48 hours prior). Options: 1 session, 2 sessions, 3+ sessions, As-needed
• Describe any legal, regulatory, or compliance constraints interviewees must avoid referencing on record (for example: patient-identifiable data, pending patent claims).
• Identify the acceptance criteria for spokesperson readiness (for example: ability to deliver three key messages without notes, consent to on-background commentary). Options: Deliver 3 key messages, Consent to on-background as needed, Complete mock interview successfully

Facilitate Reporter Briefings and Off-the-Record Calls

• Which subjects are acceptable for off-the-record discussions versus on-the-record attribution in your industry context (for example: product roadmaps off-the-record, customer outcomes on-the-record)?
• Provide your preferred process for scheduling reporter briefings, including typical lead time and confirmation windows. Options: 48-72 hours lead time, 1 week lead time, Ad hoc with same-week availability
• Identify any non-negotiable participants for briefings (for example: Head of Clinical Affairs must attend healthcare briefings).
• Describe the documentation we should provide after an off-the-record call (for example: embargoed summary, Q&A notes, approved quoted lines). Options: Embargoed summary, Q&A notes, Approved quoted lines, No follow-up documents
• Indicate your preferred platform for virtual briefings and any security requirements (for example: company-approved conferencing tool, meeting recording restrictions). Options: Company-approved tool, Standard public conferencing, Phone only, Other (describe)

Secure Earned Placements in Specified Target Publications

• List the target publication tiers you consider 'top-tier' for this engagement (for example: top 5 industry trade outlets, top 3 business press outlets).
• Identify any competitor outlets where share-of-voice is a priority to displace and the relevant competitor names or signals to track.
• Specify a measurable placement target for the engagement (for example: at least X placements in tier-1 outlets within Y months). Options: 1-2 in tier-1, 3-5 in tier-1, 6+ in tier-1, Custom (describe)
• Provide the acceptance criteria for a secured placement to count toward success (for example: inclusion of spokesperson quote, feature in main news section, outlet domain authority threshold). Options: Quote included, Main news section feature, Outlet meets domain authority threshold, Other (describe)
• Identify any placement formats that are out-of-scope for counting as earned coverage (for example: sponsored posts, paid placements, promoted social only). Options: Sponsored/paid posts, Promoted social only, Paid placements, All editorial placements count
• Indicate who on your team signs off on a placement being accepted as successful and receiving credit toward objectives.

Draft and Place Executive Bylines and Op-Eds

• Which executives are candidates for bylines or op-eds and what subject-matter authority do they hold (for example: CTO on cloud-native architecture, CMO on buyer economics)?
• Provide the target outlet types and editorial lanes for bylines (for example: opinion pages of trade outlets, industry blogs, business press commentary). Options: Trade opinion pages, Industry blogs, Business press commentary
• Specify the approval workflow for byline drafts, including legal and compliance sign-off requirements. Options: Executive sign-off then legal, Legal first then executive, Marketing-only review
• Describe the factual anchors or proprietary data that must appear in bylines to meet editorial standards (for example: customer ROI figures, anonymized study results).
• State your distribution preference for placed bylines (for example: syndication to partner sites, standalone placement only). Options: Syndication allowed, Standalone placement only, No preference

Manage Interview Logistics and Timely Follow-Ups

• Provide the typical lead time you require to schedule interviews with senior executives (for example: 48 hours, 72 hours, 1 week). Options: 48 hours, 72 hours, 1 week, Ad hoc same-week
• Which contact method should we use for urgent interview confirmations (for example: direct phone to PR lead, SMS to executive assistant)? Options: Direct phone, Email, SMS to assistant, Calendar invite only
• Identify any content that must be prepared and shared before interviews (for example: short briefing memo, relevant customer references, approved stats). Options: Briefing memo, Customer references, Approved statistics, No pre-reads
• Describe your preferred follow-up cadence after an interview to secure placement (for example: day-after thank-you + two follow-up reminders over one week). Options: Day-after + 2 reminders, Day-after only, No follow-up by spokespeople
• Indicate hard constraints on interview formats we must avoid (for example: no live TV, no recorded video without prior approval). Options: No live TV, No recorded video, No on-site visits, No constraints

Monitor Media Coverage and Share-of-Voice Weekly

• Specify the weekly monitoring deliverables you want (for example: placements list, top-5 share-of-voice by outlet, sentiment summary). Options: Placements list, Top-5 share-of-voice, Sentiment summary, Full clipping PDFs
• Which competitor set should be included in share-of-voice calculations (list competitor names or product categories to track).
• Provide the quantitative metrics you consider primary for weekly reporting (for example: number of tier-1 placements, average placement prominence score).

• Non-Disclosure Agreement (NDA)
• Master Services Agreement (MSA)
• Statement of Work (SOW)
• Resourcing & Seniority Commitment Addendum
• Pricing & Payment Schedule
• Acceptance Criteria & Success Metrics
• Change Order Agreement
• Termination & Transition Plan
• Publicity, IP & Use of Materials
• Embargo & Exclusive Handling Policy
• Reporting & Measurement Addendum
• Regulatory Compliance Addendum (conditional)

• Go-live Health Check (Week 1-4)
• First Measurement Review (Week 4-10)
• Acceptance Gate Review (Day ~90)
• Quarterly Coverage & Impact Review (Ongoing)

• Refine the coverage-to-pipeline attribution method and deliver an updated mapping approach for the next review.
• Agree a prioritized corrective action plan with owners and dates to address any shortfalls.
• Update and circulate the prioritized journalist list and revised pitching cadence.
• Schedule additional spokesperson coaching sessions tied to identified interview gaps.
• Deliver annotated placement examples and a share-of-voice snapshot ahead of the acceptance gate meeting.
• Restate acceptance criteria and numeric targets from the Engagement Agreement
• Capture a documented go/no-go acceptance decision by the buying owner for the outcomes against the Engagement Agreement criteria.
• If any criteria are conditional or failed, agree remediation tasks with owners, evidence requirements, and firm resolution dates.
• Publish the acceptance summary that lists each criterion, outcome status, and the buying owner's documented decision.
• Create and circulate the remediation plan with specific tasks, evidence to be provided, and target completion dates.
• Configure the agreed quarterly reporting dashboard and access for stakeholders.
• Quarterly placements and placement quality summary
• Confirm whether quarterly placements in Tier A target outlets and share-of-voice percentage are on track relative to targets recorded in the Engagement Agreement.
• Close or reassign persistent follow-ups and agree the top priorities and data changes for the next quarter.
• Produce the quarter-over-quarter placement and share-of-voice report with annotated examples and circulate to stakeholders.
• Implement agreed pitching list or cadence changes and document the expected timeline to impact.
• Re-confirm scope, success criteria, and owners
• All critical launch tasks validated as complete or assigned an owner and remediation date.
• List of prioritized early blockers with owners and remediation deadlines agreed.
• Distribute the validated launch checklist and updated pitching calendar for the next 30 days.
• Schedule a spokespeople readiness session and confirm availabilities for upcoming embargo windows.
• Document and circulate all identified blockers with owners and target resolution dates.
• Present outcomes versus targets recorded in the Engagement Agreement
• Determine whether early placement count and placement quality rate are tracking toward targets recorded in the Engagement Agreement.
• Launch checklist and operational validation
• Share-of-voice and competitor coverage analysis
• Present outcome data against each acceptance criterion
• Assess coverage quality and early share-of-voice signals
• Early adoption signals and readiness
• Document pass/fail per acceptance criterion and record the buying owner's decision
• Business impact review, coverage-to-pipeline linkage
• Diagnose gaps and root causes
• Agree remediation items and resolution timeline for any conditional or failed criteria
• Blockers and immediate remediation
• Persistent issues, open follow-ups, and enhancements
• Agree corrective actions and timelines
• Agree next 30-day operating plan
• Confirm next quarter priorities and reporting adjustments
• Confirm next check and data needs
• Confirm post-acceptance reporting and operational ownership