Many good things are made of of three parts: BLTs. Musketeers. Hanson. (Can I get an mmmBOP?!?)
As we discussed last week, our PR and social media process also comes in three: Discovery, Planning, and Execution.
Today, we’re diving into the Discovery, outlining what that phase looks like and some of the questions we ask.
Immediately after we’ve officially engaged with a client, we get a Discovery session on the books. The Discovery session is a time when we sit down with a new client to gain a deep understanding of the client’s business, team, history, conception, brand, KPIs and so forth. There are a lot of questions, so generally we come prepared with snacks and enough coffee to power a group ten times our size.
Below, we’ve listed a sampling of the questions we include in almost every Q&A session:
- Can you tell us more about the brand story?
- What are your business goals for the brand?
- What marketing and PR success metrics are going to be most emphasized internally?
- Where do you see the business in one year? Two years? Five years?
- What’s the “why” or purpose for the brand?
- What does the competitive landscape look like?
- How is [client brand] different from these competitors?
- Do you have any personal relationships with the media outlets?
- What are your PR and influencer marketing goals?
- How do we define success with regard to PR and Influencer Engagement?
These questions are just the more broad ones that are applicable to every client, regardless of their industry or area of focus.
It’s also a time when we ask questions about what the client wants the partnership to look like, including:
- How do you like to be communicated with (email, text, phone, all of the above) and how often?
- Which do you value more, speedy work or deliberate work?
- What inspires you, motivates you and makes you happy when working with teams?
Given all of these questions—and the lengthy explanations and tangents that come as the answers to these questions—this session can take several hours. But it’s time well spent for the client and for us, because it allows us to get all of the information, answers and resources we need before we move into the second Musketeer (sorry, that’s a bit of a stretch!): Planning.
Related Posts: Sprocket’s Three-Pronged PR Process