Best PR Strategists

What a good PR strategy package includes

Check that the offer clearly states:

• Goals and target audiences.
• Story angles.
• Media list and targeting approach.
• Materials: pitches, releases, media kit.
• Spokesperson preparation.
• Reporting.
• Timeline and pricing.

Ask to see sample pitches before outreach starts. Good pitches are short, personal to the journalist and explain why the story matters to their readers.

Ask for examples of coverage the strategist earned for clients similar to you, and how it was achieved. Relevant coverage in the outlets your customers read matters more than impressive names that do not reach your audience.

How to brief a PR strategist

1. Your business and news.
2. Audience you want to reach.
3. Target outlets and topics.
4. Spokespeople available.
5. Data, stories and visuals.
6. Sensitive topics.
7. Timing and budget.

Look for real stories: customer results, original data, founder journeys or trends you can comment on. Strong material makes outreach far more successful than promotional announcements.

Prepare spokespeople with key messages and practice answers. Journalists value people who speak clearly, share insights and respond quickly.

Think beyond big newspapers. Niche publications, newsletters and podcasts often reach the exact audience you want and are more open to good stories.

Plan for reputation risks. A short plan for responding to complaints or negative coverage helps you react calmly and consistently.

Agree on how success will be reported. A monthly summary of pitches sent, responses, coverage earned and key messages included gives you a realistic view of progress, even in months when no major story appears.

What drives the price

• number of campaigns or months
• media list research
• materials and writing
• spokesperson training
• crisis planning
• markets and languages

A single launch plan with a press release costs much less than an ongoing PR program with monthly outreach, training and reporting.

Paid placements are advertising, not earned PR, and should be labeled as such.

Red flags

• Guaranteed coverage promises.
• Mass email blasts to random lists.
• No real story angles.
• Paid placements presented as earned coverage.
• No reporting.

Build relationships over time. Journalists remember sources who are helpful, honest and quick to respond.

Tips for a smoother project

Keep your website and press page ready for visitors who arrive from coverage. Clear information about the company, recent news, founder photos and a contact for media requests help journalists and readers find what they need and make your story easier to share.

Share coverage on your website and social channels to extend its value.

Be ready to respond quickly when journalists reply. Media opportunities often have short deadlines, and a fast, helpful answer with quotes, data or images can make the difference between being featured and being replaced by another source.

For announcements, see our press release guide. For your brand, read our brand strategy guide and speechwriting guide.

Quick pre-order checklist

• I have real story angles.
• Pitches are targeted and personal.
• Spokespeople are prepared.
• Nobody promised guaranteed coverage.
• A reputation plan exists.