I’ve been tasked with writing FAQs hundreds of times in my career. Clients aiming to educate the public on everything from clean air to construction plans have turned to this reliable communications format. It’s both simple and effective, anticipating questions and providing answers in a way that can clarify positions and correct misinformation.
But just once, I wish someone would ask me to write SAQs – Should Ask Questions. If they did, they’d certainly improve their chances of PR success.
PR efforts are often hampered by getting too far down the road before asking important questions. It doesn’t take much – asking just a handful of good questions can put your PR efforts on the path to success, if they are asked at the right time.
So here they are… SAQs for anyone embarking on a PR effort, particularly if you are planning to engage an outside agency, annotated to include some of the reasoning behind them:
What do I expect to achieve with PR?
This seems obvious, but you’d be surprised how many clients begin a PR effort with nothing more than a vague sense that they’d like to raise their visibility.
What does success look like in this situation?
This is about metrics. What are the specific outcomes that add up to the overall achievement that you defined in SAQ #1?
Who is my audience, and what do I know about them?
Be specific here, folks. Everyone wants to market to millennials – you’ve got to know more than a person’s age to know how to reach them.
What resources (time, money, talent, etc.) are available? How much am I willing to invest in order to be successful?
Knowing what you want to achieve and how to do it is a great start, but you’ve got to have the resources to make it happen. Do you have the time to devote to onboarding an agency so they can begin to deliver results quickly? Who will manage the agency, and do they have the right skillset for it? Do you have financial resources to achieve your goals? If you find a mismatch between expected outcomes and available resources, address it before you begin a PR program.
What is my timeline?
Understanding how soon you need to see results is easier if you’ve got a specific trade show or product launch on the horizon, but it’s no less important if you’re starting an ongoing PR effort.
Ask yourself these five questions and you’ll be giving yourself a head start on success. (You’ll also put yourself in the running for Client of the Year!)
Are there any SAQs you’d add to the list?
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.