Scope & preparation
When this is useful
Media relations is useful when a business has informed spokespeople, relevant evidence and a reason to contribute to a wider conversation. A carefully chosen list is more useful than a large database of unrelated contacts. The aim is to make a journalist’s assessment of the story easier.
How ADPR can help
ADPR can support media mapping, pitch preparation, spokesperson coordination and follow-up. Outreach should respect editorial independence and each outlet’s working practices. A useful engagement records the angle, response and next action without treating silence as consent or interest.
A typical process
Identify the audience, beat and publications relevant to the story.
Develop a concise pitch and prepare supporting material.
Coordinate responses, interviews and any factual clarification requested.
What to prepare
- Spokesperson availability and areas of expertise
- Evidence supporting the proposed story
- Previous coverage and any sensitive topics
Possible scope outputs
- A focused media outreach plan
- Pitch and background briefing material
- An outreach and response record
The proposal will confirm what is included, who is responsible and the applicable timeline. These are scope examples, not a fixed package.
Questions worth asking
Can a journalist be asked to approve the whole article?
Editorial control belongs to the outlet. A journalist may request factual clarification, but outreach should not assume a right to approve independent reporting.
What makes an outreach brief useful?
A specific audience, a timely angle, accessible evidence and a spokesperson who can answer practical questions.