P R ACCELERATOR

55 DISCOVERY QUESTIONS TO GUIDE BRAND,

PR, AND DIGITAL PRIORITIES

PRCOUTURE.COM
 YOU'RE READY TO PUT YOURSELF OUT THERE.

You’re ready to put your brand out there.

But first, you need clarity around messaging, a focused strategy for outreach, and
plans and processes for executing attention-grabbing campaigns and PR
opportunities..

The challenge: Where do you start?

The solution: Brand discovery

Most agencies begin planning with an internal kickoff meeting and brainstorm.
discovery
Following that, they schedule a meeting with you, the client, to share insights and ask
questions. This is sometimes called a Client Kick-off or a Client Discovery Meeting.

To ensure a productive brainstorm and conversation, Discovery Questions are used to

guide everyone through the important questions that will ultimately drive a successful
program and ensure everyone is on the same page as far as goals, campaign
direction, key messages for media, event strategies, social media management, and
more.

In this download, you’ll find our own Discovery Question set, pulled together from
some of our most enjoyable - and successful - discovery sessions with clients - and
tweaked so that they can be used by teams and individual business owners who plan
on executing the majority of their PR work in-house. This process allows you to get your
thoughts out on paper, fine-tune your messaging and test internal alignment on
objectives.

So take a look, and then send out that meeting invite and gather your team. This
process will inform much of your communication strategy moving forward and help to
ensure your PR program - and its results - are ones that make you proud.

XOXO,

TEAM PR COUTURE
01.
Brand
Basics
|BRAND BASICS
What is our big vision?

What are our short-term goals?

What are our greatest strengths as a business?

What is most interesting about us as a business?

How do we stand out/stand apart?

How do we communicate our brand

values/mission?

What is our brand personality?

Who do we aim to reach/serve?

Aside from our brand, what does our core

customer care about?

Who do we *not* want to reach?

Who else is doing something similar to us?

What are they doing well?

What are we doing better?

Are there any company milestones or big

announcements coming up that we want to
promote heavily?
FURTHER EXPLORATION

Someone has never

heard of us before.
What are 3 THINGS
they must understand
- that can be
communicated in 30
seconds or less?
02.
PR PREP
|PR PREP
What type of PR activities are we going to
implement?

How will we know we have been successful?

What’s worked in the past?

What’s working right now?

What’s gone wrong?

What is our split between earned, paid and owned

media? What is our budget for each?

Are our press materials up to date?

What other assets/brand materials do we need to

create?

What are our most editor-friendly items and why?

Do we have enough product samples and

inventory?

How do we determine what warrants a non-

returnable sample?

What is our packing/shipping plan for media

samples?
|PR PREP
Where does our core customer go to find out
about new products/services?

What are the media habits of our core customer?

What stories do WE want to tell?

Are there any interesting opportunities based on

employee backgrounds, skills or interests?

Thinking beyond product placement, what

business/out of the box stories would be a fit for
us?

What outlets do we want to work with?

What specific story angles are a fit for those

outlets?

Do we have any strong media/influencer

relationships already?

What happens after we get a media hit to increase

its value? 

Who will be our media spokesperson?

Do we need any media training?

Aside from press, how else can we get our

expertise/perspective out into the world?
FURTHER EXPLORATION

If we had our own

company magazine,
what would it looks
like? What would our
regular columns be?
03.
DIGITAL
SETUP
|DIGITAL SETUP

What social media channels do we focus on?

How often do we publish content on those channels?

What is our social media personality?

What is our digital color palette?

What tools/filters do we use?

What is our process for creating/finding content?

What accounts do we look to for inspiration?

What hashtag/emojis do we use?

What hashtags/emojis are off limits?

How do we take advantage of live video (ie IG Live, FB

Live)

What is our approach when responding to comments?

How do we ensure engagement on social posts?

Will we do any social advertising? If yes, when?

Who are our ideal influencers/partners?

For paid social collaborations, do we have all

contracts/processes in place?
FURTHER EXPLORATION

What about speaking

opportunities, podcasts,
industry awards,
partnerships, a business
book or other methods of
promotion?
WELL DONE!
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