I have always asked a lot of questions, in both social and work settings. It gives me the opportunity to hear people’s stories, which I love, because they provide the opportunity not only to learn more about them but also from them.
In the professional realm of public relations, asking questions of your client’s marketing team, the CEO, and employees in other customer- or public-facing roles is highly important for myriad reasons that are centered on the company’s mission (the backbone of its story), how leadership sees itself in relation to others within their industry, and how the organization’s leaders want to be seen by its target audiences.
That’s why, when working with clients to tell their story, build their brand, strengthen or restore their reputation, and support their overall business objectives, asking the right questions can be a game changer. These should be comprehensive enough to dig into multiple facets of the organization’s business model, stakeholder issues, and decision-makers’ objectives and concerns.
Here are just a few of the questions a good public relations pro should be asking a (prospective) client?
What is your core business?
Who are your primary targets/customers?
Who is your competition?
What is your competitive advantage? What do you do better than anyone else in your field?
How do employees, clients, and your C-suite each perceive the company’s culture?
Are there any misperceptions about your firm or product in the public’s view that we should be mindful of and need to take steps to correct?
What issues or concerns are you discussing with your clients? How are these related to your products or services, or their businesses?
How are external factors, such as technology and science, the regulatory environment, economic cycles, etc., impacting the outlook for your industry/company?
How is the company adapting to new technologies and industry trends?
What are the biggest challenges and opportunities the company will face in the next year?\
What kind of media and marketing opportunities are you most interested in?
What media outlets do you consider the most important to target and why?
What key metrics do you use to measure the success of your PR and marketing efforts?
How do you currently leverage your earned media or sponsored content?
Conclusion: Always Ask Why
Don’t be afraid to ask the questions—and don’t automatically accept the client’s strategy by default. Instead, challenge C-suite assumptions. Have the courage to ask leadership, “Why are you looking to retain a public relations firm at this time?”. Frequent, thoughtful questioning is a sign of strong engagement, and doing so builds strategic alignment among internal departments, as well as between the organization and its public relations counsel, setting up all for success.