I'm a Publicist: Here Are the First 4 Questions I Ask New Clients

When a new client begins a conversation with us at The Excellence Agency, the first request is often straightforward: “Can you help us get media coverage?” It’s a fair question. Visibility matters. But before we talk about press releases, media lists, or campaigns, I usually start with a few foundational questions. Because strong PR begins with clarity, not tactics.

The first question is simple: What story are we actually telling? Many businesses believe their story is obvious, but it rarely is. A restaurant might say its story is great food, but so do thousands of others. What matters is identifying the narrative that truly differentiates the brand - the element that makes journalists, customers, and the public care.

The second question is Why now? Timing is one of the most important and overlooked elements of public relations. A story needs a moment. It might be a launch, a new location, a cultural trend, or a shift in the market. When the timing is right, the story has relevance. Without that relevance, even a strong brand can struggle to break through.

Third, we ask What does success actually look like? Some clients want national media coverage. Others want more foot traffic, stronger partnerships, or long-term brand credibility. Each goal requires its own strategy, and defining success early helps ensure the PR effort supports the broader business objectives.

The fourth question often surprises people: Are you ready for attention? Effective PR can create rapid momentum. If a restaurant suddenly receives major press coverage, can the team handle the surge in guests? If a founder becomes the public face of a brand, are they comfortable stepping into that role?

At The Excellence Agency, we’ve found that the most successful PR campaigns begin when narrative, timing, and readiness are aligned. When those elements are clear, the strategy becomes sharper and the results more meaningful.

That’s why the most important work in public relations often happens before the first pitch is ever sent.