Workflow: New Client
Onboard a new client in one guided conversation
The New Client workflow collects the business, brand, media coverage, and priorities for a brand-new client, then produces their boilerplate, messaging document, first strategy, and pitch windows. Every step uses what you entered before it.
Photo by Vitaly Gariev on Unsplash
Who it is for
Agencies and freelancers taking on a new client, and in-house teams setting up a new brand or product line.
The 7 steps
- 01
Business snapshot
A structured summary of what the organization does, its stated business objectives, and the audiences that matter most, written only from what you provide.
- 02
Brand voice and messaging
A working messaging document with a description of the tone of voice, two or three key messages, and its actual differentiators in place of generic claims like "innovative."
- 03
Boilerplate and bios
The client's standard boilerplate and a bio for the spokesperson you name, specific about what the company does and free of superlatives.
- 04
Media coverage
A summary of the client's previous coverage as you describe it, the publications that matter most to them, and who is available to speak for them.
- 05
PR priorities
A clear list of upcoming announcements, campaign priorities, and known opportunities.
- 06
First PR strategy
A first strategy built from everything above and grounded in current competitor coverage and relevant outlets and beats.
- 07
First pitch windows
Upcoming events, awareness days, earnings dates, and conferences relevant to the client, checked against today's date.
Example
An example, first three steps
Larkspur Tea Co. is a made-up business, and every detail here is invented. This sample shows the shape of what the first three steps return. The strategy and pitch window steps search the live web, so they are left out here.
The brief you type in
Larkspur Tea Co. is a family-run loose leaf tea business with one shop and an online store. In the next year it wants to open a second shop and double its online orders. Its main audiences are local customers, gift buyers and cafe owners who buy wholesale. The tone is warm and plain. The three messages to land are that every tea is blended in the shop, that the owners know each supplier by name, and that wholesale orders ship within two days. The founder is Maya Okafor, who has blended tea for twelve years.
Step 1
Business snapshot
Larkspur Tea Co. blends and sells loose leaf tea through one shop and an online store, and also supplies cafes wholesale.
| Objective for the next year | Audience that matters |
|---|---|
| Open a second shop | Local customers |
| Double online orders | Gift buyers |
| Keep wholesale growing | Cafe owners |
Step 2
Brand voice and messaging
Tone of voice: warm, plain and specific. The writing sounds like the owners talking across the counter.
| Key message | What backs it up |
|---|---|
| Every tea is blended in the shop | The blending happens on site, and customers can watch it |
| The owners know each supplier by name | Supplier names and origins appear on every tin |
| Wholesale orders ship within two days | A stated service promise cafes can plan around |
Words like quality and passion are left out, because they could describe any tea business.
Step 3
Boilerplate and bios
Larkspur Tea Co. blends loose leaf tea in its shop and sells it online and to cafes. The business is run by Maya Okafor and her family, who know each of their suppliers by name. Orders from cafes ship within two days.
The bio for Maya Okafor leads with her role as founder and her twelve years of blending tea, the one credibility signal supplied in the brief.
What you end up with
- A business snapshot and a messaging document
- Boilerplate and a spokesperson bio you can save to the client profile
- A summary of the client's media coverage and key outlets
- A first PR strategy
- A list of the first pitch windows
Tips for running it
- Use it for a brand-new client, and save the boilerplate and messaging it produces into their client profile.
- Paste in existing brand materials first. The more you give it up front, the fewer questions it asks later.
- The last two steps search the live web, so run the workflow close to when you will act on it.
Run this workflow on your next project
Start a free trial and walk through it with your own client or brief.
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