Before we write a press release, our team sends out a questionaire to our clients. Some clients reply with lengthy information about their businesses, while others prefer we talk them through the research. We don’t push these interviews because we’re lazy, but because we know that obatining even a small amount of critical information and backstory from our clients can make or break our PR pitch.
Our questionaire contains the usual who, what, when, where and why questions, but it also covers the same questions any serious business reporter will fire off within the first few seconds of a conversation. Truth, speed and accuracy of response helps a reporter vet and decide if your client is worthy of coverage. Private companies may not like answering the financial questions, but hedging only makes a reporter suspicious of the company’s viability.
So, while you’re singing the praises of your client’s latest Mac ap or widget, be prepared with the answers to these top 20 questions:
1) Why this product/service now? What problem does it solve?
2) Was there an “ah-ha” business concept moment?
3) How was the venture financed?
4) What were the business start-up costs?
5) How long did it take from inception to launch?
6) What research was done to test feasibility of the business?
7) Describe the business model?
8) What is the primary market served?
9) Is the business profitable? If not, when do the founders expect it to be profitable?
10) Who are the owners/founders? Do they have previous experience as entrepreneurs?
11) How many employees does the company have?
12) What was the most challenging part about starting the business?
13) What has been the most rewarding moment?
14) What is the cost of the product or service?
15) How have sales increased (revenue growth) over a six month period (or shorter if very new business)?
16) Where do company founders envision business revenues in five years?
Regional reporters will want to know:
17) Why the business chose that particular city or location to debut.
18) Why their particular city or community appealed to the business owner?
19) Whether the owners live in the community the business serves.
20) If the business uses local materials and products as part of the sales or manufacturing process.
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