Your PR Onboarding Docs, Decoded

Starting your PR journey with Publicity For Good means that you’re getting more than a team, you’re also getting a system.

Behind every story placement, every interview, and every brand feature is a strategy built from a set of foundational documents that guide our partnership and ensure your message is consistent, compelling, and clear.

These aren’t just “paperwork.” They’re the building blocks of your visibility with the frameworks that keep your brand story aligned, authentic, and effective across every channel.

Here’s a breakdown of what each key document means, how it’s used, and how you can leverage it to get the most out of your PR experience.

1. The Boilerplate: Your Brand in a Paragraph

What it is:
A boilerplate is the short “About” section that appears at the end of your press releases, media materials, and digital profiles. It’s your official company bio: the concise, polished snapshot of who you are, what you do, and why you exist.

Why it matters:
Your boilerplate is one of the most frequently used pieces of copy in PR. Journalists often lift it word-for-word, so it must capture your brand identity with precision.

How we use it:
We include it in every press release, media kit, and brand story pitch. It’s how we make sure your brand is represented consistently across every platform and publication.

Pro tip: Keep your boilerplate updated as you evolve. New awards, milestones, or product launches deserve to be reflected, it’s your living brand summary.

2. The PR Plan: Your Roadmap to Visibility

What it is:
Your PR Plan is the master strategy document that outlines how we’ll position your brand, what media we’ll target, and what key messages we’ll lead with.

Why it matters:
Think of it as your visibility blueprint. It connects your goals with actionable steps like media outreach, campaign ideas, pitch angles, and timelines.

How to read it:
Each section of your PR Plan builds on the last:

• Objectives – What success looks like for your brand.

• Target Audiences – Who we’re trying to reach and why.

• Messaging Pillars – The themes that shape every pitch.

• Media Strategy – The types of outlets and opportunities best suited for you.

• KPIs – How we’ll measure visibility and impact.

How you can leverage it:
Use your PR Plan as a compass for all your marketing and communications. Align social media posts, newsletters, and content creation with the themes we’re pushing in the media. When your brand speaks with one voice, your story gains power.

3. The Editorial Calendar: Planning with Purpose

What it is:
The Editorial Calendar is your PR timeline, a month-by-month look at upcoming story opportunities, media hooks, and seasonal trends.

Why it matters:
Journalists work months ahead. By syncing your brand announcements with editorial cycles, we make sure your story is timely, relevant, and positioned where the media’s attention already is.

How to use it:
Your calendar helps you plan your own marketing moments around what we’re pitching such as product launches, campaigns, or social media pushes. It also gives you a clear sense of what’s coming next in your PR strategy, so you can prepare visuals, samples, and quotes in advance.

Best practice: Review it monthly. If new developments happen like awards, partnerships, or causes you’re supporting, we can add them to your calendar to keep coverage flowing.

4. The Communications Brief: Your Messaging Bible

What it is:
Your Communications Brief outlines exactly how we talk about your brand with key talking points, tone, approved phrases, and how to describe your product or service clearly and consistently.

Why it matters:
Every media opportunity, interview, or partnership conversation depends on alignment. The Communications Brief ensures your message is always on-brand, whether it’s coming from your founder, your PR team, or your internal marketing staff.

How to leverage it:
Use it as your go-to guide for all outward-facing communication like social captions, podcast prep, website updates, and investor decks. The more consistent your messaging, the more memorable your brand becomes.

5. The Message House: Turning Your Mission Into Messaging

What it is:
The Message House is a visual framework that organizes your brand story into one strong “roof” message supported by key pillars and proof points.

Why it matters:
It’s one of the most powerful storytelling tools in PR. It helps you stay focused on your core message while adapting to different audiences. Whether you’re speaking to investors, journalists, or customers, your narrative stays consistent.

Structure:

• Roof (Core Message): The heart of your brand story: the “why.”

• Pillars (Supporting Points): The 2–3 key ideas that support your core message.

• Proof (Evidence): Data, testimonials, and case studies that back it up.

How to use it:
Use your Message House as your foundation for interviews, speaking engagements, and brand content. It helps you stay confident and consistent, no matter who’s asking the questions.

6. Thought Leadership: Positioning You as an Expert

What it is:
Thought leadership is the ongoing process of elevating your founder or executive voice to build credibility and authority in your industry.

Why it matters:
Today’s media and consumers crave authenticity and human connection. By positioning you as a trusted, mission-driven leader, we build loyalty that lasts longer than any product cycle.

How we do it:
We help you share your perspective through:

• Guest articles and op-eds

• Podcast interviews

• Speaking opportunities

• Expert commentary for journalists

Your role:
Share your insights, values, and opinions. The more authentic your voice, the stronger your reputation.

7. Media Angles: Crafting the Story That Sells

What it is:
Media angles are the specific story hooks we use to pitch your brand. It's the “why now” that grabs a journalist’s attention.

Why it matters:
Even great stories get overlooked if they’re not framed with relevance and urgency. Media angles turn your brand values into compelling, timely narratives that editors can’t resist.

Examples of strong angles:

• “From Farm to Fame: How One Brand is Redefining Sustainable Snacking”

• “Why More Founders Are Choosing Purpose Over Profit”

• “The Founder Who Left Wall Street to Build a Mission-Driven Coffee Company”

How you can contribute:
Keep us updated on your milestones, customer stories, and causes you care about. These real-world moments often spark the best media angles.

Bringing It All Together

Each of these onboarding documents serves a purpose but together, they create a powerful ecosystem for your visibility.

They align your message, guide your strategy, and give us the tools to amplify your story with clarity and confidence.

At Publicity For Good, we believe great PR starts with great preparation. When you understand these tools and use them intentionally, your story becomes not just media-ready but it becomes unforgettable.

The PFG Promise

We’re here to make PR accessible, transparent, and empowering. Every document we create is designed to help you understand how your story is being shared and how you can keep shaping it with us.

Because when we speak with one voice, your message travels farther, faster, and with more impact.

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