Set Up for Success: The New Client Email Guide
Beginning your PR journey with Publicity For Good is exciting but we also know it comes with a lot of moving pieces. That’s why we’ve built a clear, organized onboarding email sequence designed to set you up for long-term visibility and momentum.
These onboarding emails are more than welcome messages. They’re your step-by-step guide to activating your PR strategy, understanding how we work together, and making sure you have everything you need to hit the ground running.
Here’s a breakdown of the resources included and how to use them:
Email #1 — Welcome to Publicity For Good
What’s inside:
Your required New Client Survey is the foundation of messaging and media strategy
Overview of the first 45 days of onboarding
What happens next once onboarding begins
Introduction to your dedicated Gmail communication hub
Tip: Complete the survey immediately. Your PR cannot start without it.
Email #2 — The PFG Way
What’s inside:
How we communicate and collaborate (Slack + Gmail)
Overview of approvals, expectations, and reporting
Scheduling your kickoff call
Referral program details
Tip: Add all communication channels to your contacts to ensure nothing is missed.
Email #3 — What to Expect From Your PR Journey
What’s inside:
What media results can look like: digital, TV, thought leadership, affiliates, etc.
Why some coverage is fast and some requires nurturing
How silence does not equal inactivity
Why earned media builds long-term authority
Tip: View every placement as equity even “small” features fuel bigger wins.
Email #4 — Meet Your PFG Team
What’s inside:
Who is running your strategy, execution, logistics, and communication
Each team member’s role and expertise
Warm introduction before your kickoff call
Tip: Save team emails to your address book to keep visibility flowing.
Email #5 — First Media Opportunity
What’s inside:
Your first confirmed press request
What action you must take to secure it (e.g., approve a quote, confirm a time)
Deadline reminders to keep momentum strong
Tip: Respond within the same business day whenever possible.
Email 06 — Kickoff Call Confirmation
What’s inside:
Finalized date/time/Zoom link for your launch meeting
What topics will be reviewed during the call
What information you should be ready to provide
Tip: Make sure all decision-makers attend.
Email #7 — Kickoff Call Recap
What’s inside:
Clear documentation of decisions, priorities, and action items
Schedule for recurring calls
First set of deliverables and expectations moving forward
Tip: Review and respond to any open items within 48 hours.
Email #8 — Strategy Call Confirmation
What’s inside:
Calendar confirmation for your strategy review
Agenda: messaging, angles, campaigns, long-lead planning
Email #9 — Strategy Call Recap
What’s inside:
Finalized PR strategy based on your feedback
Priority angles to lead pitching
What our team and your team will take action on next
Tip: Confirm any outstanding approvals ASAP to protect momentum.
Email #10 — Recurring Call Confirmation
What’s inside:
Confirmed agenda to keep everyone aligned and moving
Visibility into review topics (wins, updates, approvals, pitching plans)
Tip: Use these calls to share all updates, even small ones lead to pitchable moments.
Email #11 — Recurring Call Recap
What’s inside:
Bullet-point summary of wins, opportunities, and next steps
Documentation for accountability and visibility
Tip: Forward internal wins (e.g. distribution, retail, partnerships). They translate into press.
Email #12 — Onboarding Close-Out Call Recap
What’s inside:
Proof that all onboarding systems are complete
Updates on early coverage and product requests
Transition plan into full-scale PR delivery
Requests for feedback to improve
Tip: Keep approvals fast. Delivery phase is where visibility accelerates.
Email #13 — Heather’s 60-Day Check-In Recap
What’s inside:
Leadership-level evaluation of results and experience
Adjustments to refine and accelerate momentum
Planning for upcoming PR opportunities
Tip: Bring honest feedback. It helps us optimize aggressively.
Let’s Work Together
Great PR isn’t about guessing. It’s about alignment, transparency, and a shared mission. Every email in this onboarding sequence exists to give you clarity, confidence, and a true partnership from Day 1. When we communicate openly, move quickly on approvals, share real-time updates, and collaborate with trust and that’s when the magic happens.
You’re not just getting press. You’re building authority. You’re shaping perception.
And you’re owning your place in the market.
Remember that you’re not doing it alone.
We’re here as an extension of your vision. We’re investing in your story, defending your mission, and amplifying your voice where it matters most.
Welcome to Publicity For Good. Let’s make your message impossible to ignore.
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