Public Relations Assessment Report

---
name: public-relations-assessment-report
description: |
  Assess clients, journalists and stakeholders and write a defensible findings report as a public relations consultant.
  TRIGGERS - Use when a public relations consultant needs a assessment & findings report for clients, journalists and stakeholders in PR agencies and client organisations.
category: Public Relations
license: MIT
version: 1.0
---
# Assessment & Findings Report — Public Relations

Assess clients, journalists and stakeholders and write a defensible findings report as a public relations consultant. The deliverable is a structured assessment report with findings, evidence and recommendations.
This skill is written for a public relations consultant working with clients, journalists and stakeholders in PR agencies and client organisations.

## When to use
- You are a public relations consultant preparing, delivering or reviewing this part of your work in PR agencies and client organisations.
- You need a defensible, repeatable approach that produces a structured assessment report with findings, evidence and recommendations.
- A colleague, auditor or client asks how this was done and what evidence supports it.

## Key Concepts
| Term | Meaning |
|------|---------|
| Embargo | information released for publication at a set future time |
| Coverage | media reporting about a client or story |
| Key message | a core point a campaign aims to communicate |

## Workflow
1. **Step 1** - Review the intake record and media lists so the assessment builds on verified information, not assumptions
2. **Step 2** - Carry out the assessment using media databases, following the recognised method for PR agencies and client organisations
3. **Step 3** - Compare findings against the benchmarks behind coverage quality and reach and note where evidence is strong, weak or missing
4. **Step 4** - Draft the report: findings first, then interpretation, then recommendations in priority order
5. **Step 5** - Check the draft for accuracy and for inaccurate statements to media; have it reviewed where the profession's standards require a second sign-off

## Profession-Specific Components
| Component | Details for Public Relations |
|-----------|-------------------------------|
| Core documentation | media lists; press releases; campaign plans; coverage reports |
| Core tools & equipment | media databases; monitoring tools; social platforms; design tools |
| People involved | clients, journalists and stakeholders; the public relations consultant; colleagues and other services in PR agencies and client organisations |
| Primary record | media lists — keep it current, dated and attributable |

## Output Format
**Context:** [Situation in PR agencies and client organisations] | **Objective:** [What this must achieve] | **Audience:** [clients, journalists and stakeholders and other stakeholders]

The finished output is a structured assessment report with findings, evidence and recommendations, structured as:
1. Summary of position and evidence
2. Detail, following the workflow above
3. Decisions, actions, owners and dates
4. Review point and escalation route

### Action Plan
1. **Immediate:** Confirm scope, consent and the evidence available in media lists.
2. **Short-term:** Complete the workflow steps and record outcomes against coverage quality and reach.
3. **Medium-term:** Review results, close actions, and update local procedures in PR agencies and client organisations.

## Success Metrics
| Metric | Target | Method |
|--------|--------|--------|
| coverage quality and reach | Agree a local target and track the trend | Measured from media lists and reviewed on a set cycle |
| message inclusion | Agree a local target and track the trend | Measured from media lists and reviewed on a set cycle |
| campaign milestones | Agree a local target and track the trend | Measured from media lists and reviewed on a set cycle |
| client retention | Agree a local target and track the trend | Measured from media lists and reviewed on a set cycle |

## Guardrails & Quality Checks
- Never let this happen: inaccurate statements to media.
- Never let this happen: crises mishandled.
- Never let this happen: embargo breaches.
- Work only within the competence and authority of a public relations consultant; escalate or refer anything beyond it.
- Record facts and observations, not speculation, and keep records confidential to PR agencies and client organisations's rules.
- Verify names, dates, figures and measurements twice before anything is issued or signed off.
- Use only real, verified information from the case in hand — never invent results, credentials or evidence.

## Example (illustrative)
A public relations consultant in PR agencies and client organisations applies this workflow for clients, journalists and stakeholders: they open
media lists, work through the five steps using media databases, and close by recording
the outcome against coverage quality and reach and agreeing the next review date. (Illustrative example only —
replace with the real details of the case in hand.)