PR and Publicity Playbook

Turns genuine news into earned coverage in newspapers, radio, TV and AI answers, with a release, kit and pitch a journalist would run, and tracks it honestly.

Use When

• News such as a launch, award or milestone deserves newspaper, radio or TV coverage: story angle, news release and publicity kit.
• Pitch journalists at Daily Monitor, New Vision or NBS TV by email or WhatsApp, keep a media contact log and share the coverage on our social channels.
• Newsjack breaking news, such as a Bank of Uganda rate decision, with fast expert comment set up from Google Alerts that journalists and AI search can cite.
• Plan a year-round publicity calendar of story hooks.
• Track earned media and report it without treating advertising value equivalents as results.

Do Not Use When

• playbook-crisis-communications for responding to hostile media or a story already damaging the brand.
• strategy-csr-purpose-communications for purpose, CSR and community-impact messaging.
• ai-generative-search-optimisation for wider visibility in AI answers beyond news commentary.
• Stop before sending a release, pitching a journalist or quoting a spokesperson without the client's sign-off on facts and quotes.

Required Inputs