5 reasons communicators should hone their preparation skills

Asking questions of executives or prospective clients before embarking on any communications efforts is a valuable skill for all PR and marketing pros.

This information gathering—sometimes called a “project intake” and otherwise known as simple preparation—can help communications pros understand a company’s issues and opportunities, along with its industry, audience members and corporate culture.

“Mastering the intake process allows us as communicators—and advisors to [a brand’s] leaders—to gather the critical information needed to understand the new project and drive thinking and strategic planning,” says David Grossman, founder and CEO of The Grossman Group.

Here are five reasons you should master this process:

1. You can clarify expectations up front.

Whether it’s hiring a PR firm, freelance writer, social media consultant or marketing agency, getting the expectations from both sides is crucial to setting the tone for your business relationship and the campaign itself.

Mastering your preparation process can help you decide whether a client or project is the right fit for you or your team.