Test the story before collecting a contact list
State what is new, who it helps and what a reader could verify. A story may involve original operational observations, a useful explanation of a change or a documented customer problem. List the limits of the evidence alongside the proposed angle. If the underlying information would not interest the intended publication’s audience without your brand name, revise the idea before investing time in outreach.
Make the evidence publishable and inspectable
Prepare the source material, definitions and responsible spokesperson before pitching. For a data story, describe the population, collection period, exclusions and uncertainties. Avoid using a self-selected sample to make claims about an entire market. For an expert explanation, distinguish the expert’s interpretation from established facts. Keep a public resource that a journalist can examine, and obtain the permissions needed for any quotations, customer examples or images.
Plan responsibility and timing rather than a promised link count
A useful calendar includes an evidence deadline, specialist approval, publication-ready assets, relevant editorial windows and an accountable follow-up owner. Identify publications by their audience and topic fit, not only a domain score. Contact people through appropriate professional channels with a specific reason. Do not treat a paid placement, purchased link or link exchange as an independent editorial endorsement. Google’s spam policies distinguish manipulative link practices from legitimate editorial activity.
Evaluate coverage and decide what to do next
Record the published source, whether the story was represented accurately, relevant referral visits where observable and useful business follow-up. Separate an earned mention from a linked citation and from a qualified enquiry. Do not assign an assumed sales value to every link. Correct errors, answer reasonable source questions and update the resource when its evidence changes. Keep the next campaign only if its premise still helps a real editorial audience.
Evidence-first PR calendar
| Stage | Decision or evidence |
|---|---|
| Story gate | New information, intended audience and known limits |
| Research ready | Definitions, original source and spokesperson |
| Approval ready | Publishable claims and asset permissions |
| Editorial contact | Relevant publication and specific reason for contact |
| Review | Coverage accuracy, observed referrals and next action |
Acceptance checklist
- The story offers something useful beyond brand promotion.
- Evidence scope and limitations are visible.
- Spokesperson and asset approvals are ready.
- Contact selection follows audience relevance.
- Coverage, referrals and business outcomes are reported separately.
Related service and guidance
- Earn relevant brand coverage with evidence worth referencing — practical guide
- Authority & link-earning strategy | Specialist SEO services
- All content delivery playbooks
Primary reference
developers.google.com · spam-policies
Editorial review: 7 November 2026. Gavek methods, handoff records and labelled scenarios are original guidance. A service engagement requires an agreed scope, responsibilities and price.