The playbook
Digital PR: Review Process
A useful digital PR review ends with a supported decision for each item examined. Define the evidence required before opening the report: story, evidence, publisher, contact status. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
An original study should explain the question, data source, sample, calculation, and limitations. Offer journalists the actual finding and underlying context. A dramatic headline cannot compensate for a sample that does not support the claim being made.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Find a useful question supported by original evidence | Is the supporting story current and traceable? |
| Prepare a clear finding with transparent methodology | Does evidence support the decision being made? |
| Pitch appropriate writers with a concise relevant angle | Can the next owner verify contact status? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to publishing dramatic claims unsupported by the underlying data. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, disclose methods limits and the exact evidence behind the story. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected page or query record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to relevant earned coverage using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Test representative templates as well as individual URLs. When a problem appears on several pages built from the same component, a template correction may be more useful than a series of one-off edits. Verify the affected pages after the shared change.
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