The playbook
Digital PR: Template and Field Guide
This digital PR template turns a broad task into a record another person can use. It captures story, evidence, publisher, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
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.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| story | Record the story associated with this page or query record. Use a stable reference so later updates can be matched. |
| evidence | Record the evidence associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| publisher | Record the publisher associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| contact status | Record the contact status associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with story. Use the same reference throughout the record so notes are not attached to the wrong item. Then find a useful question supported by original evidence. This establishes the information required before the worksheet becomes a request for action.
Next, prepare a clear finding with transparent methodology. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as publishing dramatic claims unsupported by the underlying data, rather than a broad instruction to “improve performance.”
Finally, pitch appropriate writers with a concise relevant angle. Put disclose methods limits and the exact evidence behind the story in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Publishing dramatic claims unsupported by the underlying data |
| Action | Disclose methods limits and the exact evidence behind the story |
| First check | Find a useful question supported by original evidence |
| Follow-up check | Pitch appropriate writers with a concise relevant angle |
| Outcome to define | relevant earned coverage |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If evidence changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep relevant earned coverage connected to the item so the team can later assess whether the action was useful.
Use query and landing-page context when comparing results. A page serving a broad informational query has a different job from a page answering a purchase question. Review whether the next step remains useful to the person arriving.
Skip the manual steps. Let AgentixSEO run this for every client.
Start now