AUTHORITY / SERVICE SCOPE
Digital PR.
Build an outreach scope around a sourceable story. Separate research and editorial work from coverage that a publisher chooses to accept.
Explore the scope ↓- Best starting point
- A business has useful expertise, original material or a public-interest story that can support relevant editorial coverage.
- Working artifact
- Publisher, Story angle and the fields shown below.
- How to evaluate
- Check the output, implementation owner and acceptance evidence.
What the scope produces
- A story brief with a named audience and a source register
- Original supporting material prepared for editorial review
- A relevant publisher and outreach plan
- A record of coverage, links and corrections
What the work needs
A credible story, verifiable source material, an authorized spokesperson when needed and approval of outreach.
A sample working artifact
Illustrative structure, not a client result. A completed record should make the work and its verification clear.
- Publisher
- A specific value recorded for the engagement.
- Story angle
- A specific value recorded for the engagement.
- Source material
- A specific value recorded for the engagement.
- Outreach status
- A specific value recorded for the engagement.
- Coverage URL
- A specific value recorded for the engagement.
- Link type
- A specific value recorded for the engagement.
How the work moves forward
Develop the story
Test what makes the material useful to the publication's audience.
Prepare the source material
Make methods, dates and limitations available to an editor.
Record the coverage
Keep the final publication URL and distinguish a mention from a followed link.
Scope boundaries
Editors control publication. Coverage, anchor text and followed links cannot be assumed from an outreach attempt.