Reviewed their website, LinkedIn, existing coverage
Timely hook identified (news, trade show, product launch, industry trend)
Pre-call notes / timely angles spotted
Phase Progress — Check Off as You Go
1. Open & Frame (0:00)
2. Their World (0:05)
3. Pain & Ambition (0:20)
4. Qualify (0:32)
5. Bridge to Proposal (0:40)
Phase 1 Open & Set the Frame 5 min
Talk Track
"The aim today is to understand your business properly — where you're at, what you're trying to achieve, and what role PR can play in that. I'll spend most of the time listening and asking questions. Towards the end I'll share some initial thoughts. If it feels like a strong fit, I'll put together a proper plan to walk you through. Sound fair?"
If referred: "[Name] mentioned I should speak with you. Before I say anything about what I do — what did they tell you about me, and what made you want to take the call?"
Phase 2 Their World Today 15 min
Two-minute version of the business — what do you do, who do you do it for, how long?
How does the business make money — what does a typical client engagement look like?
Where does most of your business come from — referrals, inbound, partnerships?
Who's your audience — who are you trying to reach, and what matters to them?
Current press/media presence — where have you been covered? LinkedIn, thought leadership content?
Their World Notes
Phase 3 Pain & Ambition 12 min — signature questions
Vitamin or painkiller? — Is PR essential to your next phase, or would it be nice to have?
Why now? — Why is building brand trust critical specifically at this moment?
Short and long-term marketing/sales goals — how does earned media connect to those?
Established industry base or experimenting in a new category — or both?
90-day success: if things go really well, what specifically changes for you?
What have you already tried on the PR side — internal, agency, freelance? What worked?
Pain in their words (exact phrases to use in proposal)
Ambition / success vision
One Observation (share after listening)
"Can I share one thing I've noticed? [Something specific — a gap, an angle, a timing opportunity.] I'd love to explore that properly in the proposal."
Decision process — is it theirs to make, or does anyone else need to weigh in?
Budget range — "I typically work $2,500–$4,000/month. Does that feel like a realistic range?"
Position Talk Track (60 sec)
"Just so you understand how I work — I run a tight roster by design. It means you always get me, not an account manager. Strategy and execution. I'd love to put together something specific to what we've discussed today and walk you through it — does that feel worthwhile?"
BANT Qualification
Budget
$2.5k–$4k range confirmed? US or international? KPI expectations realistic?
Authority
CMO / CEO-founder in the conversation? Who else needs to be in proposal call?
Meaningful decision window? When would they ideally start?
Phase 5 Bridge to Proposal Call — BAMFAM 5 min
Reflect Back (Recap Talk Track)
"Let me make sure I've got this right — you're [company type], at the stage where [growth context]. Your main focus is [their goal] and the challenge right now is [their pain in their words]. Does that feel accurate?"
Build Anticipation & Book
"Based on everything you've shared, I want to put together something tailored — a proper PR snapshot of your brand, a 90-day plan, and what success looks like for you specifically. Does [day/week] work for 45 minutes?"
Proposal call date confirmed in calendar before hanging up
Decision-maker confirmed for proposal call
Assets requested: website URL, existing coverage, SME names
Core problem, trigger, and success criteria in notes
Qualification Check — Flag What You Observed
Green Flags Observed
CMO / CEO-founder — decision-maker in conversation
Venture-backed / PE / recurring revenue — marketing budget confirmed
Brand trust is strategic — growth stage context
Referred by trusted peer or client
Specific goal tied to a real business event
Responsive, engaged, prepared for the call
Red Flags Observed
No marketing budget or pre-revenue
Price-shopping before discovery
No brand trust narrative — "just want more press"
No decision-maker in the call
Unrealistic expectations about guarantees or timelines