An enquiry is not necessarily a news story
A prospect’s desire for coverage is not evidence of editorial interest. Test the substantive story, audience and timing. Responsible PR advice may begin by explaining why a press release is not the answer.
Different briefs need different capabilities
A product launch, ongoing corporate communications and an urgent reputational issue require different expertise and response models. Qualify sector knowledge, senior involvement, languages, availability and decision processes.
Questions to establish buying intent
Why now? Which business objective matters? Who signs off? Are there credible facts and available spokespeople? What deadline and budget range exist? Which markets and audiences are in scope?
Two distinct project scenarios
An industrial B2B company may need credible expert commentary and trade media. A consumer brand launch may involve product sampling, creative activity and multiple distribution channels. Different delivery models are appropriate.
Price what the agency controls
Separate strategy, content production, media relations, events, monitoring and external costs. Set realistic expectations about editorial independence. No agency can guarantee independent coverage, reach or commercial return.
When to decline a brief
If a prospect wants facts concealed, positive coverage guaranteed or has no decision-maker or accessible spokesperson, the brief may not be suitable. Qualification should protect both the client and the agency.
Mosai pricing and next steps
Free: SEK 0/month. Partner: SEK 995/month, with prioritised matching where project fit exists and no guaranteed lead volume. SEO & AEO agent: SEK 600/month launch price, ongoing review and two new relevant pages weekly. No outcomes are guaranteed. Explore Mosai lead generation, the agent and contact.
