Why client onboarding is the secret to PR success
At Goldings Communications, we believe that effective PR is built on great partnerships. For us, that partnership begins the moment we welcome a new client on board. Onboarding isn’t just a box-ticking exercise, it’s the foundation of everything we do together and how we set the tone for collaboration, creating shared goals, and uncovering the stories that highlight your individuality.
Why onboarding matters
Every organisation is unique with their own history, challenges, audiences, and ambitions. To represent you authentically and deliver real impact, we need to understand all of that, not just on paper, but in your own words. That’s why our onboarding process goes beyond the basics.
Our onboarding process
At the heart of our onboarding is an in-depth discovery call or in-person meeting. This is where we really take the time to listen, ask questions and get to know you.
We cover areas such as:
- Your story – the history of your organisation, your journey so far, and what drives you today.
- Your objectives – what success looks like for you in the next 6–12 months, whether that’s brand visibility, audience engagement, or tackling specific challenges.
- Your audiences – who you most want to reach and influence, and how you’re currently perceived by them.
- Offering and expertise – your strengths, USPs, standout programmes, and thought leadership opportunities.
- Your brand voice and PR goals – how you want to be positioned, the journalists and media that matter to you, and the values you’d like to highlight.
- Your competitors – the landscape you operate in and where you want to stand out.
It’s a collaborative conversation that’s more than a one-way Q&A, and it’s designed to spark ideas and uncover the insights that will shape our strategy together.
Meeting the team
Onboarding is also about people. We’ll introduce you to the Goldings Communications team, so you know who does what and how we’ll work with you day-to-day. We also want to understand your team, as meeting different staff members helps us see the bigger picture of your organisation, identify spokespeople, and appreciate the nuances of your internal culture. This builds rapport and ensures a smoother, more aligned way of working.
Shared goals, stronger outcomes
By the end of onboarding, we have a shared roadmap with agreed priorities, a definition of what success looks like, and an element of trust that will underpin our long-term partnership.
This means when we launch campaigns, pitch to journalists, or create thought leadership content, we’re working with clarity, confidence, and purpose.
Onboarding is the start of a relationship where your goals become our goals, and where every PR activity we deliver is rooted in a deep understanding of your brand and your vision. All this is only possible when onboarding is done right.
For more information on how Goldings Communications can help you with your purpose-driven PR strategy, get in touch today.
