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Public Relations Processes

The Public Relations function operates through systematic workflows that build media relationships, secure coverage, and protect brand reputation. Here are our core processes.

Media Pitch Development​

Identifying newsworthy angles and crafting compelling story pitches

PR secures earned media coverage by proactively pitching stories to journalists. Effective pitches require newsworthy angles that match journalist interests:

Step 1: News Hook Identification (Ongoing) Communications Coordinator monitors for pitch-worthy developments:

  • Operational innovations: New equipment, process improvements, efficiency gains
  • Client wins: Major agency contracts, high-profile performances (when disclosure permitted)
  • Industry recognition: Awards, certifications, speaking invitations
  • Human interest: Team member stories, craft passion, behind-the-scenes insights
  • Trends: K-pop fashion evolution, sustainability initiatives, manufacturing technology

Potential stories logged in Notion PR content calendar with: news hook, target media outlets, expected timing, stakeholders to involve.

Step 2: Media Outlet Targeting (1-2 days before pitch) PR Lead selects target journalists/publications based on:

  • Editorial fit: Does this story match their coverage area and audience interests?
  • Relationship strength: Have we worked with this journalist successfully before?
  • Timing: Is there a timely news hook (industry event, seasonal trend) that increases relevance?
  • Exclusivity: Should we offer exclusive access to one premium outlet or pitch broadly?

Target list prioritized: tier-1 targets (ideal fit, high impact), tier-2 targets (good fit, moderate impact), tier-3 targets (acceptable fit, broad reach).

Step 3: Pitch Crafting (1 day) PR Lead drafts pitch email following proven structure:

Subject Line: Concise, intriguing, news-focused (not promotional)

  • Good: "How K-Pop Costume Makers Handle 72-Hour Concert Turnarounds"
  • Bad: "Kyndof: Premier K-Pop Costume Manufacturer"

Opening Paragraph: News hook + why relevant to journalist's audience

  • "With K-pop concerts selling out globally in minutes, costume suppliers face unprecedented pressure: outfit entire performance casts in 72 hours while maintaining stage-ready quality. Your readers working in entertainment production face similar timeline challenges—here's how we approach it."

Story Angle: What makes this newsworthy beyond Kyndof promotion

  • "This story explores operational innovations that enable impossible timelines: modular production systems, pre-positioned backup inventory, 24/7 emergency response protocols. It's applicable across entertainment manufacturing, not just costumes."

Access Offer: What exclusive value we provide

  • "I can arrange facility tour showing our production floor mid-rush-order, interviews with operators handling emergency work, and data on timeline compression vs. quality maintenance."

Call-to-Action: Clear next step

  • "Are you interested in covering this angle? I'm happy to discuss further or connect you directly with our Operations Director for a preliminary conversation."

Step 4: Pitch Distribution & Follow-Up Communications Coordinator executes outreach:

  • Tier-1 targets: Personalized emails sent individually with relationship context ("I enjoyed your recent article on X...")
  • Follow-up timing: 3 business days if no response, then one additional follow-up before moving on
  • Tracking: All pitches logged in media contact database with responses recorded

Step 5: Coordinating Coverage (When pitch accepted)

  1. PR Lead schedules interviews/facility access with journalist
  2. PR briefs interviewees on: journalist background, story angle, messaging priorities, topics to avoid
  3. Communications Coordinator coordinates logistics: facility access, photography permissions, interview scheduling
  4. PR monitors story development and responds to fact-checking requests quickly
  5. When story publishes, PR thanks journalist and shares coverage internally

Pitch Success Factors:

  • Timeliness: Tie stories to current trends or events journalists are already covering
  • Relevance: Demonstrate understanding of journalist's beat and audience interests
  • Value: Offer genuine insights or access, not just company promotion
  • Brevity: Keep initial pitches under 200 words; journalists are busy
  • Persistence: One "no" doesn't close relationship; maintain contact for future opportunities

Detail page: Media Pitch Development Process (coming soon)

Press Release Protocol​

When and how to issue formal announcements

Not all news warrants press releases. PR reserves formal releases for genuinely significant developments that broad audiences should know about:

Release-Worthy Announcements:

  • Major partnerships or client contracts (when disclosure permitted)
  • Significant company milestones (funding rounds, expansion, certifications)
  • Leadership changes (C-level appointments)
  • Industry awards or recognition
  • New product/service launches with broad market relevance

Press Release Development Process:

Day 1: Content Development

  1. Communications Coordinator drafts release following AP Style:

    • Inverted pyramid structure (most important information first)
    • Quote from company leadership providing strategic context
    • Quote from partner/client (if applicable and permitted)
    • Boilerplate company description
    • Media contact information

  2. PR Lead reviews for newsworthiness and message consistency

  3. Relevant functions review for accuracy (Finance for financial announcements, Operations for operational news)

  4. Legal reviews for disclosure compliance and liability risk

  5. Leadership approves final content

Day 2: Distribution Planning

  1. PR Lead determines distribution channels:

    • Wire service (PR Newswire, Business Wire) for broad reach
    • Direct media outreach to target journalists with personalized context
    • Company website and investor portal
    • Social media via Marketing

  2. Distribution timing optimized: Tuesday-Thursday mornings (avoid Monday news overload and Friday attention drop-off)

Day 3: Distribution & Monitoring

  1. Release distributed via selected channels
  2. Communications Coordinator monitors media pickup and coverage
  3. PR responds to journalist inquiries and coordinates interviews
  4. Coverage tracked and shared internally

When NOT to Issue Press Release:

  • Minor operational updates (use blog posts or social media instead)
  • Announcements with limited external relevance
  • Topics requiring extensive confidentiality (use selective outreach to trusted journalists)
  • Crisis responses (use tailored statements, not standard press format)

Detail page: Press Release Protocol (coming soon)

Crisis Response Playbook​

Step-by-step procedures for handling negative publicity

When problems become public, PR leads response to minimize reputation damage while maintaining ethical communication:

Phase 1: Situation Assessment (Hours 0-2)

Step 1: Crisis Detection

  • Communications Coordinator monitors brand mentions via Google Alerts and social media
  • Issues flagged immediately to PR Lead: negative press coverage, social media backlash, client complaints going public, employee controversies

Step 2: Severity Assessment PR Lead evaluates crisis severity using framework:

  • Minor: Isolated complaint, limited audience, minimal reputational risk
  • Moderate: Negative coverage in tier-2 media, some social media amplification, potential client concern
  • Major: Tier-1 media coverage, viral social media, significant business impact (client losses, revenue risk)
  • Critical: Widespread media coverage, legal/regulatory risk, existential threat to business

Step 3: Fact-Gathering PR Lead coordinates with relevant functions to understand what actually happened:

  • Operations: Quality or delivery issues
  • HR: Employee matters
  • Sales: Client relationship issues
  • Finance: Financial performance or projections
  • Legal: Legal/regulatory matters

Timeline: Gather facts within 2 hours of crisis detection. Speed matters—delayed response amplifies speculation.

Phase 2: Response Strategy (Hours 2-4)

Step 1: Response Level Decision Based on severity, PR Lead determines appropriate response:

  • No public response: Monitor but don't amplify (for minor issues)
  • Selective outreach: Respond to affected parties privately (moderate issues)
  • Public statement: Issue formal response (major issues)
  • Press conference: Proactive engagement with media (critical issues)

Step 2: Message Development PR Lead drafts response covering:

  1. Acknowledgment: What happened (facts without speculation)
  2. Impact: Business and stakeholder effects
  3. Response: Actions management is taking to address
  4. Accountability: Who is responsible and owning outcome
  5. Forward outlook: How this affects future operations

Message review:

  • Legal reviews for liability risk and disclosure appropriateness
  • Leadership approves strategy and content
  • Affected functions validate factual accuracy

Step 3: Channel Selection PR determines where to communicate:

  • Direct to affected parties: Email, phone calls to impacted clients or stakeholders
  • Company website: Statement posted for public access
  • Media response: Proactive outreach to journalists likely to cover story
  • Social media: Transparent public acknowledgment via company channels
  • Internal: Employee communication ensuring team informed before external audiences

Phase 3: Execution & Monitoring (Hours 4+)

Step 1: Communication Distribution Communications Coordinator executes distribution plan:

  • Statements posted/distributed through selected channels
  • Media contacted with approved responses to inquiries
  • Stakeholders notified directly (clients, investors, partners)
  • Internal communication sent to all staff

Step 2: Ongoing Monitoring Communications Coordinator tracks:

  • Media coverage and sentiment
  • Social media conversation volume and tone
  • Stakeholder responses (clients, investors, partners)
  • Escalation signals (coverage spreading, sentiment worsening)

Step 3: Response Adjustment PR Lead monitors effectiveness and adjusts as needed:

  • If coverage continues growing, escalate response level
  • If new facts emerge, update messaging
  • If stakeholder concerns persist, engage directly
  • If crisis resolving, shift to positive narrative recovery

Phase 4: Post-Crisis Review (Within 1 week) PR Lead conducts post-mortem:

  • What triggered crisis?
  • Was our response effective?
  • What would we do differently?
  • What process changes prevent recurrence?
  • What reputation repair is needed?

Lessons documented and incorporated into updated crisis protocols.

Crisis Communication Principles:

  • Speed: Respond within 4 hours of crisis detection, even if response is "we're investigating"
  • Honesty: Acknowledge problems transparently; overly defensive responses backfire
  • Accountability: Own mistakes rather than deflecting blame
  • Action: Demonstrate concrete steps being taken to address root causes
  • Empathy: Show understanding of stakeholder impact, not just business concern

Detail page: Crisis Response Playbook (coming soon)

Spokesperson Training​

Preparing executives for media interviews and public speaking

Before executives engage with media, PR conducts training to ensure message consistency and confident delivery:

Pre-Interview Preparation (2-3 days before interview):

Step 1: Background Research Communications Coordinator gathers intelligence:

  • Journalist background: beat coverage, recent articles, interview style (aggressive vs. conversational)
  • Publication audience: Who reads this outlet? What information do they value?
  • Story angle: What story is journalist working on? What role does Kyndof play?
  • Anticipated questions: Based on journalist's coverage history and story angle, what will they likely ask?

Step 2: Briefing Memo Development PR Lead prepares executive briefing covering:

  • Journalist profile and background
  • Story context and Kyndof's relevance
  • Key messages to communicate (3-5 priority points)
  • Anticipated questions with suggested responses
  • Topics to avoid or handle cautiously
  • Interview logistics (format, duration, recording permissions)

Step 3: Message Training PR Lead conducts prep session with executive (30-60 minutes):

  • Review key messages and practice delivery
  • Bridging technique: Answering question, then pivoting to key message ("That's a great question. What's important to understand is...")
  • Flagging technique: Marking off-the-record or background comments clearly
  • Difficult question handling: Acknowledging question, redirecting to what you CAN say rather than dwelling on what you can't

Interview Day:

Step 1: Final Prep (30 minutes before)

  • PR Lead reviews key messages and anticipated questions
  • Executive practices concise responses (sound-bite friendly)
  • PR confirms interview logistics (location, format, attendees)

Step 2: Interview Execution

  • PR Lead attends interview to take notes and provide support if needed
  • Executive focuses on conversational delivery while hitting key messages
  • PR monitors for factual misstatements or message drift, flagging for post-interview correction if needed

Step 3: Post-Interview Follow-Up

  • PR thanks journalist and confirms fact-checking timeline
  • PR responds to follow-up questions promptly
  • PR reviews interview notes to identify improvement areas for future training

Speaking Engagement Preparation: For conference presentations or panel appearances, PR provides:

  • Audience analysis (who attends, what they care about)
  • Talking points aligned with messaging framework
  • Slide deck review for brand consistency
  • Q&A anticipation and response development
  • Delivery coaching (pacing, audience engagement, avoiding jargon)

Ongoing Skill Development: PR conducts quarterly media training refreshers with executives covering:

  • Industry trend updates affecting likely interview topics
  • New messaging priorities as strategy evolves
  • Review of recent interviews: what went well, what to improve
  • Emerging interview formats (podcasts, video interviews, social media live streams)

Detail page: Spokesperson Training Process (coming soon)

Event Participation Framework​

Selecting and maximizing ROI from industry events

PR manages Kyndof's presence at industry events to build visibility and generate business opportunities:

Annual Event Planning (Q4 each year for following year):

Step 1: Event Landscape Scan Communications Coordinator researches relevant events in upcoming year:

  • Fashion weeks: Seoul, Paris, Milan, New York (where K-pop influences fashion)
  • K-pop industry conferences: KCON, MAMA, Korean Entertainment Industry Summit
  • Manufacturing trade shows: Apparel manufacturing technology, textile innovation
  • Awards ceremonies: Where Kyndof clients or client work is recognized

For each event, track: dates, location, cost (attendance/sponsorship/exhibit), audience profile, past attendance ROI (if applicable).

Step 2: Event Selection PR Lead evaluates events against criteria:

  • Audience alignment: Do decision-makers from target client segments attend?
  • Visibility opportunity: Can we secure speaking slot, panel participation, or exhibit booth?
  • Networking value: Are key relationships (clients, partners, media) attending?
  • Cost vs. benefit: Does expected ROI justify expense?
  • Strategic priorities: Does event align with current business focus areas?

Budget allocation typically: 50% to tier-1 must-attend events, 30% to tier-2 valuable events, 20% to experimental/opportunistic events.

Step 3: Participation Planning (2-3 months before event) For each selected event, PR develops participation plan:

  • Attendance level: Send observers only, secure speaking slot, sponsor, or exhibit?
  • Who attends: Which executives/staff represent Kyndof?
  • Pre-event outreach: Schedule meetings with key attendees in advance
  • On-site goals: Specific outcomes (meetings scheduled, leads generated, partnerships explored)
  • Content capture: Photography, social media coverage, press engagement

Pre-Event Execution (1 month before):

Publicity:

  • Announce Kyndof attendance via PR channels (press release if major event, social media for others)
  • Pitch journalists attending event for potential interview or coverage
  • Contact event organizers about speaking opportunities or panel participation

Logistics: Communications Coordinator manages:

  • Registration and badge pickup
  • Travel and accommodation booking
  • Booth setup (if exhibiting): materials, signage, product displays
  • Meeting scheduling with key contacts

On-Site Execution (During event):

Networking:

  • Attendees follow pre-scheduled meeting list
  • Opportunistic conversations with valuable contacts
  • Business cards/contact info captured in CRM immediately (don't lose connections)

Content Creation: Communications Coordinator handles:

  • Live social media updates (photos, key quotes from sessions, booth activity)
  • Photography of Kyndof participation (speaking, booth, networking)
  • Press engagement if journalists attending

Lead Capture:

  • Qualified leads documented: contact info, interest area, follow-up action needed
  • Leads categorized: hot (immediate opportunity), warm (future potential), cold (general interest)

Post-Event Follow-Up (Within 1 week):

Relationship Nurturing:

  • PR coordinates thank-you emails to contacts made
  • Hot leads handed off to Sales immediately with context
  • Warm leads entered into nurture campaign

ROI Analysis: PR Lead evaluates event success:

  • Leads generated (quantity and quality)
  • Media coverage secured
  • Partnerships explored
  • Brand visibility achieved
  • Cost vs. benefit assessment
  • Decision: Attend again next year?

Internal Sharing:

  • Event summary memo distributed to Leadership
  • Key learnings shared across team
  • Coverage and content shared with Marketing for amplification

Detail page: Event Participation Framework (coming soon)

Media Contact Database Management​

PR maintains comprehensive journalist relationship records:

Contact Information:

  • Name, outlet, beat coverage, contact details
  • Relationship history (past interactions, coverage secured)
  • Communication preferences (email vs. phone, response patterns)
  • Story interests (what topics resonate with this journalist)

Quarterly Database Maintenance:

  • Update contact changes (journalists move frequently)
  • Remove inactive contacts (no longer cover relevant beat)
  • Add new contacts discovered through research
  • Categorize by tier (tier-1: established relationship and high-value outlet, tier-2: moderate relationship or outlet reach, tier-3: new contacts or niche outlets)

Engagement Tracking:

  • Log all pitches sent and responses received
  • Track coverage secured and sentiment
  • Monitor relationship health (responsive vs. unresponsive)
  • Identify cultivation opportunities (journalists worth investing in relationship-building)

Performance Metrics Review​

PR tracks effectiveness through systematic analysis:

Weekly Metrics:

  • Media coverage count and sentiment
  • Pitch response rates
  • Crisis monitoring (brand mention volume and tone)

Monthly Metrics:

  • Coverage by outlet tier and topic
  • Message pull-through rates (% of coverage including key messages)
  • Share of voice vs. competitors
  • Website referral traffic from press coverage

Quarterly Metrics:

  • Brand awareness surveys (recognition and perception)
  • Journalist relationship strength (response rates, proactive inbound inquiries)
  • Event ROI (leads generated, coverage secured, partnerships explored)
  • Thought leadership placements and reach

PR Lead reviews metrics and adjusts strategy continuously to improve results.

Last Updated: 2026-02-03 Maintained by: Public Relations Function Questions? Ask in #pr-ops on Slack