Form templates / Marketing & Creative Agencies
PR Client Intake Form
A PR client intake form has to find the story and the spokesperson. Without both, there is no campaign - only a client who wants coverage and a journalist who has nothing to write about.
For agencies, studios and marketing teams.
Availability of a spokesperson is the constraint nobody mentions
PR runs on people. A perfect story with a CEO who won't do interviews, or who needs three days' notice for a comment, cannot be sold to a journalist working to a deadline of an hour.
So this template asks who can speak, how quickly they can be reached, and whether they've been media trained. It also asks what the client absolutely doesn't want to discuss - because finding that out during a live interview is the worst way to learn it.
The cost of asking twice
Chasing details is invisible work: it doesn't appear on any invoice, but it eats the first week of every new relationship. Worse, it happens at exactly the moment a client is deciding whether you are organised.
This template front-loads it. One link, one pass, everything you need to open the file - and a written record of what they told you.
A brief that doesn't need a briefing
Clients describe outcomes; you need inputs. Objective, audience, deadline, budget, who signs it off - asking for those in a fixed order turns a vague request into a scope you can staff.
It's also the fastest way to spot the project that isn't ready: no budget, no deadline, four decision-makers. Better to know before the kick-off call.
Nothing to install, nothing to learn
Your clients get a link. No account, no app, no cookie banner between them and the first question. The page is a single file that loads in one request, which on a phone on mobile data is the difference between a submitted form and a closed tab.
One minute to make it your own
Every label, option and placeholder on this template is editable, and you can add whatever this template doesn't ask. Save to publish, share the link, and export the responses whenever you need them in a spreadsheet.
What this template asks
- Your name
- Email address
- Company
- Website
- What does the company do, in plain words?
- Why is now the moment?
- What's genuinely new or surprising about it?
- What do you want PR to achieve?
- Who needs to see it?
- Which publications or programmes are you hoping for?
- What do you have to work with?
- Who can speak to media?
- Have they been media trained?
- How quickly can a spokesperson be reached for a comment?
- What must not be discussed?
- Any difficult past coverage or ongoing disputes?
- Who signs off statements and press releases?
- How long does sign-off usually take?
More Marketing & Creative Agencies forms
Questions
Should I ask about crisis history?
Yes - past coverage, ongoing litigation, anything a journalist will find. You'll find it anyway; better it comes from the client on day one than from a reporter on day thirty.
How do I set expectations about coverage?
Ask which publications they're hoping for and be honest in your reply. The gap between "we'd like the Financial Times" and what a story merits is the most common source of disappointment in PR.
Can I add or remove questions?
Yes - every question here is a starting point. Add your own, delete what doesn't apply, reorder by dragging, and make anything required or optional. Saving publishes the change immediately.
Where do the answers go?
Into your dashboard, where you can read, filter and export them as a spreadsheet. You can also have every response emailed to you the moment it arrives, or as a daily or weekly digest.
Do I need a website?
No. Every form gets its own link you can paste into an email signature, a text message, a QR code or a social profile. If you do have a site, you can link to it from anywhere on it.
Can I use a different form per service?
Yes - duplicate the template and edit each copy, so a paid-media enquiry asks different questions from a brand project. Each has its own link and its own list of responses.
Publish your pr client intake form today
Start from this template and change anything you like. Free to begin.