PR & Communications Strategy – 101 questions to wake you up.

Who are the stakeholders whose trust is essential before launch?
What is the story a journalist wants to write rather than the story you want to tell?
How are media relationships built in a market where journalists are sceptical about gambling operators?
How is earned media activated at launch when nothing has happened yet?
What reputation is being built and what image do you want to own three years from now?
What reputation elements are avoided at all costs and why are they the most dangerous in this market?
What is the plan for the day a player tells a negative story publicly?
Who owns the crisis response in the first hour?
Has it been rehearsed?
How is responsibility reflected in communication so it does not sound like mandatory small print?
What is the act of responsibility that media will want to write about?
How do you recognise a competitor's mistake or market shift as an opportunity?
Does the organisation know what is being said publicly, before it is said?