Resources

Digital PR templates

Start with a better brief, pitch or approval rule. A template cannot replace judgement, but it can make the required thinking visible. These structures help teams collect approved facts, define a campaign and prepare useful contributions without defaulting to generic outreach.

Available templates

Digital PR brand brief template

Capture the organisation, products, audiences, subjects, spokespeople, evidence, customer proof, existing coverage, competitors, exclusions, approval rules and reporting needs in one reusable brief.

Use the brand brief template

Journalist response and media pitch templates

Prepare a direct journalist-request response, a proactive evidence-led pitch, a concise follow-up and a factual correction request, with pre-send checks for relevance and approved claims.

Use the response and pitch templates

Digital PR campaign approval and outreach checklist

Review the purpose, angle, evidence, spokesperson, contacts, message, commercial terms, sender, approval model, follow-up rules and reporting before the campaign acts externally.

Use the campaign approval checklist

Core templates

Reusable structures for the work behind digital PR.

Brand briefing template

Capture the company, products, audiences, markets, spokespeople, proof points, competitors, goals and exclusions.

Campaign brief template

Define one objective, audience, angle, evidence set, sender, contact limit, follow-up rule and approval model.

Journalist-response template

Answer the request directly, attribute the expert, support the point and remove promotional filler.

Media pitch template

Explain why the recipient and audience should care, what is available and what the next step is.

Podcast guest template

Propose the conversation, audience takeaways, expert credibility and example questions.

Speaker proposal template

Provide a clear session title, problem, takeaways, format, expert profile and supporting evidence.

Placement-gap checklist

Assess relevance, audience, page quality, inclusion criteria, commercial route and evidence readiness.

Citation submission checklist

Confirm business identity, categories, locations, URLs, verification and live status.

PR reporting template

Separate opportunities, activity, responses, outcomes and attribution notes.

How to use a template well

Complete the thinking, not only the fields.

Remove what does not apply

A shorter relevant submission is better than a completed form full of weak claims.

Support every material claim

Link the statement with the approved evidence or remove it.

Adapt to the recipient

Use the structure without sending identical language to every person or publication.

Record approval

Keep the final version connected to the person, rule or process that authorised it.

Track the result

Connect the template output with the campaign, external action and outcome.

Frequently asked questions

Can I copy these templates?: Yes. They are designed as practical starting points for your own work.
Does Lula fill these automatically?: Lula uses the equivalent structured information in the product to prepare campaign work from the approved brand brief.
Should every pitch follow the same format?: No. The structure should support clarity, while the final message reflects the recipient, story and available evidence.
Can I use the templates in an agency?: Yes. Add client-specific approval, evidence and isolation requirements.
Do templates guarantee replies?: No. Relevance, timing, evidence and recipient judgement still determine the outcome.
Where should I store approved facts?: Use a controlled brand workspace rather than copying unverified claims between campaign documents.

Replace blank-page work with a clear decision structure

Use the templates yourself or brief Lula to coordinate the whole workflow.