Client onboarding process for music PR Checklist

Client onboarding process for music PR

Updated 12 March 2026

A structured onboarding process sets the foundation for successful PR campaigns and prevents misaligned expectations later. This checklist covers the critical phases—information gathering, asset collection, expectation setting, and campaign planning—that transform a signed contract into a coordinated working relationship.

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Information Gathering & Discovery

Collect complete artist/act background and release history
Critical
Request discography, previous PR coverage, career timeline, and any notable achievements or chart positions. This context informs positioning and helps you identify untapped angles for new campaigns.
Document all stakeholder contact details and approval chains
Critical
Get direct contacts for the artist, manager, label liaison, and anyone with sign-off authority. Clarify who approves statements, artwork, and media participation—delays happen when you contact the wrong person.
Identify the client's definition of PR success
Critical
Ask what 'winning' looks like for them: playlist placements, interview count, specific publications, chart performance, or social engagement. This is different from what you'll measure—this is their business goal.
Review existing relationships with media, podcasts, and influencers
Ask if the artist or label has existing contacts in key outlets. These relationships can be leveraged and must be kept warm—avoid damaging them with poor pitching.
Establish budget constraints and spend flexibility
Confirm fee structure, payment terms, and whether budget exists for paid promotion, events, or influencer partnerships. Know if there's headroom for scope additions or if you're on a strict cap.
Note any scheduling conflicts or blackout periods
Ask about touring, festival appearances, other campaign activities, or personal commitments that might affect availability for interviews or events.

Asset Collection & Technical Setup

Request high-resolution artist photography and artwork
Critical
Get minimum 300 DPI versions in multiple formats (headshots, action shots, artwork for publication). Store these centrally and version them—outlets will ask for specific formats and you'll need them fast.
Gather music files and provide secure access
Critical
Collect unmastered or final versions for media preview, plus streaming links for journalists. Create a shared folder (Google Drive or Dropbox) with clear file naming and expiry dates if needed for confidentiality.
Compile key messaging documents
Critical
Request or develop an artist bio, track notes, and key story angles. These should answer: Who are they, why should people care, and what's new right now. Keep them to one page each.
Document social media handles and verified accounts
Get handles across all platforms where the artist is active. Verify which accounts are official and note follower counts—this helps with influencer matching and media credibility checks.
Create shared calendar and document access
Set up a shared project management tool (Asana, Monday, or Google Sheets) where the client can see campaign timeline, coverage tracking, and submission status. This reduces 'where are we at?' emails.
Set up communication channels and escalation contacts
Establish whether you'll use email, Slack, WhatsApp, or a project tool. Define who gets copied on what and who to contact in an emergency (e.g., negative story breaking).

Expectation Setting & Scope Definition

Document deliverables in writing and share with client
Critical
List everything you're committed to: number of pitches, target outlets, interview facilitation, social content, events. Be specific (e.g., 'minimum 8 pitches to national outlets') not vague ('extensive media outreach').
Discuss what's included and explicitly what's not
Critical
Cover scope like radio plugging, influencer gifting, social media management, or paid advertising. Clarify these are separate or require additional budget before the client asks.
Set realistic timelines for coverage and results
Critical
Explain lead times (nationals need 4-6 weeks, weeklies 2-3 weeks) and that coverage isn't guaranteed. Use phrases like 'we'll target' and 'aim to secure' rather than 'we'll guarantee'.
Clarify approval and sign-off processes
Critical
How many rounds of revisions on statements? Who approves interview participation? How fast do they need to turnaround approvals? Document response SLAs.
Define reporting frequency and metrics
Specify if you'll report weekly, bi-weekly, or monthly. Agree on what gets reported: coverage secured, pitches sent, reach estimates, or just major wins. Avoid over-measuring early in a campaign.
Discuss fee review and exit conditions
Be clear about minimum campaign length, notice period for termination, and whether the relationship is performance-based or retainer. Address this upfront to avoid awkward conversations later.

Campaign Planning & Strategy Development

Define campaign hook and target positioning
Critical
Agree on the main story (new music, rebrand, live tour, or cultural angle). Identify primary and secondary target audiences—this informs outlet selection and messaging.
Build target media list by tier and genre
Critical
Create a spreadsheet of tier-1 (national impact), tier-2 (specialist/regional), and tier-3 (niche/digital) outlets with contact names, submission preferences, and lead times. Use existing media lists and verify they're current.
Identify interview and feature opportunities
Critical
Note which outlets will want direct artist access and which will run opinion pieces or round-ups. Plan which interviews the artist should prioritise and flag any they should avoid (competitor outlets, misaligned platforms).
Plan content and supporting assets calendar
Map out when assets need to be ready (artwork for playlist pitches, quotes for features, social clips for cross-promotion). Build in buffer time for client approvals.
Confirm radio and specialist plugging strategy
Discuss whether radio plugging is in-house or outsourced, and to which formats. Clarify who owns relationships with BBC producers, independent radio, and podcasts.
Schedule kickoff meeting with all stakeholders
Run a call with the client, manager, and label to confirm strategy, answer questions, and establish that everyone is aligned. Document decisions and send meeting notes.

Documentation & Handover

Issue onboarding summary document
Critical
Send a one-page summary covering who does what, key dates, contact persons, approval process, and reporting schedule. This becomes the reference doc when new team members join or questions arise.
Set up internal project folder with all assets and documents
Critical
Organise shared drive into folders: Assets (photography, music files), Documents (contracts, bios, messaging), Coverage (tracking sheet), and Admin (email chains, notes). Make it easy for team members to find what they need.
Assign campaign lead and team roles
Designate who owns relationship management, pitching, and reporting. Ensure the client knows who to contact first and who the backup is when they're unavailable.
Create internal brief document for creative and editorial teams
Write a brief covering artist background, campaign goals, key messages, and any sensitive topics. Share with anyone in the agency who might interact with the client or media on this campaign.
Flag any red flags or special considerations
Note if the artist is high-profile and prone to controversy, if the label has specific approval quirks, or if certain media relationships are sensitive. Brief your team on these before they engage.

Launch & First 30 Days

Send first coverage report or update within two weeks
Critical
Get something in front of the client early—even if it's just confirmation of outlets approached, initial feedback, or a small win. Silence creates anxiety and makes them doubt you're working.
Hold weekly check-ins for the first month
Brief but consistent contact keeps you visible and allows you to flag issues early. Use these calls to sense-check approach, handle objections, and adjust targeting if the market signals are wrong.
Document and share all feedback from media
When outlets pass, get their reasoning. Share learnings with the client (e.g., 'they said the timing didn't work') rather than just saying 'no'—it shows you're gathering intelligence.
Manage approval turnarounds aggressively
If the client is slow to approve statements or make themselves available, this bottlenecks your campaign. Escalate to their manager early and set firm deadlines.
Review scope creep requests and document decisions
Clients will ask for additions ('Can you pitch radio?' 'Can you reach out to TikTok creators?'). Log each request with the decision (in scope / out of scope / requires additional fee) and send a brief email confirming.

A thorough onboarding process takes time upfront but prevents misalignment, scope creep, and dissatisfaction later. The most successful client relationships are built on clarity, documentation, and consistent communication from day one.

Pro tips

1. Set expectations in writing about what 'coverage' means—a four-line mention in a blog isn't equal to a feature interview, but both get counted as placements. Define your own measurement criteria early and share it with the client so there's no argument about results later.

2. Create a 'client approval checklist' for every campaign (statements, interview participation, social content, photos used). Get sign-off in writing, not verbally. This prevents the client from later claiming they didn't approve something or saying it doesn't represent them well.

3. Build a 30-day review point into every onboarding contract. After the first month, schedule a debrief call to discuss what's working, what's stalled, and whether the strategy needs adjustment. This is your chance to course-correct before the client gets frustrated.

4. Ask the client directly how they prefer to receive updates and how often. Some want daily Slack messages, others find that exhausting and prefer weekly emails. Document their preference and stick to it—over-communicating to the wrong personality type damages the relationship.

5. Keep a 'decisions log' as you onboard—every choice made about strategy, scope, or approach gets noted with the date and who approved it. When the client later says 'I didn't agree to that', you have a record. It also helps onboard new team members mid-campaign.

Frequently asked questions

How much of onboarding should happen before we start charging or sending pitches?

Ideally all of it—information gathering, asset collection, and expectation-setting should be complete before you send a single pitch. This typically takes 5–10 working days depending on client responsiveness. Rushing this stage means you'll be re-pitching to the same outlets because your messaging was wrong the first time, which looks worse than a slow start.

What happens if the client provides incomplete information or high-quality assets late?

Document what you've requested, when, and follow up weekly with a specific deadline. If launch is imminent and assets aren't ready, adjust the timeline in writing and explain to the client how this impacts coverage (e.g., nationals need 6 weeks lead time). Don't blame them, but make the trade-off visible.

Should we have them sign off on the strategy document, or is verbal agreement enough?

Always get it in writing—email confirmation of the onboarding summary is the minimum. If significant strategy decisions are made (target outlets, messaging angles, exclusivity clauses), ask them to formally approve the brief. This prevents 'we never agreed to that' conversations three months in.

How do we push back if a client wants scope additions that weren't in the contract?

Use the 'decisions log' and be friendly but firm. Say something like: 'That's a great idea—radio plugging is outside our original scope, but we can add it for an additional fee of X.' Document it in writing, get sign-off, and update the deliverables list. Never just absorb extra work and hope for a renewal.

What if the client's expectations about results are completely unrealistic?

Address it directly during expectation-setting, not after the campaign underperforms. Use real examples from similar artists, explain lead times and no-guarantees nature of coverage, and anchor expectations to activity metrics you control (pitches sent, meetings secured) rather than outcomes you don't (coverage secured). If they're still unrealistic, decide whether the client is right for your agency.

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