What a campaign report should tell you

A campaign report is your record of what was done on your behalf. It should let you understand the work, judge whether it was well directed, and decide what to do next. A good report is specific and honest, including about outreach that did not receive a response.

What was planned

The report should restate the agreed scope: the goals, the audiences, the channels, and the deliverables in your written proposal. This makes it easy to compare what was promised with what was delivered.

What was done

• The outlets, reviewers, institutions, or communities contacted, with dates.
• The materials used, such as pitches, press sheets, or discussion guides.
• Any changes to the plan during the campaign and the reasons for them.

What happened as a result

Responses should be listed clearly: confirmed reviews or features, requests for review copies, interview invitations, polite declines, and no response. Coverage should include links or references where available. A report should not present estimated reach or impressions as if they were sales or readership.

What remains open

Some coverage arrives weeks or months after a pitch. The report should list contacts who expressed interest but have not yet published, so that you can follow up or watch for coverage.

Recommendations for next steps

Finally, the report should offer practical recommendations based on what was learned. This might include outlets worth approaching again, changes to positioning or description, or channels to pause. You should be able to act on these recommendations yourself, whether or not you continue working with the same provider.

Questions to ask before you start

1. What will the report include, and when will I receive it?
2. Will I see the outreach list before contacts are made?
3. How will responses and declines be recorded?
4. Will I receive copies of pitches and materials?