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The Importance of Discovery in the Public Relations Process

Whenever I start with a new client, the very first thing I do is go on a discovery mission.


No matter how many meetings, no matter how many things I hear from the management team or the founders, as a rule, I find that I get my best results in doing discovery work.

Much like a lawyer, a doctor, or an architect, I simply cannot – or rather will not,  come up with some big idea or grand strategy until I find out what I am really working with and who I am going to be working with.

It’s from discovery that I can help tap into  the real humanity of what’s inside the company I am going to be working with.

Even with small startup teams, I often find the best gems that become big stories come from the discovery process.

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