How to use a checklist to do better PR
what's the main story? does the content map to the business intent? have you utilized the insights and research available to you in the course of writing? how is this piece fitting in the content toolkit you're making available to customers? have you compared notes with all sources? how is the piece fitting to the editorial calendar of the people in your outreach program? is your language approachable? Have you taken the opportunity to simplify/educate? do you have the right people/quotes in the piece, and is everyone's name spelled correctly?