Testimonial Request Sequence for PR Agencies Email Guide
Why Testimonial Request Sequence Emails Fail for PR Agencies (And How to Fix Them)
Your most successful client just landed a major feature, thanks to your agency. But what happens next?
Many PR agencies pour immense resources into delivering stellar media placements, effective campaigns, or crisis resolutions. Yet, the critical step of capturing that success as a public endorsement often falls by the wayside, leaving valuable social proof on the table.
You've probably noticed that new prospects often seek external validation before committing to a partnership. Authentic client testimonials aren't just feel-good anecdotes.
They are potent conversion tools, building trust and credibility with prospective clients who are evaluating your solutions. They transform curious prospects into confident leads, providing the third-party validation that speaks louder than any sales pitch.
A well-crafted testimonial request sequence ensures you consistently gather these crucial endorsements, turning every success into future business. Below are battle-tested templates designed to make that process effortless, transforming your client wins into powerful agency growth.
The Complete 3-Email Testimonial Request Sequence for PR Agencies
As a pr agency, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Check-in
Ask how things are going and gauge satisfaction
Hi [First Name],
It's been a few weeks since we wrapped up our work on [PROJECT NAME], and I wanted to check in. How are things going on your end?
Are you seeing the impact we discussed? We were really pleased with the way [specific positive outcome, e.g., the media placements landed, the crisis was managed, the product launch went].
Your success is our primary focus, and hearing how our efforts have supported your goals is always invaluable. We're constantly refining our solutions, and your candid feedback helps us do that.
If there's anything else we can do for you, please don't hesitate to reach out. We're always here to support your ongoing PR needs.
Best, [YOUR NAME]
This email uses the principle of reciprocity and a low-friction approach. By genuinely checking in and offering further support, you build goodwill without an immediate ask. It also primes the client to think about the positive outcomes of your work, making the subsequent testimonial request feel more natural and less transactional. The open-ended questions encourage a thoughtful, positive response.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
Following up on our recent success with [PROJECT NAME], we were so proud of [specific positive outcome, e.g., securing the feature in Forbes, handling the recent challenge, achieving the product buzz]. Your partnership means a great deal to us, and we're always looking for ways to share the impact of our work with others who might benefit from similar solutions.
Would you be willing to share a brief testimonial about your experience working with us? To make it easy, here are a few prompts you could consider: • What challenge were you facing before you engaged our agency? • What specific results did we help you achieve? • Who would you recommend our services to, and why?
Even a few sentences would be incredibly helpful. If it's easier, I'm happy to draft something for your review based on our conversations.
Best, [YOUR NAME]
This email uses the concept of 'social proof' by clearly stating the value of their endorsement. By referencing a specific positive outcome, you remind them of their success. The key is reducing friction: providing clear, easy-to-answer prompts lowers the cognitive load for the client, making the task feel less daunting. Offering to draft the testimonial further removes barriers, making 'yes' the easiest answer.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
I wanted to gently follow up on my previous email regarding a testimonial. I know how busy your schedule can get, and things often get buried.
We genuinely value your perspective on our work together on [PROJECT NAME] and believe your experience could be incredibly valuable to other organizations facing similar PR challenges. Remember, even a quick thought on what you appreciated most or the key results we delivered would be perfect.
I'm also still happy to put together a draft for your quick review, if that's easier for you. No pressure at all, but if you do have a moment, we'd be very grateful for your insights.
Just reply to this email when you have a moment.
Best, [YOUR NAME]
This 'gentle nudge' employs the principle of consistency and a low-pressure approach. By acknowledging their busy schedule, you demonstrate empathy rather than being demanding. Re-emphasizing the ease of the request (even a quick thought, offering a draft) further reduces perceived effort. The phrase 'no pressure at all' paradoxically makes the request feel less intrusive, often increasing the likelihood of a response as it removes the psychological burden of feeling obligated.
4 Testimonial Request Sequence Mistakes PR Agencies Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting until a project is completely finished and months later to ask for a testimonial, making the client recall specifics. | Requesting feedback and testimonials at key milestones or immediately after a major win while the positive experience is fresh. |
✕ Making the testimonial request a long, open-ended essay prompt, requiring significant time and effort from the client. | Providing specific, easy-to-answer prompts or offering to draft a testimonial based on their feedback for their quick review. |
✕ Only asking for general feedback, rather than focusing on quantifiable results or specific pain points solved by your agency. | Guiding the client to highlight the 'before and after', the challenge they faced and the specific, measurable results you delivered. |
✕ Sending a generic, templated testimonial request that doesn't reference their specific project or successes. | Personalizing each request by mentioning the client's name, their specific project, and the unique positive outcomes achieved together. |
Testimonial Request Sequence Timing Guide for PR Agencies
When you send matters as much as what you send.
The Check-in
Ask how things are going and gauge satisfaction
The Request
Ask for a testimonial with specific, easy prompts
The Gentle Nudge
Follow up with those who have not responded
Send after a win, project completion, or positive feedback.
Customize Testimonial Request Sequence for Your PR Agency Specialty
Adapt these templates for your specific industry.
Media Relations Agencies
- Focus on securing testimonials that highlight specific, high-tier media placements and the resulting brand visibility or thought leadership. Ask 'Which publication or interview had the biggest impact for you?'
- Encourage clients to discuss how your agency identified unique angles or bypassed traditional gatekeepers to land coverage that truly moved the needle.
- Request testimonials that emphasize your team's ability to craft compelling narratives and secure interviews, not just distribute press releases.
Crisis PR Agencies
- Seek testimonials that underscore your agency's rapid response, strategic counsel, and ability to protect or restore reputation during a challenging time. Ask 'How did our swift action mitigate potential damage?'
- Encourage clients to articulate the relief they felt and the clear guidance they received during high-pressure situations.
- Highlight your team's discretion and ability to manage sensitive information, ensuring the client feels secure in their endorsement.
Tech PR Agencies
- Gather testimonials that showcase your agency's deep understanding of complex technology and its ability to translate technical features into compelling market narratives.
- Ask clients to speak to the impact of your work on product launches, securing analyst coverage, or improving market positioning against competitors.
- Focus on endorsements that validate your team's strategic insights, ability to secure coverage in key industry publications, and influence among tech media.
Lifestyle PR Agencies
- Request testimonials that emphasize your agency's creativity in storytelling, successful influencer collaborations, and ability to connect with target consumer audiences.
- Encourage clients to share how your campaigns elevated brand perception, drove consumer engagement, or successfully launched new products into the lifestyle market.
- Seek endorsements that highlight your team's ability to understand brand essence and translate it into authentic, aspirational media coverage and partnerships.
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