Why a simple pros and cons list is my go-to PR tool

In PR, I’ve realised that ideas are never the issue. There’s always another angle, another hook, another campaign we could run. The real challenge, and where the pressure really sits, is choosing the right one.

When working with our clients at Briscoe PR, one of the simplest tools I come back to time and time again is something that sounds almost too basic to matter: a pros and cons list.

It’s not particularly clever. It’s not groundbreaking. But for me, it’s become a bit of a decision-making hack, especially when I need to move quickly but still think strategically.

How it helps me slow down

PR moves fast, and I’m definitely someone who can get excited about an idea quickly. When something feels like it could land well, it’s tempting to just run with it. But I’ve learned that instinct alone isn’t enough.

Writing out a pros and cons list forces me to slow down just enough to properly think it through. It shifts my mindset from “Do I like this idea?” to “Where could this go wrong?”.

That one shift has probably saved me from more mistakes than I can count.

Spot problems early

One of the biggest reasons I rely on this is that it helps me catch potential issues before they become actual problems.

When I sit down and deliberately list the cons, things start to surface quite quickly:

• Could this be taken the wrong way?
• Is the timing risky?
• Are we missing a key audience perspective?
• Is there something operationally that just won’t work in practice?

In PR, small oversights can turn into big issues very quickly. This process helps me pressure-test ideas before they’re out in the world.

A crisis detector

I’ve started to think of this as an early-stage crisis check. If something feels slightly off while I’m writing the cons, it usually is, and I’d much rather spot that in a notes document than in a comment section or in the press.

It doesn’t mean I scrap the idea at all, but it does mean I can adapt it, tighten it, or prepare for any pushback ahead of time.

It helps me make informed decisions

There are so many moments in PR where you’re choosing between different directions,  whether that’s a bit of an ‘out there’ campaign vs a safer one, or reactive vs proactive ideas.

Having a pros and cons list in front of me makes those decisions feel a lot clearer and it also helps when explaining thinking internally or to clients. It’s much easier to stand behind a decision when you can clearly show:

• Why you’re doing something
• What you’ve considered
• And what the potential risks are

Not every PR decision will be perfect, and you can’t predict everything. But for me, taking the time to break an idea down into pros and cons is one of the simplest ways to sense-check whether it’s actually the right move.

And at Briscoe PR, that mindset runs through everything we do. When you’re our client, we don’t just run with ideas; we properly pressure-test them, challenge them, and refine them to make sure risks are minimal (if at all) and the opportunity is as strong as possible.

Because in PR, having that level of thought and care behind every decision is what makes the difference.

If you’re looking for that kind of strategic thinking behind your next campaign, we’d love to talk.