You don’t get a second chance to make a first impression. That’s why first testing your message before you launch a PR campaign can help secure a strategy with its target audience. Message-testing research is complicated, expensive and worth every penny because the wrong message to the right people goes nowhere.

https://www.prweek.com/article/1231329/pr-technique-message-testing-launch-test-test-test-message-pr-pros-clients-dont-even-think-testing-messages-kick-off-pr-campaign-taking-time-paying