Doing (or not doing) your research can make or break your pitch, whether it’s for media, new business or even management.

Before you approach management about a new idea or suggestion you have for a client or even for the inner and outer workings of your own agency, you need to make sure you cross your “t”s and dot your “i”s.

As the old saying goes, people are apprehensive about change, whether it’s using a new media monitoring platform, setting new goals for the company blog, proposing client involvement at an event or award submission, throwing a curveball to wow the potential client during a new biz pitch or developing a social media strategy for a historically traditional client.

In the end, the question is this: is it worth it? Is it worth the time it will take for you and your colleagues to follow through? Is it worth the stress of changing schedules to fit this in? Is it worth the client’s money? Is it worth the risk of consequences if something goes wrong?

Just like when you’re pitching media, firm management is typically busy juggling both clients and staff, which means they don’t have time to follow a string of emails or chase tangents down a rabbit hole. So next time you stumble across what you think is a great idea or a better way of doing something, follow these three quick guidelines to make sure your approach is on target:

1.First, find out if interest exists then give the basics using the classic 5Ws of journalism: who, what, when, where and why?

Who is it regarding (client, competitors, media, consumers, businesses, colleagues, all of the above)?
What is happening (interview, briefing, event, cause, trending topic, etc)?
When does it take place (ongoing, hard deadlines, schedule of events, etc)?
Where will it happen (via phone or email or in person, if so, location)?
Why would this be a good opportunity?

2. Next, spend 10 more minutes doing a really quick search to find any background information on the subject. See if it is something that has been done before or if there’s something similar out there, and if so, see how long it’s been around. And if you really aim to impress, track down past articles about the subject and any coverage revolving about it now.

3. Lastly, give your opinion – it’s subjective, which means it’s never wrong! Is it worthwhile for the client and/or agency to get involved? If so how would they do this and why? Are there any opportunities to showcase the brand?

Have you ever proposed an idea and had it shot down because of a lack of research? How about a proposition that turned out a success?