We require services to be itemized in HubSpot after the first stage of every pipeline. This is critical for clear financial models and revenue tracking.
For clarity and ease, we streamlined our work into 13 discrete service lines organized into four broad buckets: (1) Earned Media & PR, (2) Crisis, Advisory, and Public Affairs, (3) Marketing, and (4) Political.
When creating line items, it's important to use the Practice field to identify who is doing the work and use the Service Line field to identify what work is being sold.
This table outlines these Service Groups and Service Lines.
Service Group |
Service Line |
Definition |
Examples |
| Earned Media & PR | |||
| Earned Media & PR | Our bread and butter comms work consisting of traditional and digital public relations including earned visibility, media coverage, and reputation building. | Media relations, press announcements, executive visibility, ongoing PR retainers, general though leadership, media training, etc | |
| Crisis, Advisory, and Public Affairs | |||
| Crisis | Rapid-response communications support during reputational, legal, or operational crises. |
Crisis comms planning, reactive media response, issues management
|
|
| Advisory | Senior-level strategic counsel supporting leadership decision-making and positioning. |
Executive comms strategy, reputation advisory, board or C-suite counsel
|
|
| Transformation, Culture, & Talent | Work supporting organizational change, internal culture, and talent initiatives. |
Internal communications, change management, recruitment
|
|
| Public Affairs | Strategic communications and advocacy related to government and public policy. |
Legislative advocacy, government relations, coalition building
|
|
| Marketing | |||
| Strategic Insights | Research and analysis that inform marketing strategy and messaging. |
Audience research, market assessments, messaging frameworks, data & analysis
|
|
| Influencer | Programs leveraging creators or influencers to drive awareness or engagement. |
Influencer partnerships, creator campaigns, ambassador programs
|
|
| Experiential | Live (or virtual) experiences designed to engage audiences directly. |
Events, brand activations, dinners, pop-ups, experiential campaigns, product mailers
|
|
| Content & Creative | Creation of content and creative assets supporting campaigns or communications. |
Copywriting, design, video, editorial
|
|
| Paid Media | Strategy and execution of paid advertising across channels. |
Paid social, search, display, programmatic media
|
|
| Channels: Organic, Owned, & Social | Ongoing management of owned or shared marketing channels. |
Social media management, email programs, website content
|
|
| Brand Strategy | Development or evolution of a brand’s positioning, identity, and narrative foundation. |
Brand positioning, brand architecture, value proposition, rebrands
|
|
| Political | |||
| Political | Campaign or advocacy work tied to elections or political candidates. | Candidate campaigns, political communications, political direct mail, political video | |
Quick Reminders
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Service Line is required on every line item.
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You need to include a new line item for every Service Line.
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Service Group auto-populates based on the Service Line for reporting purposes and cannot be changed.
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Choose the Service Line based on what is being sold, not who is doing the work.