Briefing a PR Agency

Why briefing PR agencies is important and how to write a brief.

It’s always a good idea to brief the pr companies you are considering. This may seem obvious, but it is very common for businesses to provide the mere bare bones of a brief via a quick conversation or email.

But it’s in the best interests of your business and the agencies you are considering to think about what you need them to do if they are appointed. Here are some points to consider

Company background (including key management who will be involved in the PR)
Product/service information.
Customer profile (with examples)
Main competitors.
Objectives (overall business objectives and PR objectives)
Other marketing activities which will alongside the PR programme.
Details covering PR work you have in progress and/or previous PR coverage.
Budget (many organisations are reluctant to let agencies have budget details but it is actually much harder for them to provide an accurate proposal without a budget).

The extent to which businesses are able to provide these details will vary according to their experience of working with PR agencies and the media.

You can find more information about briefing PR agencies on the PRCA website