How To Brief A PR Agency To Get What You Want | Public Relations | PR Campaign | Marketing


Briefing A PR Agency Like A Boss

So you’ve decided to start a public relations campaign? Today you will discover how to effectively communicate your goals and ideas to your public relations firm and how to write the perfect public relations brief for your upcoming firm. If you read until the end, you and anybody helping you with public relations will save a lot of time, money, and heartburn. This education PR article will boost your communication results by a factor of ten. Even if your company’s public relations and communications are handled internally by a marketing team. Here’s how to put together the ideal “brief,” or in layman’s terms, the whole information bundle, for your upcoming public relations firm or internal communications team.

How to brief PR Agency

Beginners Guide To Creating The Ideal Brief

  1. Start With Your Company’s Background

Make sure to devote a few words to an introduction to your organization at the beginning of your brief. We suggest that you include the most up-to-date vital company information, such as your current market position, competitor analysis, top clients, service region, services offered, and USPs. Simply put, you must build a fact sheet for your organization that will be useful to anyone who wishes to learn more about it.

A brief summary of your company’s primary services and mission might provide plenty of information for the PR agency to work with. This will speed up the process by ensuring that both teams are on the same page from the start, allowing the agency to present initial concepts based on reinforcing your key messages.

  1. Objectives and Goals

Because public relations involves a wide range of tasks, it’s critical to establish your KPIs and performance criteria early on. What are your PR goals? Are you looking for a way to get your name out there? Leads? Is it time for a new brand identity or do you want to increase organic web traffic? Perhaps you should be writing opinion pieces for major trade publications or repairing your reputation after a previous crisis? Exactly what sort of content would pique the interest of your target audience? Etc.

PR Gold

Assume you are a patient seeing a doctor.

When you come into the clinic, you tell the doctor, “Just make me feel great!”

That’s how most clients approach a public relations firm! “Just make me famous!” says the client.

Instead, include specific information in your requirements document.

A brief should specify the type of coverage you want to attain, as this will guide all of the agency’s communications efforts. Knowing this is beneficial because PR firms may adjust their campaign messages and engagement goals accordingly.

  1. Research and Measurement

A competent public relations partner would constantly inquire about previous PR connections and projects. It necessitates that you respond honestly about how things went for you. You must devote some time to education news and to studying and compiling a list of suitable PR firms. Don’t just go after the big names; find people who are specialists in your industry sector and are within your budget.

Success Should Be SMART

Success should be Smart

To guarantee that the campaign is transparent from start to finish, it’s critical to include KPIs and success measurements in the PR brief right on. To you, as a client, what does success mean? What will you use to gauge your success? Be realistic about your goals, and ask your agency for measurable methods and KPIs to demonstrate ROI. You can learn what succeeded and what didn’t in previous efforts by looking back. Measuring and reporting should be a top focus for a long-term engagement between a brand and a public relations agency.

  1. Timing and Budget

Any project’s performance should be evaluated against a pre-determined timeline.

It’s worth mentioning-

-How much time do you need to deliver the prerequisite on your end?

-How much time should the partner agency devote to preparing their proposal and public relations pitch?

If you have precise instructions on the campaign start date, critical timings, and milestones, it helps a PR agency plan and assembles resources for the project. A well-defined timeframe is always welcomed because it ensures that campaigns are delivered on time.


For a PR agency to grasp your business objectives and design strategies for them, it’s critical to have a clear indication of your PR budget. Some companies prefer not to specify a budget because they need to see what an agency comes up with. With most forms of marketing, the sky’s the limit, and public relations is no different. Giving a PR agency your budget, or at least a ballpark estimate, is extremely beneficial so that they can best advise you and develop a plan that you can sign off on. In your PR brief, provide a budget, or at the very least a range.

Briefing Done The Right Way To Yield The Best Results

Prospective PR agencies will be able to customize their pitches and ideas to your company’s specific needs from the start if you follow these procedures. This education news will also help establish a connection with your agency, ensure that they understand what you’re looking for, and allow them to ask questions.

For more helpful ideas, engaging tales, and insights on a variety of topics, visit Atharva Marcom’s Youtube Channel. Atharva Marcom also provides three types of targeted and effective public relations initiatives, which you may learn more about by watching our YouTube videos which talk in detail about the process. Don’t forget to subscribe and return to learn more about this and other fascinating topics.

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