How to write an effective PR brief

October 14, 2016 10:10 pm Published by

When looking for a PR agency it’s important not to underestimate the power of a detailed brief.

A PR brief is your opportunity to explain to an agency exactly what it is you’re looking for – from the customers you want to reach to the message you want to communicate.

A clear briefing document will also save you and any shortlisted agencies a lot of time and effort in the long run. Here are top six things any good PR brief should incorporate.

Explain who you are

It might sound obvious but the more an agency knows about you and your brand, the more tailored support they can offer you. It helps to know when your business was set up, where you would like to be in a year’s time and any challenges you face. It’s also a chance to explain why you’ve decided to recruit an agency – this might be a recent period of growth you want to maximise or the launch of a new product or service.

Define your messaging

What do you want to say? It’s important you clarify exactly what you want to communicate through you public relations messages and what you want people to take from your campaign. This is also something a PR agency can help fine-tune for you.

 Outline your audience

Who are you trying to reach? Is it a local or national audience? Consumers, business-owners, students or investors? Do you have a primary and secondary audience? Audiences can be segmented in an endless number of ways, so it’s import your PR agency is appropriately primed to help you grow brand awareness.

 Show what success means to you

Defining clear and measurable key point indicators (KPIs) in the brief lets agencies know what they need to achieve to meet your expectations. This can be defined in terms of volume or types of coverage. It’s important to remember that PR isn’t just about gaining media coverage. Success indicators could include establishing your brand’s position within a specific sector, driving referrals and traffic to your site or raising your profile with key influencers. A good PR agency should also be flexible to suit your measure needs.

 Set a budget

If you don’t want to limit an agency’s room for creativity you can set a budget range, with an additional ‘project scope’. This way you can test the boundaries of what’s possible on your budget, without ending up disappointed when those big ideas floated in the pitch turn out to be unachievable on your budget.

Clarify next steps

Are you looking for agencies to deliver a creative pitch? Submit a written proposal? Or alternatively, some businesses just prefer a chat to share ideas and get a feel for an agency’s style. It’s important to guide an agency on how you like to work and what you expect of them next.




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This post was written by Fugu PR