How to brief a PR agency

We always try to find out as much information about the client as possible so we can deliver the results they want, not just what we think they want. And the more information a client can give us the better, so don’t worry about being too detailed as agencies love a comprehensive brief.

A good brief saves time and money and leads to better results. Hopefully this article gives you some advice on how to effectively brief a PR agency. 

Tell us about you

When creating a public relations campaign, the more we know about your business, the more precise our PR ideas will be.

Any information including why your business was set up, challenges you face and where you would like to be in five years time will help us understand your business in more depth.

Who are you trying to reach?

Your PR campaign will be enhanced if there is a focussed attention so it’s important to define your target audience.

Think about your audience and who you are trying to reach. Is it a local or national audience? Consumers or trade press? Business owners or students?

The list is endless so it’s important to whittle this down so we can research the most appropriate media.

What does success look like?

PR isn’t just about gaining media coverage, it’s also about improving your reputation and raising your profile so be specific about what you want to achieve from PR.

For example, is it your objective to get a piece in The Sunday Times? Drive more traffic to your website? Or be recognised for your achievements by winning an award?

If an agency knows what you want to achieve then it’s much easier for them to create a campaign to ensure you get the results you are after.

What is your budget?

It’s important to be specific on budget so we can tailor our ideas accordingly.

The main problem we often face is being given no idea of budget. You wouldn’t go into a car showroom without knowing how much you want to spend on a car and it’s similar with PR.

PR agencies can do as much or as little as the client wants and there are so many different approaches and techniques that can be used depending on needs.

Extras such as photography and video will also play a part in budget allocation so if this is something you require, make sure it’s considered. And if you can do things in house then let us know as this will reduce costs.

Looking for more advice? The Public Relations Consultants Association (PRCA) has published a best practice guide to briefing communications agencies. Take a look here. Happy briefing!