What should I include in a brief for a PR agency?
A PR agency brief should explain the business situation, audiences, communication objective, available evidence, spokesperson access, constraints and expected deliverables. Distinguish outcomes you want from outputs the agency can commit to producing. Independent editorial coverage is a decision made by the publication, not a guaranteed deliverable.
If the goal is to explain a new service to potential partners, describe what those partners misunderstand and what would count as progress. Ask the agency to show its story rationale, media relevance, preparation work, reporting method and fees. Compare proposals against the same brief rather than the longest list of media names.
A practical example
For a fictional platform launch, a brief should explain what is confirmed, which organisations may be named and who can approve quotes. Separate desired outcomes, such as relevant reporting about the platform’s purpose, from activities such as pitching and interview preparation. Ask the proposal to distinguish earned editorial work from any paid placement or sponsorship.
How to apply this
- State the communication problem and priority stakeholders.
- Provide verified facts, permitted evidence and known risks.
- Agree access to reviewers and spokespersons.
- Define deliverables, reporting, exclusions and fees.
What to watch for
Avoid using a guaranteed number of favourable articles as the only success condition. Editorial decisions belong to the outlet. Evaluate story relevance, message accuracy and what the work helps the audience understand, while recording activity and outcomes separately.
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