What To Include In A PR Briefing Document
What To Include In A PR Briefing Document
By Lucy Harris, Intern at Kai Communications
PRs are often told by potential clients ‘I know what I don’t want, but I’m not sure what I do want’, which makes it rather hard for us PR’s! A PR brief is essential as it summarises and defines what you are trying to achieve in one document. By creating a brief you can clarify what has worked well in the past, or not so well, and things you want to improve on. Having clear objectives allows the PR agency to focus and position your brand for maximum impact and enables clear communication, productivity and effectiveness, and overall success.
So what should you include in your PR brief?
Company Overview – Begin by introducing your company, providing a clear understanding of who you are, your mission and vision, with the direction you are heading in. Highlight your key products and any USPs, and share any major milestones or background that gives context to your current position and your place in the market right now.
Objectives For Your Campaign – Be specific about what you want to achieve. Do you want to increase your brand awareness in specific markets or launch a new product or service? Do you want to be a centre for education and thought leadership? Or are you in need of a complete website design to reflect your growing brand? Clearly stating your goals helps agencies craft tailored proposals that align with your vision.
Scope of Work – Detail what you expect from the PR agency. You might be looking for media relations, event management, social media support, influencer engagement, or crisis management. Detail what is outside the scope of the work, clearly placing boundaries on the task at hand to streamline proposals.
Target Audience – Define your target audience and the type of media coverage you are looking for. What is the scale of the project? Do you have desired media channels or outlets in mind? Specify the tone and messaging you prefer so the agency can get inside your mind and align with your voice. Some agencies might have valuable previous experience with similar demographics or provide you with fresh ideas on targeting the right audience for you.
Budget and Timeline – Be upfront about your budget range and any timeline expectations within this. The more information an agency has allows them to create a more realistic proposal. Specify the duration of the project and any deadlines, including any important meetings or events that will occur as well, to allow the PR agency to structure their proposal accordingly.
Evaluation criteria – Let the PR agencies submitting proposals know how they will be assessed. You may be looking at relevant experience within your sector, creative and innovative ideas, team expertise, and measurable success metrics. By sharing this information agencies can focus on what matters most to you.
Competitors – Help agencies understand where you stand in relation to your competitors. Who are your main competitors in the market? Provide any insights into their PR efforts if you know any, and if there are any gaps in your positioning that they fill. By letting agencies in on how you sit in the market and how you view your competitors it can help them to position your brand effectively and differently in your sector.
The Right Fit – Outline your company culture and values to create a shared understanding of how you work. Detail your communication preferences, decision-making style, and core values to give an agency a complete picture of who they are working with. The more information an agency has up front the more efficient they will be. With all essential information in one place misunderstandings are reduced and your vision can be seamlessly transferred into the campaign.
Submission Guidelines – Make it as easy as possible for agencies to give you what you want by laying out a clear proposal deadline, required format, and additional materials you want included. This saves any back and forth after they have submitted, facilitating a transparent and communicative relationship that they will hope to continue.
Previous Experience – Additionally, you could ask for examples of previous work from the PR agency, perhaps past campaigns they had real success in or just other work they are proud of. Being able to see the quality of previous work and past wins for them can help you see if it aligns with the vision for your campaign. Getting an insight into other finished products of theirs can also fast-track the process of selecting an agency.
A well-crafted PR briefing document is your first step toward a successful partnership. By providing clear, detailed information you set the stage for agencies to showcase their capabilities and align their strategies with your goals. This isn’t just about hiring a service provider; it’s about finding a partner to amplify your brand and drive your business forward.
