How to write a killer brief

By 21st January 2020Agency, Public Relations

Agency Secret #1 Nail those objectives

It sounds obvious, but usually a PR brief just includes the PR objectives. What’s wrong with that? Well, if the agency doesn’t understand how PR fits into the bigger marketing and commercial picture it’s going to be near impossible for them to make a real impact.

Agency secret #2 Don’t skimp on the detail

If you have to put a Non-Disclosure Agreement in place to do this then do it. The detail behind why PR is so important to the brand or business now is vital for a brief.

Agency secret #3 Don’t be your own spin doctor

Starting off any relationship being honest is fundamental. Be upfront about a PR problem you have and the challenges the PR team will need to overcome.

Agency secret #4 Don’t be too prescriptive:

You’re employing a PR agency because they are experts in PR, right? So, you don’t need to be so prescriptive in how they execute the activity. This will almost certainly kill any creative thinking and value add they may deliver.

Agency secret #5 Set aside time

Developing a great response to a brief takes time – sorry, but that’s the truth. Rushing the process serves nobody’s interests – especially yours.

Agency secret #6 Don’t keep PR at an arms-length

PR isn’t transactional. To get the most out of a PR relationship there needs to be collaboration and that means that you need to be able to work together. And there is only one way to do that – meet face to face (or at the very least Skype to Skype).

Get to know the people you could potentially be collaborating with.

And ask to meet the team that would potentially be working on the account to be at this meeting – not just the agency hot shots sent out to solely win the brief then disappear when the contract is won.

Agency secret #7 Don’t be coy with budgets

This is a big one. It’s rare to see budgets in PR briefs. And that’s bonkers.

It’s this simple. A PR agency can’t respond to a brief if they don’t know what budget is available to spend.

And if our agency secret top tips don’t inspire you, just download the GLRPR A guide to writing a killer PR brief

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