How to brief a PR agency: updated for 2026 (UK). A good UK PR agency brief covers: specific business context (what you do, who you serve, where you are in the growth journey), commercial objectives (specific outcomes not vanity metrics), target audiences and publications, available spokespeople with their expertise, timeline with fixed dates, budget range, and any do-not-do-this constraints (competitors you will not mention, topics you will not comment on).
PR brief template in 2026
- Company overview (100 words): what you do, for whom, scale, key differentiators.
- Current situation (50 words): where you are in growth, recent milestones, challenges.
- Commercial objective: specific outcome you want PR to support (e.g. “close Series A in 120 days”, “10 enterprise enquiries per month”).
- Target audience: who you need to reach (investors, buyers, talent).
- Target publications: 10-15 publications where coverage would move your objectives.
- Available spokespeople: named individuals, their expertise, their availability.
- Timeline: campaign start, fixed moments, must-hit dates.
- Budget range: be transparent — agencies tailor approach to budget.
- Do-not-do-this: any constraints (sensitive topics, excluded competitors, legal restrictions).
- Success metrics: how you will measure whether this worked.
What a weak brief looks like
- “We want more press coverage.”
- “Get us in Forbes.”
- “As much reach as possible.”
- No budget indication (means the agency will price conservatively).
How to brief a PR agency: practical tips
- Write it down. A written brief, even two pages, avoids misunderstandings and lets several agencies respond on the same basis.
- Explain the why. Agencies produce better ideas when they understand the business problem behind the request.
- Share evidence. Customer data, research, past coverage and analytics help the agency find stories.
- Be honest about constraints. Regulatory limits, sensitive topics and internal approval processes affect what is possible.
- Give a realistic deadline. Allow time for a considered response, especially for a full proposal.
What to ask the agency after you brief them
- What would you prioritise in the first three months, and why?
- Which publications and journalists do you think are realistic for us?
- Who would work on the account day to day?
- How will you report on progress and results?
- What will you need from us to make this work?
Comparing responses
Judge agencies on their understanding of your business, the quality of their ideas and how honestly they discuss what is achievable, not only on price. Our guide on how to hire a PR agency covers the selection process in more detail.
FAQs
Should I brief several agencies at once?
Yes, two to four is common. Tell each agency they are part of a competitive process and give everyone the same information.
Should I pay agencies to pitch?
Some businesses offer a pitch fee for detailed creative work. Industry bodies such as the PRCA publish guidance on fair pitching practice.
