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
- 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).