ResponseSource Blog

How to write a PR brief – latest whitepaper from DWPub

By Daryl Willcox

16th October 2013

Category: How to..., PR issues

How to write a PR brief whitepaperFor many people in public relations or marketing in-house the biggest decision they will face will be their choice of PR agency.

It’s a critical and possibly career-defining moment and the difference between success and failure – or the difference between an effective and long-term relationship with a PR agency rather than a difficult and short-lived one – can come down to how well prospective agencies are briefed right at the beginning of the selection process.

While there is a lot of general advice around on how to select an agency, there is surprisingly little on what should go into a brief, so we set out to do something about it with a new whitepaper entitled How to write a PR brief.

Written by independent PR consultant Scott McLean, the seven-page document examines how you will benefit from a thorough brief, how many agencies to brief, the best ways of briefing agencies and what ‘could’ go in a brief.

Accepting that “there is no single rightway to brief PR agencies”, Scott explains in the whitepaper that a comprehensive brief is critical. He says: “The agency you end up selecting is not simply a supplier but the custodian of your external reputation with the ability to provide genuine commercial value. Get it wrong and time, effort and your investment will be wasted.”

Download the whitepaper here.

Related articles

PR issues

Would you do PR for a 'broken' brand?

It happens to us all doesn't it - we get let down by a supplier and we get so frustrated we are tempted to moan on social media. It's not something I like to do myself, but on occasion it can feel lik[...] 11th July 2016
PR issues

PR census 2016 shows growth but pay gap remains

The PRCA launched the results of the 2016 PR Census last Friday which confirmed¬†there are more PR people than journalists in the UK. The number of people working in PR¬†has reached 83,000 and the¬[...] 13th June 2016
How to...

More ways journalists use ResponseSource you probably haven't thought of

Following on from our previous post Five ways journalists use ResponseSource you probably haven't thought of, here's a few more. Places to film or photograph an interview If you're looking for somew[...] 19th May 2016
New! Check out our Media Jobs board for PR and Journalism vacancies Learn more