For 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.”