Making Reputations That Make A Difference

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How to Write a PR Brief

30th July 2018

When it comes to delivering great PR, your campaign is only ever as good as your PR brief.  Just like every area of business how can you come up with a clear plan of action if you don’t know what you’re looking to achieve.

Preparing a PR campaign without clear objectives is like firing arrows in the dark.

The briefing stage is perhaps the most crucial and it’s worth taking the time to get it right. We’ve come up with our top tips to writing a fool proof public relations brief.

Steps to write a PR brief


1 – Background and current situation

When engaging any third party it’s useful to provide a detailed overview of the business, its vision and its brand identity. A PR campaign needs to be “on brand” and truly reflect the personality of the business, therefore it’s important an agency gets off on the right foot.

2 – What is the campaign objective…why PR?

It’s important to have a clear understanding of what you’re trying to achieve with the PR campaign.  Is it to raise awareness of a product or service or increase engagement and interest in a brand? Or do you want to change people’s perception of a brand that has had negative attention in the past? Each of these objectives requires a unique approach, so it’s best to have this laid out in black and white.

3 – What is the business objective?

Any PR campaign worth its weight should tie in with the overarching business objectives. For example, if a business objective is to achieve 50% market share, then the PR campaign should work to build customer preference in the brand over its competitors.  How is the campaign going to support the other marketing activity and sales functions?

4 – Who are your target audiences?

Knowing your target audience, their likes, dislikes and current perceptions, is crucial to the success of a campaign.  When creating a PR brief, some brands even go to the point of creating characters or pen portraits that represent each of their target audiences, to keep in mind when creating content – for example James Taylor, age 18, is in his first year of university, has a part time job at Super Dry and spends his spare time playing Fortnite. It might also be an idea to canvas the views of your target audience which can help you to predict how a campaign might be received.

5 – KPIs – what does success look like?

Success looks different to different people, so it’s important to know what the client’s expectations are at the outset. Sometimes these expectations can be completely unrealistic This will help you to spend your budget wisely so that your PR agency can work out the best way to report back on your results.

6 – Budget

There’s nothing worse than coming up with the best idea in the world, only to realise there’s no way to afford it within your budget. Know what you’re working with before you start the brainstorming process so you’re not promising something you can’t deliver.

If you’re working on a PR brief, looking for PR to support the launch of a new product or service, or simply to build momentum for your business, we’d love to hear from you on 0115 958 8850 or


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