You might be putting your business out to pitch. Or you might already know which agency you want to work with. Either way, you need to know how to brief your PR agency.
A good PR brief will detail what you’re trying to achieve as a business, and your marketing goals. It’ll outline your market position, USPs, your key audiences and your competitors. It’ll cover off practical things such as your other marketing activity, the internal resources you have and the external support you need. And the brief will also be an opportunity to establish what success will look like for you – the KPIs.
If you aren’t prepared to provide this level of insight, you can’t expect a PR agency to deliver the results you need.