How to effectively brief a PR agency

Effectively briefing your PR agency is one of the most important things you can do, whether it is for a pitch, or for a press release. You cannot expect your PR agency to be able to get the best results or create exactly what you’re after, if you haven’t provided them with all the relevant and needed information. The key thing to remember is, the more information a client can give, the better. So, do not worry about overloading your PR agency with too much unnecessary information, or going into too much detail, they love a comprehensive brief! It is their job to pick and use the information provided to the best of their ability and decide what is relevant and what is not. More problems are caused by too little information, rather than too much.

When I started working at Scribe, one of the most important things that Bob first taught me is to continue working with the ‘FIVE W’S’. The ‘FIVE W’S’ are probably something you got taught, or heard mentioned as early school but they are a simple yet effective way of making sure you always have the basic, yet vital information a brief will need.

In case you didn’t already know, the ‘FIVE W’S’ are:

  • Who?

  • What?

  • Where?

  • When?

  • Why?

Answering these five questions will not only massively help your PR agency, but also give you a good starting point to work from and expand on with what else needs to be included. At Scribe PR whenever something needs to be written for one of our clients we compose a list of questions ourselves. We have a briefing document that we then edit for each individual client and piece of writing. We find that this is an effective way of getting the best information in a speedy process, as more often than not, the PR agency know the right questions to ask.

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