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Part of How to brief a PR agency: UK template for brands
How to brief a PR agency: UK template for brands
Use this UK PR agency brief template to set objectives, budget, data rules and onboarding in one page, with CIPR-aligned checks before you send it.
What to take away
- A PR brief is a decision record, not a wish list. State the business outcome, the deadline and the person who can approve spend.
- Keep the core brief to one page plus attachments. The page carries objectives, audience, message, budget and measures.
- Set data and content rights before onboarding. Name the lawful basis, the processor terms and who owns the output.
- Ask each agency to price the same brief on one basis so you can compare fees, media costs and third-party charges.
- Add a stop rule. If the agency cannot meet the decision date or evidence the claims, the brief does not proceed.
Start with the decision, not the document
Write down the decision the brief must support. It might be entering a new region, launching a service or answering a reputational question. A PR agency needs the business choice, not a list of tactics.
Name the decision owner, the budget holder and the date approval is needed. If the board reviews spend on a fixed cycle, say so. Agencies can then shape a plan that fits the calendar rather than guessing.
For UK briefs, align language with the Chartered Institute of Public Relations code of conduct. State that the agency must not mislead, must correct errors and must keep client confidentiality.
State the geography early. A brief for England, Scotland, Wales or Northern Ireland may need different media, language and legal checks. Say which nations the work covers.
Build the brief on one fixed spine
Use the same sections for every agency you approach. That makes responses comparable and reduces the chance of a polished pitch hiding a gap. The table below is a working spine.
One-page PR agency brief spine
- Objectivesdecision, outcome, date
- Audiencegroups, location, language
- Messagetwo or three proof points
- Scopeservices, channels, exclusions
- Budgetapproved range and cost lines
- Measuresoutputs, outcomes, review points
- Riskslegal, data, reputational, exit
| Section | What to write | Evidence to attach |
|---|---|---|
| Objectives | The decision, outcome and date | Board note or project plan |
| Audience | Priority groups, location and language | Existing research or sales data |
| Message | Two or three proof points | Source for each claim |
| Scope | Services, channels and exclusions | Previous agency scope |
| Budget | Approved range and cost lines | Finance approval |
| Measures | Outputs, outcomes and review points | Baseline data |
| Risks | Legal, data, reputational and exit | Contract or policy notes |
The UK advertising codes apply to PR material that counts as advertising. Write into the brief that claims need evidence before release, and cite the CAP advertising codes where relevant.
List exclusions in plain words. If you do not want a media tour, a paid campaign or a launch event, say so. Exclusions stop the agency costing work you will reject.
Put a price on the brief before it goes out
Ask for costs in the same structure: strategy, media relations, content, events, tools and third-party disbursements. A single blended fee hides the parts that may change.
Costing the brief before it goes out
- Ask for costs in one fixed structure
- State payment terms inside the brief
- Set a not-to-exceed figure
- Apply a written change control rule
- Name the account lead and reporting slot
- Say how much client time you can give
State the payment terms in the brief, not in later negotiation. Monthly fees, milestone payments and expenses should follow the same approval route.
Set a not-to-exceed figure and a change control rule. If the agency proposes extra activity, it should give a written estimate before doing the work. This matches normal procurement practice.
Ask for a named account lead and a weekly or fortnightly reporting slot. Time is a cost line in agency work, so the brief should say how much client time you can give.
Before you compare fees, read PR agency contract terms UK so the brief and the contract use the same definitions.
Agree onboarding, data and content rights
Onboarding is where a good brief becomes a workable relationship. Name the day-one contacts, the shared folder, the reporting rhythm and the escalation route. Include the agency's account team and their named roles. Keep that list current when staff change.
Data protection terms belong in the brief when the agency handles contacts, journalists or customer lists. Use the ICO GDPR guidance to frame processor obligations and subject rights.
Copyright and trade mark ownership should be settled at the start. Say whether the agency assigns rights or licenses them, and what happens on termination. The Copyright, Designs and Patents Act 1988 is the starting point.
Add a short internal link to questions to ask a PR agency before you sign, covering team changes, measurement and exit. That keeps the briefing conversation commercial rather than personal.
Common questions
How long should a PR brief be?
One page for the core brief, with attachments for research, legal notes and budget. The table above can hold the standard sections.
Who should write the PR brief?
The person who owns the business decision should write it, with input from communications, legal and finance. Avoid handing the whole task to the agency you are assessing.
What should a PR brief include about budget?
Give an approved range, a not-to-exceed figure and a list of costs you expect. Ask the agency to break out fees, media costs and expenses.
How do we compare agency responses?
Score each response against the same brief and the same evidence. Record gaps, assumptions and extra costs rather than relying on the pitch.
