In the world of PR, agencies are a dime a dozen. But how many can really deliver what your company needs without wasting your time or your budget? The secret lies in your PR brief. True, no one, not the agency, or the client, ever looks back at it - but it’s still the single most valuable instrument you have at your disposal to save time in the selection process.

Here's how to create one that cuts through the noise and attracts agencies worth your time.

Ditch the fluff, choose specificity 

Generic briefs get generic responses. You want to weed out the pretenders? Get specific about your industry challenges, target audience, and unique selling propositions. Force agencies to demonstrate their expertise in your specific field, and to react smartly to clearly defined objectives.

Demand innovation

Agencies are sadly lagging behind the AI wave, still charging hundreds of £ per hour when what used to take a day can now take an hour using the right tools. Those who do use them often pretend to be more “tech-advanced” than they are. So ask pointed questions about their tech stack, proprietary software, and how they're leveraging AI, explicitly. Separate the true innovators from the ChatGPT resellers and from those who haven’t even bothered.

Show your hand on budget

Transparency about your budget range isn't a weakness— especially as expectations are almost always mismatched from both ends. Giving a clear budget forces agencies to get creative within constraints and reveals their true value proposition. It removes room for agencies to think they’ll be able to squeeze more out of you in the long term and sets real expectations about the type of client you will be for them. Plus, it saves a hell of a lot of time in the selection process.

Challenge the existing models

Ask agencies how they're disrupting traditional PR models. Are they still billing by the hour, or have they moved to output-based pricing? How has AI impacted their team structure and service delivery? How are their client teams structured? Can they resource smartly, using a small team with a modular approach, so that you don’t pay for everyone’s time, all of the time? 

Demand clear, modern deliverables

Vague promises are out. Your brief should explicitly outline the deliverables you expect, forcing agencies to prove they can walk the talk. Demand specifics: quantifiable metrics like coverage hits, website traffic, backlinks, brand awareness, rather than unrealistic “impressions”, “reach” or “readership figures”. Set clear timelines for results and progress measurements. Set metrics against efficiency: if they are billing by the hour, set journalist response rate targets and coverage quality metrics, so that they are accountable for improving the ROI you get on their time. By being this specific, you'll quickly separate agencies that can deliver from those that overpromise and underdeliver. 

Subtly invite disruption

Leave room for agencies to challenge your assumptions, and see which ones take the chance to do so. The best partners won't just nod along—they'll push back and offer fresh, honest opinions on both your communications strategy and your expectations. 

Most PR briefs we see are very very similar to each other, and the responses often create a lot of work for their author. By setting high standards and asking tough questions upfront, you'll not only save time, you’ll also make the brief work as the first selection tool, attracting agencies that are *actually* equipped to deliver results tailored to your objectives.

You can download our free PR Agency Brief template here.