How to brief a PR agency

Public Relations (PR) plays a vital role in the design sector and knowing how to brief a PR agency is crucial for leveraging the power of effective communication and strategic planning. Whether you are a design studio, a product designer, or a design-focused brand, effective PR can help you build a strong reputation, attract new clients, and stand out in a competitive market.

We are lucky enough to receive some amazing briefs, ones that challenge our thinking and test our knowledge! However, to ensure you get the best response from the agency or agencies you approach, it all comes from the quality (and quantity!) of information you can give us and how comprehensive a brief you can share.

We have previously looked at WHY you should consider a communications partner but we thought it might be helpful to look at the HOW to brief a PR agency effectively. What can you tell us to make sure we provide you with a suggested roadmap for your brand?

Define your objectives

Before briefing your PR agency, it's essential to have a clear understanding of your objectives. Are you looking to increase brand awareness, launch a new product, or establish your design studio as an industry leader? Identifying specific goals will help your agency tailor their efforts to your needs.

It’s important to understand that whilst PR can build brand awareness, attract new clients and increase leads, it is not the sole driver for new business. So when developing your objectives, make sure you have other elements of your marketing plans working too - are you digital marketing activities established for example? Is your social media reflective of your objectives and brand? Do you have a robust email marketing strategy in place? And what about your website? Is that in good shape to be driving people towards?

Research and select the right PR Agency

In the design sector, choosing the right PR agency is crucial. Look for agencies that have experience working with design-related businesses and have a strong track record of delivering results. Take the time to review their past projects and client testimonials to ensure they are a good fit for your needs.

From individuals to boutique agencies such as Sandford and right up to larger agencies too, which type of agency feels like the right fit for you and your business? Ultimately, the people you select need to be able to not only deliver against your objectives but also work as an extension of your team. Creating successful PR campaigns requires a collaborative effort and strong foundations to your relationships are vital for success.

Understand your target audience

Effective PR campaigns are built on a deep understanding of your target audience. Make sure you are able to share detailed information about your ideal clients, including their demographics, interests, and perhaps even the publications they read. The more your PR agency knows about your audience, the better it can tailor their efforts to reach them.

Understanding their pain points, interests and motivations can help produce much better results when it comes to PR campaigns. At Sandford, we make sure they are an integral part of our upfront strategy, working closely with clients to shape them but it’s important for businesses to have an idea and understanding of who they are aspiring to reach with any PR activities.

Take a look at our article on your target audience and why they are important here.

Clearly define your Unique Selling Points

In the design sector, competition is fierce. To stand out, you need to clearly articulate what sets you apart from the rest. Share your unique selling points (USPs) with your PR agency, including your design philosophy, design process, and any awards or accolades you've received.

In today’s crowded market, having a good body of work or a beautifully designed product, is often not enough to make you stand out with journalists and publications. Why should people want to know about you above all others?

Provide comprehensive brand information

To effectively promote your design business, your PR agency will need to have a deep understanding of your brand. Provide them with information about your brand's history, values, and mission. Share any branding guidelines and materials that they can use to maintain a consistent brand image in their PR efforts.

Photography is vitally important with design press so make sure you have a clear idea of the assets you have, the quality of these assets and which have already been extensively used. Are there projects you are working on that are due to finish soon? They may have potential to be of interest to journalists with their keen eye for excellence in design.

Collaborate on story ideas

PR agencies thrive on compelling stories. Collaborate with your agency to brainstorm story ideas that will resonate with your target audience. These could include case studies, design trends, behind-the-scenes glimpses, or personal profiles of your team members.

Again, case studies are vital and will allow you to tell the story of your brand in more depth than just the photography. Do you have testimonials, quotes or interviews that could support your story?

Budget and timelines

Discuss your budget and timeline with your PR agency. Be transparent about what you can invest in PR services and set realistic expectations for the duration of the campaign. A well-defined budget and timeline will help your agency plan and execute effective PR strategies.

Understanding the main deadlines you are working to (if any) can help a PR agency to prioritise its work and ensure a steady flow of activity.

Measurement and Reporting

Establish clear key performance indicators (KPIs) for your PR campaign. Whether it's media coverage, website traffic, social media engagement, or lead generation, make sure your agency knows what success looks like for you. Regular reporting and analysis of results will help fine-tune your PR efforts and at Sandford, reflecting and refining our activities each month is an important part of what we do.

Open communication

Maintain open and regular communication with your PR agency. Encourage them to keep you informed about their progress and any challenges they encounter. The more you collaborate, the better the chances of achieving your PR objectives.

Regular monthly meetings, ideally face-to-face will help you to build strong relationships and feel that everyone is pulling in the same direction. There may be nuggets of information that could prove essential in a story. Site visits are great for your PR agency to better understand you and your work - from factory tours to project visits, they all help build that narrative.

Evaluate and adjust

Periodically assess the effectiveness of your PR efforts. If something isn't working as expected, be open to adjustments and refinements. The design sector and media landscape is constantly evolving, and your PR strategy should adapt accordingly.

In the dynamic world of design, an effective PR strategy can make all the difference in reaching your audience and growing your business. By providing your PR agency with a thorough and well-considered brief, you can set the stage for a successful partnership that enhances your brand's visibility and reputation in the design sector.