How to Brief a PR Agency in 2026

How to brief a PR agency in 2026

Public relations is still one of the most cost-effective ways to build brand awareness and credibility through third-party endorsements. Done well, automotive PR and Media Relations can shift perception faster than a lot of other channels, because it is someone else telling your story for you.

To work at its best, a clear set of guidelines, ambitions and goals between the client and an agency is essential from the outset for a mutually beneficial, long lasting relationship.

Below are a few pointers to set you on the right path.

Sector specialism

Before even meeting, or requesting a pitch proposal, it will pay dividends to research which agency is best suited for your business and your market.

For instance, Red Marlin specialises in automotive public relations, both business-to-business and business-to-consumer. Our industry knowledge and media contacts enable us to open doors on behalf of our clients to influential media outlets, which quite rightly, we would not expect to achieve in other areas.

Remember, sector specialism:

• Means the agency knows the right media people and relevant publications
• Means the agency understands the issues and can be up to speed faster

It is also worth checking the wider fit. Can they support the work around PR with Content Creation, Social Media or Videography if you need it?

Set objectives

From the very beginning, be as specific as possible about what you want to achieve, and make it clear what you see success as being.

For example, are you looking to increase general brand awareness, attract investment, build trust in a new product, or generate more relevant backlinks to your website for automotive SEO purposes? Do you want to appear in specific publications, or target a particular type of journalist and audience?

Key objectives to consider:

• Who is your target?
• What do you want them to know?
• What do you want them to think?
• What is PR success for you?
• What are the KPIs?

These are just a few examples when briefing a PR agency, but making it clear from the start will avoid confusion and future disappointment.

Time frames matter

If you are planning to launch a product, is there enough time for the agency to embark on its activities? The more time you allow, the more space there is to hone the message, build the press materials, and reach out to the right people before the big unveil.

If the activity is part of a wider push, for example a product launch supported by automotive Campaigns, Digital Advertising or an Events programme, align the timeline early so everything pulls in the same direction.

Also, if starting out on a more sustained campaign, agree what levels of coverage to expect over a certain period of time. Not just quantity, but what “good” looks like.

Set a budget

Be realistic in what you hope to achieve depending on your budget.

Be clear what the budget is and remember that the larger the budget, the more resources a PR agency can use on your behalf, whether that is the number of people working on the account, the amount of content produced, or the mix of tactics employed. If you are combining PR with Advertising or Email Marketing, spell that out early so the scope is clear.

Other factors

When briefing an agency, be ready to divulge other information which will help them perform to their best ability on your behalf.

This might include:

• Who is your competition? What are they doing well?
• What internal resources do you have within the business to support PR activity?
• Are there any internal processes and issues to adhere to (for example legal review, approvals, brand guidelines)?
• Have you previously employed a PR agency? If so, what worked well and what did not?

If credibility is a big part of the brief, mention it. The approach can change if you want to target speaking opportunities, partnerships, or Awards & Sponsorship alongside media coverage.

Ready for action

When everything has been agreed, it is vital to keep a constant flow of communication, whether that is via email, the phone or online.

This can allow you to keep the agency updated on any new developments, while giving the agency space to put forward new ideas, highlight successes and ask for feedback. Simple rhythms help: a short weekly check-in and a monthly performance review is usually enough to keep things moving without creating noise.

Should you be looking to appoint a PR agency that specialises in the automotive sector, send an email to hello@redmarlin.co.uk and we will be in touch.