Build the PR brief before you pay anyone.
Answer eight decisions. You will get a practical brief, the scope that fits it, and a straight answer if PR is not the best use of the budget yet.
This is a planning tool, not a promise of coverage or business results. Editorial decisions belong to publications.
A useful PR brief starts with the business problem.
Coverage can support credibility, awareness, a launch, investor conversations or a programme milestone. The right scope depends on which problem needs solving, who needs to hear the story, and what evidence exists to support it.
If the only goal is immediate sales, PR is usually a blunt instrument. If the story cannot be substantiated, the first job is to fix the proof. A straight answer here is cheaper than learning it after a retainer starts.
Send the same brief to every agency.
Compare the strategy, scope, markets, account leadership, reporting and fee against the same facts. Read how to choose a PR agency in the Philippines and whether a retainer or launch project fits.