Digital PR Campaign Brief Template

A short brief that aligns teams and prevents scattershot outreach.

Define objective and audience

State the objective in one sentence and name the audience you need to influence.

Clear objectives keep campaigns focused.

Develop the story angle

Build an angle that connects to real data, insight, or a timely event.

Strong angles earn coverage without excessive promotion.

Prepare assets

List the assets required: data, visuals, spokespersons, and a newsroom landing page.

Prepared assets reduce delays once outreach begins.

Plan measurement

Define success metrics such as coverage quality, link earning, and referral traffic.

Measurement should align with the campaign objective, not vanity metrics.