Templates
Digital PR brand brief template
Capture the organisation, products, audiences, subjects, spokespeople, evidence, customer proof, existing coverage, competitors, exclusions, approval rules and reporting needs in one reusable brief.
A strong brand brief gives every campaign the same dependable starting point. Complete the sections that apply, remove what does not and link material claims to evidence your organisation can support.
Do not use this document to collect speculative claims. Keep ideas and suggested angles separate from approved company information.
1. Organisation
Core identity and approved descriptions.
- Brand name; legal or registered name, if different
- Primary website; headquarters or main market; other markets and locations
- Year founded; business model
- Primary media contact; public contact details approved for use
- One-sentence description; 50-word description; 100-word boilerplate
- Words or descriptions that must not be used
2. Products and services
Complete this section for each product, service or location that may appear in a campaign.
- Name; category; what it does
- Intended customer; main use cases; markets where it is available
- Pricing information approved for publication; product or service URL
- Material limitations or eligibility rules
- Claims that require additional approval
3. Audiences and buying situations
Describe who the work should influence.
- Primary customer groups; roles involved in the decision
- Industries; company sizes; locations
- Problems the customer is trying to solve; events that create urgency
- Questions customers ask before choosing
- Publications, podcasts and events the audience uses
- Audiences that are not a priority
4. Subjects the brand wants to own
List the subjects on which the organisation wants to become a useful and credible source.
- Subject; why the brand has authority
- Approved evidence; available spokesperson
- Relevant audience
- Sensitive or excluded angles
5. Spokespeople
Complete a separate record for each approved spokesperson.
- Full name; job title; approved short biography
- Areas of direct expertise; evidence of experience
- Subjects they can discuss; subjects they cannot discuss
- Markets or languages; available formats such as written comment, interview, podcast or speaking
- Approval requirements; current availability
- Approved photograph and profile links
6. Evidence and proof points
Every material claim should identify its source and permitted use.
Evidence can include original research, product data, customer results cleared for publication, public records, audited information and direct professional experience.
- Claim or finding; source; methodology or context; date range; owner
- Approved for external use: yes or no; attribution required
- Markets where it may be used; expiry or review condition
- Supporting URL or file
7. Customer evidence
Permission comes before publication.
Do not assume that a commercial relationship permits public use of a name, logo or result.
- Customer name; permission to name the customer
- Approved quotation; approved result; timeframe and baseline
- Supporting evidence; logo use permitted
- Restrictions or expiry
8. Company news and planned moments
Record what may become a legitimate campaign.
Include launches, research, partnerships, appointments, funding, expansion, policy changes, events and other developments.
- Announcement; expected publication date; embargo or confidentiality status
- Approved facts; quotations; supporting assets
- Relevant audiences; reviewers; publication restrictions
9. Existing source footprint
Know what already exists before building more.
- Earned media coverage; listicle and comparison placements; independent reviews
- Business and industry listings; local citations
- Podcast and event appearances; partner, association and accreditation pages
- Hosted releases and primary source pages
- Important inaccurate or outdated references
10. Competitors and comparison set
Competitors help identify relevant sources and category language.
Their presence does not automatically make a page appropriate for the brand.
- Direct competitors; alternative approaches customers consider; category leaders
- Competitors that must not be named
- Factual differences approved for comparison; claims that must not be made
11. Campaign goals
Separate activity from responses and verified outcomes.
- Primary business or communication goal; audience to influence; subject or category
- Desired outcomes; useful leading indicators
- Activities that do not count as success
- Campaign timeframe; budget or product-access constraints
12. Exclusions and safeguards
Record the limits before any campaign runs.
- Publications or domains to exclude; topics to exclude
- Claims requiring specialist approval; regulated or sensitive terms; confidential information
- Geographic restrictions; competitor restrictions
- Maximum contact or follow-up limits; sender restrictions
- Forms or actions that must remain manual
13. Approval model
Make accountability explicit.
- Campaign owner; brand approver; specialist reviewer where required
- Actions that always require human approval; actions permitted within approved rules
- Conditions that return a campaign to review
- People authorised to publish a press release
- People authorised to approve samples, payments or contractual terms
14. Measurement and reporting
Agree what will be reported and how.
- Opportunity types to report; activity metrics; response metrics; outcome metrics
- Search data source; referral data source
- AI-visibility questions and systems; attribution notes required
- Reporting recipients
Brand brief review checklist
Before the brief becomes active, confirm:
- Every spokesperson has approved their biography and subjects
- Material claims have evidence and permitted-use notes
- Customer names, quotations and logos have permission
- Restricted subjects and publications are recorded
- Campaign approval responsibilities are clear
- Old product, location and contact information has been removed
- Search and AI outcomes are not described as guaranteed
- The brief has an owner and review schedule
Frequently asked questions
- How often should the brief be updated?
- Update it whenever a material fact, product, spokesperson, market, restriction or approval responsibility changes. Review it periodically even when no change has been reported.
- Who should own the brief?
- Choose a person with authority to coordinate marketing, communications and specialist approval. Individual facts can have separate owners.
- Should campaign ideas be stored as approved facts?
- No. Keep suggestions and angles separate until their factual components are verified and approved.
- Can one brief cover several brands?
- Use a separate workspace or record for each brand where claims, contacts, approvals or reporting need to remain distinct.
Brief the brand once. Keep every campaign grounded
Meet Lula turns approved brand information into opportunity matching, campaign preparation and controlled external action.