Media liaison & press releases

What to brief a PR person so your story is one a journalist opens

A solid brief makes a PR person's job sharper and your story more likely to land coverage. Here's what to prepare and what good ones ask for.

You've got a story journalists should care about. But when you hand it to a PR person, they need enough detail and context to pitch it properly — and you need to know what good ones will ask for before they lift a finger. This isn't about giving them a polished press release; it's about laying groundwork so they can shape your story into something an editor actually wants to read.

Most people assume a PR person just needs "the news." In practice, a weak brief kills their pitch before it lands in an inbox. When you're vague or leave gaps, they either fill them in (usually wrong) or waste time asking follow-up questions that delay the pitch. Worse, they might pitch your story weakly because they didn't understand what makes it news in the first place. A solid brief saves everyone time and lifts your odds of landing a journalist who opens their email about you.

What you need to bring to the table

Gather your facts, but frame them for someone who doesn't know your business yet. Start with the core claim: what has happened or changed, and why should anyone outside your industry care? If you've launched a product, won a contract, hired a leader or hit a milestone, spell out what that *means* — not just what it *is*.

Include your timeline. When can you announce this? Are there embargo dates, legal clearances, or conditions that matter? PR people need to know if a journalist can run a story immediately or has to sit on it. They also need to know your window: if you're only available for interviews on Tuesday, say so.

Prepare a list of people who can speak to the media — usually you, a co-founder, a technical expert or a customer. Give their titles and a one-line note on what they can credibly comment on. A journalist might want to talk to the person closest to the story, not always the most senior one.

Think about your audience. Who benefits from this story, and why? Is this news for your industry peers, your customers, your town, or the broader South African business community? A PR person pitches differently to a tech editor than to a business reporter, and they can't choose the right journalists without knowing where your story lives.

Bring any relevant background: are you the first to do this in South Africa, or the biggest? Are you filling a gap in the market? Context helps a PR person explain why now, which is what makes a story feel urgent to an editor.

What a good PR person will ask for

Don't be surprised if they probe. Strong practitioners won't just take your brief at face value — they'll ask clarifying questions because a vague story is a hard sell.

They'll want to know your constraints and risks. Are there people or companies you can't mention yet? Legal issues brewing? Partnerships not yet public? If a journalist asks follow-up questions you can't answer, that kills trust. A good PR person needs to know where the landmines are.

They'll ask about your competitors and why this matters compared to what others are doing. They might ask uncomfortable questions: is this really news, or is it an ad? They're not trying to be difficult; they're testing whether the story has legs, which helps them pitch with conviction.

They'll want to know what you've already said publicly. If you've mentioned this on social media or in a newsletter, they need to know. Some journalists avoid stories that feel pre-announced.

They might ask about your previous media experience. Have you done interviews before? Do you have a crisis situation brewing? Are you prepared for a journalist to ask a hard question? These answers help them decide how to prepare you and what outlets are safe.

A PR person worth hiring will also ask what success looks like to you. Do you want coverage in specific outlets? Are you measuring reach, credibility or sales leads? This shapes their pitch strategy and helps them choose which journalists to approach.

The transaction between you and a PR person works best when both sides come prepared. You bring clarity and honesty about what you've done and what you're trying to achieve. They bring the media contacts, pitch skills and industry knowledge to get your story in front of the right people. On Strove, practitioners can walk you through their process and show you past coverage they've landed — use that conversation to understand what they'll ask of you and what you should expect them to deliver.

Common questions

How detailed should my brief be?: Clear and fact-based, not polished. Write it as if you're explaining to someone outside your industry. A paragraph on the core story, bullet points on key facts, and a list of who can speak works well. Don't over-write; a PR person will shape it into a pitch.
What if I'm not sure what's "newsworthy"?: That's exactly what to tell them. A good PR person will help you spot what matters (first-mover advantage, impact on customers, unusual scale). Bring your facts and timeline; they'll assess whether a journalist will care.
Do I need to draft a press release before hiring a PR person?: No. In fact, a raw brief is often better — it lets them write the release from scratch rather than unpick what you've already shaped. They'll create the press release from your facts and their media knowledge.
What if we're handling sensitive news or a crisis?: Tell your PR person upfront. Crisis briefs need legal review, management approval and clear boundaries on what you can say. A good practitioner will ask these questions before you even pay them.

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What you need to bring to the table

What a good PR person will ask for

Don't be surprised if they probe. Strong practitioners won't just take your brief at face value — they'll ask clarifying questions because a vague story is a hard sell.

They'll want to know what you've already said publicly. If you've mentioned this on social media or in a newsletter, they need to know. Some journalists avoid stories that feel pre-announced.

Common questions

How detailed should my brief be?

Clear and fact-based, not polished. Write it as if you're explaining to someone outside your industry. A paragraph on the core story, bullet points on key facts, and a list of who can speak works well. Don't over-write; a PR person will shape it into a pitch.

What if I'm not sure what's "newsworthy"?

That's exactly what to tell them. A good PR person will help you spot what matters (first-mover advantage, impact on customers, unusual scale). Bring your facts and timeline; they'll assess whether a journalist will care.

Do I need to draft a press release before hiring a PR person?

No. In fact, a raw brief is often better — it lets them write the release from scratch rather than unpick what you've already shaped. They'll create the press release from your facts and their media knowledge.

What if we're handling sensitive news or a crisis?

Tell your PR person upfront. Crisis briefs need legal review, management approval and clear boundaries on what you can say. A good practitioner will ask these questions before you even pay them.