Why brands should stop posting PR briefs on LinkedIn

Dumping a brief on LinkedIn guarantees a flood of responses, mostly from agencies that aren’t the right fit. PR isn’t about who replies the fastest; it’s about expertise, chemistry and strategic thinking. The best agencies aren’t trawling LinkedIn for scraps, they’re busy delivering results.

Worse, public briefs hand your marketing challenges and campaign plans to competitors on a silver platter. Why give away your strategy for free? PR is built on insights, positioning, and timing—exposing all that weakens your edge before you even start.

And let’s be honest: treating PR like an open bidding war attracts chancers, not game-changers. Sifting through cookie-cutter pitches and cold DMs isn’t just inefficient, it’s exhausting. By the time you find a decent agency, you could’ve secured a powerhouse team through smarter, more strategic outreach.

A public call-out also raises serious questions about how a brand values PR. If you’re willing to outsource such a critical decision to the luck of the LinkedIn draw, what does that say about your understanding of the industry? PR isn’t a quick transactional fix, it’s a long-term, relationship-driven discipline. The most effective partnerships come from mutual trust, not from who happens to scroll past your post that day.

The best agencies are selective. They don’t chase open briefs because they don’t need to. They’re working with brands that respect the process and understand that the best results come from collaboration, not desperation. Posting a brief on LinkedIn might attract agencies looking for a quick win, or any win, but it won’t get you the team that will elevate your brand in the long run.

The solution? Skip the LinkedIn cattle call. Tap into industry referrals, past collaborations, PR award shortlists and strategic networking. A focused shortlist leads to meaningful conversations, tailored pitches, and a partnership built on trust, not just noise. PR works best when the right people are at the table from the start, not when a brand is sifting through an inbox full of generic, cut-and-paste responses.

Choosing the right PR agency is as important as choosing the right strategy. Brands that take their reputation seriously should take their agency search just as seriously. A great PR partner isn’t found in a LinkedIn comment section; it’s found through thoughtful, intentional outreach. Take the time, do the research, and engage with experts directly. The best agencies don’t play the LinkedIn lottery, and neither should you.

James Brooke is managing director of Rooster