How to put together a good PR brief
Brief it Up!
Pitching, briefing, collating; these words aren’t novel to the PR industry. However, what sets a professional agency apart from its competitors is its ability to extract information from the client’s PR brief, an in-depth understanding of the brand and collating finer communication details.
So, what are the tricks of information seeking, you ask? Read on….
Steer clear of verbose and over-the-top brand information. What sounds good to the ears may not necessarily be food for the brief. Keep it short and simple. Rather than feeling overwhelmed about beautifully expressed content, the agency and client, both need to focus on business insights, market analysis and competition mapping. In close cooperation, a crisp brief can be drafted that, in the long run, proves to be a worthwhile exercise.
More often than not, agencies are bombarded with ‘all’ possible information, in the name of the brief. Experience suggests that this is a mere waste of agency time and client’s money. Be critical and trim off non-useful information even before it is shared with the agency.
Bank on tangible:
For ages, PR exercises have been deemed intangible. Though this is true to a certain extent, the change in media advocacy and availability of virtual platforms, have now made tangibility a reality. Based on this exposure, clients should now be transparent and confident about information sharing in the brief. Also, agencies have a lot of overhauling to do and PR strategies are decided depending upon the brief.
One project, One team:
Responsible possibly for everything right from failure to success of activities – the team. Hence, it is imperative that the team (both from the client as well as the agency) are an integral part of the PR journey right from the beginning (pitch and brief stage). The team’s queries and doubts need to be handled coherently to reason out the need for PR and communication technicalities.
PR essentials and communication objectives do change from time-time. PR briefs need to be re-visited and reworked to suit ongoing communication needs. Gone are the days of once-briefed-does-all. Brands evolve to developing markets and consumer expectations. If PR is an exercise to optimize brand awareness then, PR briefs need to be altered to stay up to date.
PR practitioners, after all, are brand ambassadors and it all starts with a good brief!