How to Brief a Public Relations Service Provider
Developing a PR strategy for an effective PR campaign begins with a clear brief, confidence
between the client and public relations service company, and strong messages communicated with precision
and clarity. Your chosen PR company needs to know your business objectives to make the best use of valuable
marketing resources. The support of top management and board room directors is essential in ensuring PR
programmes become an integral part of all company communications - internal to employees and external
to suppliers, customers, investors and so on.
PR Brief Checklist
- Decide what you want to achieve. Tell the PR company what you want them
to achieve. Make the objectives specific.
- Decide who are your key audiences. Tell the PR company which groups
you need to address.
- Explain why you need to communicate. What issues do you need to address?
- Cause and effect. What behavioural changes do you wish to see from your
target audience?
- Timing is vital. Over what time scale do you wish to achieve these changes
- be realistic.
- Explain the dynamics. What are the internal and external drivers for
change in your business?
- Explain the industry context. Who else is affected by these issues -
is there scope for common action, or do you wish to take the initiative?
- Media context. What media will you be using in addition to PR - how
are messages and timing to be synchronised?
- Budget carefully. Advise what budget and resources you have to commit
to the programme.
- Evaluation. Agree what metrics you will use to evaluate, refine and
sharpen communication performance.
- Don't be vague. There is no point asking a PR company for their ideas
if you have not yourself first defined the issue and prepared at least an outline brief and budget.
- Don't waste your time or the PR company's time. Do not ask PR companies
to pitch if you do not intend to make an appointment.
- Don't mismatch. Qualify that PR companies you ask to ptich have experience
in your sector.
Further Reading
|
Title |
Author |
Publisher |
|
Planning & Managing a PR Campaign |
Anne Gregory |
Kogan Page |
|
Public Relations: A Practical Guide to the Basics |
Philip Henslowe |
Henslowe Kogan Page |
Find these books at Waterstone's or Amazon.
|