Advertising, PR- Components of the client brief
Download as PPT, PDF8 likes5,623 views
The document outlines the importance and components of an effective brief in public relations, emphasizing clarity, succinctness, and defined objectives. It highlights the necessity of thorough preparation and research to understand client needs, perceptions, and market opportunities. Additionally, it stresses the value of engaging clients through a well-structured brief to improve strategic communication and measurement of success.
Advertising, PR- Components of the client brief
- 2. I n t his p resentation: PART – A Introduction Need for a brief Components of a good brief PART – B Preparing for the brief Research Engaging the client A Case
- 3. I ntroduction – T he B rief The brief is the most important piece of information issued by the client to the agency It is the statement of the problem/opportunity It emphasizes on clarity and a succinct summation of the company’s positioning, its marketing strategy and what it wants to get out of PR It should/ usually contains key nuggets of information
- 4. N eed f or a Brief It leads to better, more effective and measurable work It saves time and money Research revealed that 99% of agencies and 98% of clients agree that: “Sloppy briefing and unclear objectives wastes both time and money” It makes remuneration fairer Over 90% of agencies and 84% of clients agree that: “ Payment by results is impossible without fully agreed business objectives & the brief is one of the tools that helps us in measuring results”
- 5. C omponents o f a Good B rief Written Briefs Research shows that 94% of clients and 98% of agencies believe that “A combination of written and verbal briefing is the ideal”. Reasons The discipline of writing a brief ensures some rigour on the part of the agency The opportunity to discuss this at a subsequent verbal briefing Avoids the significant waste of time and resources
- 6. C omponents o f a Good B rief Clarity of Thinking A good brief is not the longest or most detailed, it’s the one whose clarity and focus creates the platform for a great strategic leap, a good PR insight and an effective solution Good briefs leave you with a clear understanding of what you are trying to do in terms of objectives, goals & strategy
- 7. C omponents o f a Good B rief Clearly Defined Objectives Objectives must be crystal clear The business problem should be clearly defined Concrete business objectives rather than woolly intermediate objectives are essential For Example: If the objective is indeed to attract & retain talent for XYZ company then : Explain the desired objective that XYZ company wants to achieve. How will it achieve this objective, What is the medium of communication – PR specific? If the objective is achieved – how does one measure it?
- 8. P reparing f or the B rief
- 9. P reparing f or the B rief Research 3 Ws of Research Engaging the client Questions to ask
- 10. W hy R esearch Helps us in understanding the perceptions, offerings of the company/ domain/ industry. Adds to the existing body of knowledge. Attempts to improve our understanding of the particular business/ domain. The value proposition the particular business has to offer Helps provides accurate facts, figures & relevant data
- 11. M odes o f R esearch Search Engines Specific Research Sites Perception/ Awareness Audit Market Research agencies Analysts
- 12. Google Yahoo Rediff Wi-ki Pedia W here t o (RE) Search? - S earch E ngines
- 13. Factiva Cirrus Thompson Gale Reuters W here t o (RE) Search? - S pecific R es earch S ites
- 14. The perception audit provides clients with a candid and real time view of what their target audience think and say about them The output from the perception audit includes providing clients with strategic insights & highlights the opinion that the target audience has on the company/brand W here t o (RE) Search? - P erception A udit
- 15. It will help us refine/ define business messaging and the communications strategy of the company W here t o (RE) Search? - P erception A udit
- 16. IMRB International ACNielsen IMRI ( International Market Research Information) Delphi W here t o (RE) Search? - M arket R esearch A gencies
- 17. W here t o (RE) Search? - A nalysts IDC Forrester Frost & Sullivan Gartner
- 18. A B rief O verview Factiva Factiva is a Dow Jones-Reuters database that provides full text access to all editions of Dow Jones publications. - The Wall Street Journal (back to 1979) - The New York Times - and 8,000 other publications. This database provides reports for over 30,000 companies worldwide, much of it from Reuters, over 8,000 selected business web sites, and Reuters Business Briefings. Dow Jones Factiva products and services provide essential business news and information together with the content delivery tools that power the intelligent enterprise.
- 19. Factiva – DRY Run
- 24. E ngaging T he C lient
- 25. B uilding b locks o f t he B rief Marketing Corporate Technology Human Resources Competition
- 26. Q uestions t o ask t he c lient u nder C orporate The Financials of the company – Whether listed or not Positioning of the company and its business objectives Who is the spokesperson/ face of the company Company’s plan ahead/ way forward in terms of investment
- 27. Q uestions t o ask t he c lient u nder M arketing Define your target audience & market opportunities Detail your the product/service USP Define the market that you address Company’s marketing plan / way forward for the current year
- 28. Q uestions t o ask t he c lient u nder H uman R esources Company unique HR policies / practices Define the market the company is addressing in terms of talent Current headcount of the company Company’s HR plans in terms of increasing headcount
- 29. Q uestions t o ask t he c lient u nder T echnology Competition to the company on the technology front What is the company’s latest technology offerings The technology domain that the company operates in Company’s technology plan / way forward for the current year
- 30. Q uestions t o ask t he c lient u nder Competition SWOT - You versus your competition What are your competition’s USPs Who are your competition
- 31. A Case
- 32. T he B rief… XYZ Inc. is an IT Services company. Their top management is visiting India in the month of July to announce their ‘Way Forward’ plan. Questions :- What do you understand from this brief? What are the Qs you would ask as part of the Brief?
- 33. T HANK Y OU By: Mamata Sampath