what makes a great (pr) brief?

WHAT MAKES A GREAT (PR) BRIEF?

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BIG PICTURE

THE BIGGER PICTURE

• COMMERCIAL CONTEXT • BUSINESS OBJECTIVES • COMMUNICATION OBJECTIVES

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JOB(S) TO BE DONE• CATEGORY / BRAND • PENETRATION • FREQUENCY

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AUDIENCE UNDERSTANDING• ATTITUDES/BEHAVIOURS • TRIGGERS / BARRIERS • CULTURAL TRENDS

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COMPETITIVE CONTEXT

• HOW ARE YOU DIFFERENT? • HOW ARE YOU BETTER?

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BRAND INFO & ASSETS

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APPROVED CLAIMS & REASONS TO BELIEVE

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RISK CONSIDERATIONS

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NEWSWORTHINESS

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INTEGRATION

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TIME

• 4 -6 WEEKS STANDARD • 8 - 12 WEEKS MAJOR

• PLANNING • DEVELOPMENT • IMPLEMENTATION

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BUDGET

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