The basics of PR
In practice telling people what you want can be difficult. The solution to this is to develop a PR brief that can help you get exactly what you want. Our 10 point guide below illustrates the basic elements of a good public relations brief.
1. Background. This should provide enough detail about your requirements for someone with little knowledge of the subject to understand the key issues to be addressed by the campaign.
2. Research. Include any research results that will support the communications campaign.
3. Previous communications. If you have previously communicated on this subject, provide details of target audiences, details of the previous campaign and its effectiveness.
4. Aims. What is the desired outcome of the campaign?
5. Objectives. Will you be seeking to raise awareness about a product or service? Change attitudes or behaviour? Your objectives should be clear, specific and measurable.
6. Target Your Audience Exactly. Who do you want to receive your message. Target audiences can be described in terms of current behaviour, level of awareness, level of knowledge, preferred methods of receiving information and their motivations/barriers to hearing/accepting the information.
7. Key Messages. Be clear about the purpose of the campaign. Unclear messages could result in a weak strategy and probably a weak campaign.
8. Budget. If no budget is specified in the brief then your consultant will have to guess what is wanted and a level of activity may be proposed that exceeds or does not match up to what you had in mind.
9. Timeline. Provide an outline of the timing for the campaign. Results take time and your consultants will need to know the timescale they are working to.
10. Evaluation. How will you evaluate the success of your campaign? If you fail to build in plans to evaluate the campaign, how will you know if it was successful and your money was well spent?
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