Getting the best out of your campaign…
The key to getting the best out of your public relations is,
quite simply, to let them know exactly what you want. What
could be easier?
But wait! In practice
telling people what you want can be difficult, and there is
a danger of finding yourself in a costly game of, 'I'll know
what I like when I see it.'
The solution to this
is to develop a PR brief that can help you get exactly what
CBF’s 10 point guide below illustrates the basic elements
of a good public relations brief.
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.
Include any research results that will support the communications
If you have previously communicated on this subject, provide
details of target audiences, details of the previous campaign
and its effectiveness.
What is the desired outcome of the campaign? State your aims.
Will you be seeking to raise awareness about a product or
service? Change attitudes or behavior? Your objectives should
be clear, specific and measurable. They should be written
in simple, jargon-free, detail as they will provide an overarching
concept for the campaign.
Exactly who do you want to receive your message. Target
audiences can be described in terms of current behavior,
level of awareness, level of knowledge, preferred methods
of receiving information and their motivations/barriers
to hearing and accepting the information.
The more thoroughly
you understand your target audience, the higher the
probability of success.
Be clear about the purpose of the campaign. If not,
a lack of clarity will be exaggerated and unclear messages
could result in a weak strategy and probably a weak
What is your 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.
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.
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?
Conversely, if things don't work, evaluation will help identify
where things went wrong.
Call us for more information and guidance.