PR AGENCY BRI= EF

Background

Provide an ov= erview of the problem or opportunity that this PR campaign should be designed to address.

How does this fit into your annual marketing plan?

What rece= nt non-marketing activity has occurred that is relevant to this campaign/= programme?

Objectives

What are your overall objectives for this campaign/programme e.g. increase in awareness, participation, attitudinal shifts?

What are the SMAT objective(s) for this PR campaign/programme?
Specific – e.g. number of press releases or other=

Measurable – if you can’t measure it you can’t have it as an objec= tive

Actionable – how is it useful to the business?

Timely – what are the consequences for the company if this is not done now= or by x date?  <= /p>

Target Audience

Who is the target audience, how many of them are there currently, where can t= hey be found, i.e. is there profiling data on them and if so where?

Do we know who the decision makers are that we wish to influence?=

What do we know about the target audience and their attitudes to the company brand, products or services – do you have any pen portraits?

How does the audience view your competitors compared to you, what service/com= petitor will the customer choose if they don’t choose you?

Message conte= nt

If you have more than one Programme or theme for your PR plan please apply t= he questions below to each of them.

Core proposition – What= do we want to say?

= Describe the single key message that is to be used (e.g. choosing xxx is getting easier)

Support messages – Why should the audience believe you?

= Describe the support messages that are to be used and any hierarchy of these (e.g. Look out for our new xxxxxxxxx, launch date f= or this service, etc.)

Provide some supporting evidence for the messa= ge or statement

Supporting events

Do you have any planned events during the year that would support your PR programme or provide an opportunity for PR activity.

Tone of voice= – How do we want to talk to people?

= Describe whether you want to sound friendly, fun, informative, authoritative, approachable, etc.

Media to be used

= Describe the range of methods to be considered in the campaign if known, e.g. News press, publications, leaflets, bus backs, radio, newspapers, community magazines, etc.

Insight

Please list all relevant information which is appropriate to this brief – presentations, research etc.  Please state what it is, where it is, who did it and when. If you require insight to be generated as part of the PR plan, please outline yo= ur requirements.

Barriers=

Are here any industry or political conditions = that will impede this campaign/programme?

Are there any barriers to your effective PR campaign/programme?

How will the target audience react – what could prevent us influencing them?