Advertising, PR- Components of the client brief
Upcoming SlideShare
Loading in...5
×
 

Advertising, PR- Components of the client brief

on

  • 13,809 views

This presentation makes an attempt to describe the need for a brief from the client while executing a project ( PR)

This presentation makes an attempt to describe the need for a brief from the client while executing a project ( PR)

It explains the necessary components of the brief.

Statistics

Views

Total Views
13,809
Views on SlideShare
13,763
Embed Views
46

Actions

Likes
3
Downloads
371
Comments
1

4 Embeds 46

http://www.slideshare.net 40
http://www.slashdocs.com 2
http://www.linkedin.com 2
https://www.linkedin.com 2

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • It's really useful..!
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Advertising, PR- Components of the client brief Advertising, PR- Components of the client brief Presentation Transcript

    •  
    • 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
    • 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
    • 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”
    • 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
    • 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
    • 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?
    • P reparing f or the B rief
    • P reparing f or the B rief
      • Research
        • 3 Ws of Research
      • Engaging the client
          • Questions to ask
    • 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
    • M odes o f R esearch
      • Search Engines
      • Specific Research Sites
      • Perception/ Awareness Audit
      • Market Research agencies
      • Analysts
      • Google
      • Yahoo
      • Rediff
      • Wi-ki Pedia
      W here t o (RE) Search? - S earch E ngines
      • Factiva
      • Cirrus
      • Thompson Gale
      • Reuters
      W here t o (RE) Search? - S pecific R es earch S ites
      • 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
      • 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
      • IMRB International
      • ACNielsen
      • IMRI ( International Market Research Information)
      • Delphi
      W here t o (RE) Search? - M arket R esearch A gencies
    • W here t o (RE) Search? - A nalysts
      • IDC
      • Forrester
      • Frost & Sullivan
      • Gartner
    • 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.
    • Factiva – DRY Run
    •  
    •  
    •  
    •  
    • E ngaging T he C lient
    • B uilding b locks o f t he B rief Marketing Corporate Technology Human Resources Competition
    • 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
    • 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
    • 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
    • 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
    • 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
    • A Case
    • 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?
    • T HANK Y OU By: Mamata Sampath