I n  t his  p resentation: <ul><li>PART – A </li></ul><ul><li>Introduction </li></ul><ul><li>Need for a brief </li></ul><u...
I ntroduction –  T he  B rief <ul><li>The brief is the most important piece of information issued by the client to the age...
N eed  f or  a  Brief <ul><li>It leads to better, more effective and measurable work  </li></ul><ul><li>It saves time and ...
C omponents  o f  a  Good  B rief <ul><li>Written Briefs </li></ul><ul><ul><ul><li>Research shows that 94% of clients and ...
C omponents  o f  a  Good  B rief <ul><li>Clarity of Thinking </li></ul><ul><ul><li>A good brief is not the longest or mos...
C omponents  o f  a  Good  B rief <ul><li>Clearly Defined Objectives  </li></ul><ul><ul><li>Objectives must be crystal cle...
P reparing  f or the  B rief
P reparing  f or the  B rief <ul><li>Research </li></ul><ul><ul><li>3 Ws of Research </li></ul></ul><ul><li>Engaging the c...
W hy  R esearch <ul><li>Helps us in understanding the perceptions, offerings of the company/ domain/ industry. </li></ul><...
M odes  o f  R esearch <ul><li>Search Engines </li></ul><ul><li>Specific Research Sites </li></ul><ul><li>Perception/ Awar...
<ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>Rediff </li></ul><ul><li>Wi-ki Pedia </li></ul>W here  t o  (RE) ...
<ul><li>Factiva </li></ul><ul><li>Cirrus </li></ul><ul><li>Thompson Gale </li></ul><ul><li>Reuters </li></ul>W here  t o  ...
<ul><li>The perception audit provides clients with a candid and real time view of what their target audience think and say...
<ul><li>It will help us refine/ define business messaging and the communications strategy of the company </li></ul>W here ...
<ul><li>IMRB International </li></ul><ul><li>ACNielsen </li></ul><ul><li>IMRI ( International Market Research Information)...
W here  t o  (RE) Search? - A nalysts <ul><li>IDC </li></ul><ul><li>Forrester </li></ul><ul><li>Frost & Sullivan </li></ul...
A   B rief  O verview <ul><li>Factiva </li></ul><ul><li>Factiva is a Dow Jones-Reuters database that provides full text ac...
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 o...
Q uestions  t o ask  t he  c lient  u nder  M arketing Define your target audience & market opportunities  Detail your the...
Q uestions  t o ask  t he  c lient  u nder  H uman  R esources Company unique HR policies / practices Define the market th...
Q uestions  t o ask  t he  c lient  u nder  T echnology Competition to the company on the technology front What is the com...
Q uestions  t o ask  t he  c lient  u nder  Competition SWOT - You versus your competition What are your competition’s USP...
A Case
T he  B rief… <ul><li>XYZ Inc. is an IT Services company. Their top management is visiting India in the month of July to a...
T HANK  Y OU By: Mamata Sampath
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Advertising, PR- Components of the client brief

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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.

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Advertising, PR- Components of the client brief

  1. 2. I n t his p resentation: <ul><li>PART – A </li></ul><ul><li>Introduction </li></ul><ul><li>Need for a brief </li></ul><ul><li>Components of a good brief </li></ul><ul><li>PART – B </li></ul><ul><li>Preparing for the brief </li></ul><ul><li>Research </li></ul><ul><li>Engaging the client </li></ul><ul><li>A Case </li></ul>
  2. 3. I ntroduction – T he B rief <ul><li>The brief is the most important piece of information issued by the client to the agency </li></ul><ul><li>It is the statement of the problem/opportunity </li></ul><ul><li>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 </li></ul><ul><li>It should/ usually contains key nuggets of information </li></ul>
  3. 4. N eed f or a Brief <ul><li>It leads to better, more effective and measurable work </li></ul><ul><li>It saves time and money </li></ul><ul><ul><ul><li>Research revealed that 99% of agencies and 98% of clients agree that: “Sloppy briefing and unclear objectives wastes both time and money” </li></ul></ul></ul><ul><li>It makes remuneration fairer </li></ul><ul><ul><ul><li>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” </li></ul></ul></ul>
  4. 5. C omponents o f a Good B rief <ul><li>Written Briefs </li></ul><ul><ul><ul><li>Research shows that 94% of clients and 98% of agencies believe that “A combination of written and verbal briefing is the ideal”. </li></ul></ul></ul><ul><li>Reasons </li></ul><ul><ul><ul><li>The discipline of writing a brief ensures some rigour on the part of the agency </li></ul></ul></ul><ul><ul><ul><li>The opportunity to discuss this at a subsequent verbal briefing </li></ul></ul></ul><ul><ul><ul><li>Avoids the significant waste of time and resources </li></ul></ul></ul>
  5. 6. C omponents o f a Good B rief <ul><li>Clarity of Thinking </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Good briefs leave you with a clear understanding of what you are trying to do in terms of objectives, goals & strategy </li></ul></ul>
  6. 7. C omponents o f a Good B rief <ul><li>Clearly Defined Objectives </li></ul><ul><ul><li>Objectives must be crystal clear </li></ul></ul><ul><ul><li>The business problem should be clearly defined </li></ul></ul><ul><ul><li>Concrete business objectives rather than woolly intermediate objectives are essential </li></ul></ul><ul><li>For Example: </li></ul><ul><li>If the objective is indeed to attract & retain talent for XYZ company then : </li></ul><ul><ul><li>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? </li></ul></ul>
  7. 8. P reparing f or the B rief
  8. 9. P reparing f or the B rief <ul><li>Research </li></ul><ul><ul><li>3 Ws of Research </li></ul></ul><ul><li>Engaging the client </li></ul><ul><ul><ul><li>Questions to ask </li></ul></ul></ul>
  9. 10. W hy R esearch <ul><li>Helps us in understanding the perceptions, offerings of the company/ domain/ industry. </li></ul><ul><li>Adds to the existing body of knowledge. </li></ul><ul><li>Attempts to improve our understanding of the particular business/ domain. The value proposition the particular business has to offer </li></ul><ul><li>Helps provides accurate facts, figures & relevant data </li></ul>
  10. 11. M odes o f R esearch <ul><li>Search Engines </li></ul><ul><li>Specific Research Sites </li></ul><ul><li>Perception/ Awareness Audit </li></ul><ul><li>Market Research agencies </li></ul><ul><li>Analysts </li></ul>
  11. 12. <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>Rediff </li></ul><ul><li>Wi-ki Pedia </li></ul>W here t o (RE) Search? - S earch E ngines
  12. 13. <ul><li>Factiva </li></ul><ul><li>Cirrus </li></ul><ul><li>Thompson Gale </li></ul><ul><li>Reuters </li></ul>W here t o (RE) Search? - S pecific R es earch S ites
  13. 14. <ul><li>The perception audit provides clients with a candid and real time view of what their target audience think and say about them </li></ul><ul><li>The output from the perception audit includes providing clients with strategic insights & highlights the opinion that the target audience has on the company/brand </li></ul>W here t o (RE) Search? - P erception A udit
  14. 15. <ul><li>It will help us refine/ define business messaging and the communications strategy of the company </li></ul>W here t o (RE) Search? - P erception A udit
  15. 16. <ul><li>IMRB International </li></ul><ul><li>ACNielsen </li></ul><ul><li>IMRI ( International Market Research Information) </li></ul><ul><li>Delphi </li></ul>W here t o (RE) Search? - M arket R esearch A gencies
  16. 17. W here t o (RE) Search? - A nalysts <ul><li>IDC </li></ul><ul><li>Forrester </li></ul><ul><li>Frost & Sullivan </li></ul><ul><li>Gartner </li></ul>
  17. 18. A B rief O verview <ul><li>Factiva </li></ul><ul><li>Factiva is a Dow Jones-Reuters database that provides full text access to all editions of Dow Jones publications. </li></ul><ul><li>- The Wall Street Journal (back to 1979) </li></ul><ul><li>- The New York Times </li></ul><ul><li>- and 8,000 other publications. </li></ul><ul><li>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. </li></ul><ul><li>Dow Jones Factiva products and services provide essential business news and information together with the content delivery tools that power the intelligent enterprise. </li></ul>
  18. 19. Factiva – DRY Run
  19. 24. E ngaging T he C lient
  20. 25. B uilding b locks o f t he B rief Marketing Corporate Technology Human Resources Competition
  21. 26. 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
  22. 27. 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
  23. 28. 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
  24. 29. 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
  25. 30. 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
  26. 31. A Case
  27. 32. T he B rief… <ul><li>XYZ Inc. is an IT Services company. Their top management is visiting India in the month of July to announce their ‘Way Forward’ plan. </li></ul><ul><li>Questions :- </li></ul><ul><li>What do you understand from this brief? </li></ul><ul><li>What are the Qs you would ask as part of the Brief? </li></ul>
  28. 33. T HANK Y OU By: Mamata Sampath

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