Pr campaign brief template

Why you are seeking to use PR to achieve this? What does success look like to you? What budget you have for PR and over what time period this can be spent. By not stating what budget you have available at this stage, we could propose an ambitious but costly campaign that includes, stunts, press launches, high profile ambassadors and events, but on reflection, this could be nowhere near achievable with your actual budget. Our proposals will always include scalable ideas and supporting campaigns depending on budgets available.

When you would like PR activity to begin. We can work with various timings, from one-off crisis comms or quick, short term projects to long term brand building campaigns, all of which can be combined if needed. We can also work with you to unite PR with a specific phase of your business plan. If you share with us an idea of timings, we can work with you to recommend the best timeline to suit your campaign and commercial objectives. Additional PR Brief Tips Do your research, you know your business and brand the best so make sure you research the type of agency you are approaching and if you feel they align with your company in terms of size, scale and ambition.

Do you know about northshoring for example? Ask us anything — if you feel you have questions when completing the PR brief, we are always free for a chat. Please do get in touch and ask us anything if you are unsure of how to compete certain points. You may need input from colleagues on your brief so be prepared to work as a team to complete a PR brief before returning it back to the agency. Event, news release, radio interview, e-blast, news conference? Define the target audience.

Start with who you want to utlimately reach; then identify the media and venues to reach them. What is the key message? This is critical. It must be newsworthy. What issues do we address? Outline the core message and call to action.

Explain the tone of the project. Walk through the timeline. Outline the budget. Review the competition. Explain the media strategy, including the marketing guidelines and marketing materials; if needed, include the image requirements. Finish with contact information. Describe the business, and include any background info that is relevant including previous marketing campaigns and anything else about their product or service that is relevant to the current project.

Category Overview: Explain the current market perception of the brand, the product, and its category, and how you plan to use this to sell the product. If the brand and the product perceived differently, how will you address this?

Can you link to a current cultural moment value, or idea? Does the economy have an impact i. Objectives and Challenges: Goals need to be clearly defined, be linked to key performance indicators KPIs , and also be SMART specific, measurable, achievable, relevant, time-bound because they will provide a focus for the rest of the project. Whether the client wants to sell more products, increase brand awareness, or attract more donors, it needs to be clearly stated.

There may also be a call to action. Target Audience: This is the most important item on the list: who is the buyer or intended audience? Explain the value proposition for this group. Knowing your audience will shape the style and messaging of your campaign.

Are there certain colors, fonts, or images that help communicate this? Schedule: Having a timeline is critical for planning any project. Competition: Understanding the competition can provide a clearer picture of where your client stands in the market, which will help you shape your campaign. Describe the competition and what they offer, and what makes your client unique in comparison.

Media Strategy: List the channels that will be used, how each will be used, and why they are expected to be effective. Contact Information: Compile information on the client so interested parties can reach out to learn more, as well as that of who prepared the brief. Labs Inc. All other company and product names may be trademarks of the respective companies with which they are associated.

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