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WHAT MAKES A GREAT (PR) BRIEF?
Who’s going to tell our story?Our Tick It Off Spokespeople
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BIG PICTURE
THE BIGGER PICTURE
• COMMERCIAL CONTEXT • BUSINESS OBJECTIVES • COMMUNICATION OBJECTIVES
Who’s going to tell our story?Our Tick It Off Spokespeople
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JOB(S) TO BE DONE• CATEGORY / BRAND • PENETRATION • FREQUENCY
Who’s going to tell our story?Our Tick It Off Spokespeople
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AUDIENCE UNDERSTANDING• ATTITUDES/BEHAVIOURS • TRIGGERS / BARRIERS • CULTURAL TRENDS
Who’s going to tell our story?Our Tick It Off Spokespeople
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COMPETITIVE CONTEXT
• HOW ARE YOU DIFFERENT? • HOW ARE YOU BETTER?
Who’s going to tell our story?Our Tick It Off Spokespeople
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BRAND INFO & ASSETS
Who’s going to tell our story?Our Tick It Off Spokespeople
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APPROVED CLAIMS & REASONS TO BELIEVE
Who’s going to tell our story?Our Tick It Off Spokespeople
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RISK CONSIDERATIONS
Who’s going to tell our story?Our Tick It Off Spokespeople
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NEWSWORTHINESS
Who’s going to tell our story?Our Tick It Off Spokespeople
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INTEGRATION
Who’s going to tell our story?Our Tick It Off Spokespeople
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TIME
• 4 -6 WEEKS STANDARD • 8 - 12 WEEKS MAJOR
• PLANNING • DEVELOPMENT • IMPLEMENTATION
Who’s going to tell our story?Our Tick It Off Spokespeople
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BUDGET
Who’s going to tell our story?Our Tick It Off Spokespeople
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THANK YOU
