Feb 16 2012
10 Basic Elements of Good Public Relation in Brief
The key for getting the best out of your public relations consultants is, quite simply, to let them know exactly what you want is a better option.
But wait! In practice telling people what you want can be difficult, and there is a danger of finding yourself in a costly game of, ‘I’ll know what I like when I see it.’
The solution for this is to develop a PR brief that can help you get exactly what you want. The10 points guide below will illustrate the basic elements of good public relations in brief.
Aim for Your Campaign:
A program of study may specify one or more aims. These are generally specified so as to encompass the purpose and philosophy of the program. Program aims are usually further elaborated by program objectives or program outcomes. These are usually framed to indicate what customers will be able to do as a result of studying the program. So what is the desired outcome of your campaign? State your aims.
Research can be defined as the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, solve new or existing problems, prove new ideas, or develop new theories. The primary purposes of basic research are; documentation, discovery, interpretation or the research & development of methods and systems for the advancement of human knowledge. So include any research results that will support your communications campaign.
How will you evaluate the success of your campaign? This is to identify i.e. If you fail to build in plans to evaluate the campaign, then how will you know if it was successful and your money was well spent? Conversely, if things don’t work, evaluation will help identify where things went wrong.
Fix a Budget:
First be sure what your budget is? If no budget is specified in brief then your consultant will have to guess what is wanted and a level of activity may be proposed, the exceeds or doesn’t match up to what you had in mind.
In this section be very clear about the purpose of the campaign! If not, lack of clarity will be exaggerated and unclear messages could result in a week strategy and probably a weak campaign.
Objective is one important task to be done.
*Are seeking to raise awareness about your product or service?
*Do you want changes in attitudes or behavior?
Then your objectives should be clear, specific, and measurable. They should be written in simple, jargon—free, a detail has to be provided with an over—arching concept for the campaign.
Provide a good Background:
Your background should provide enough detail about your requirements for someone with little knowledge of the subject to understand the key issues to be addressed by the campaign.
Report about Your Previous Communication:
By chance if you have communicated previously on the same subject then what you have to do is – provide all the details about target audience, and also details the previous campaign and its effectiveness.
Provide an outline of the timing for the campaign. Results take time and your consultants will need to know the timescale they are working to.
Exactly who do you want to receive your message? Target audiences can be described in terms of current behavior, level of awareness, level of knowledge, preferred methods of receiving information and their motivations/barriers to hearing and accepting the information. The more thoroughly you understand your target audience, the higher the probability of success.
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