Getting the brief right
Regardless of who is going to implement a PR plan of action, i.e. the in-house PR department or an external consultant, the best place to start is by taking the time to draft a PR brief. Clear briefs make for clear understanding.
First of all, describe briefly the business you're in and any relevant background information, competitors, market share, trends etc. Include a short description of any PR-related actions undertaken in the past. Then address the following:
• What are your business objectives?
• What are your communications objectives?
• What are the key messages you want to communicate?
• When does your communications programme need to be up and running? (i.e. deadlines?)
• Is there some specific action you want undertaken or can the PR team respond with an alternative communications solution?
• Who and where is the target audience? Not just media, who are the other stakeholders i.e. those who can influence public opinion positively or negatively for you
• Do you require a short term burst of activity e.g. over weeks/months, or a more planned and sustained programme of PR support?
• Available budget
• What would you regard as a measure of success?