When I feel struggled to think so many ideas for a campaign, I’m so jealous to those in-house guys who just write a brief and select an agency to do all of it. But I wouldn’t say those silly words again after I happened to have a chance to play the role of Communications Director- to write a brief.
*source from:www.logobird.com
It’s not an easy work…
Firstly, a person who makes a brief needs to know accurately what current issue the brand faces to and how the PR campaign would help. The project without specific objectives/goals would waste time and money. On the other hand, company may suffer various problems at the same time but annual budget for communications would be limited. Comms director needs to identify and put the priority into agenda.
Secondly, a qualified brief requires enough insights for agency’s reference. A brand could has tons of words to tell and the tough work is to distil, deciding what kind of information needs to brief to agency within a 1500-word document.
Thirdly, decide the budget. On our simulating board room, I find that money is always the sensitive issue that if comms director asks for a great deal of budget, she/he has no doubt to face lots of questions. So, armed with confidence and prepared answers before coming into the room is the experience I learned from this RPG (role-playing game).
Anyway, I enjoy playing this game since it provides me a different side of PR. Here is my first brief and the presentation to the board room, enjoy it.
- A brief document
- Slides of presenting why we need this project to the board
PR Circle 