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    PR & Publicity Briefing Document - Background

    Uploaded by

    Jeffrey A. Sioson
    This document outlines the key components needed to develop an effective PR and publicity campaign, including background on the marketing opportunity and competitive landscape, target audiences, objectives, strategies and tactics, key messages, timing, administration, budgets, and metrics. The goal is to introduce a new product or service and address any sales objections by implementing an integrated PR campaign targeting a specific market through tactics like a media launch event. Key messages encapsulating the benefits to customers would be the foundation of the campaign.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    PR & Publicity Briefing Document - Background

    Uploaded by

    Jeffrey A. Sioson
    170 views2 pages
    This document outlines the key components needed to develop an effective PR and publicity campaign, including background on the marketing opportunity and competitive landscape, target audiences, objectives, strategies and tactics, key messages, timing, administration, budgets, and metrics. The goal is to introduce a new product or service and address any sales objections by implementing an integrated PR campaign targeting a specific market through tactics like a media launch event. Key messages encapsulating the benefits to customers would be the foundation of the campaign.

    Original Description:

    PR & PUBLICITY BRIEF

    Original Title

    PR & Publicity Brief

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    This document outlines the key components needed to develop an effective PR and publicity campaign, including background on the marketing opportunity and competitive landscape, target audiences, objectives, strategies and tactics, key messages, timing, administration, budgets, and metrics. The goal is to introduce a new product or service and address any sales objections by implementing an integrated PR campaign targeting a specific market through tactics like a media launch event. Key messages encapsulating the benefits to customers would be the foundation of the campaign.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    170 views2 pages

    PR & Publicity Briefing Document - Background

    Uploaded by

    Jeffrey A. Sioson
    This document outlines the key components needed to develop an effective PR and publicity campaign, including background on the marketing opportunity and competitive landscape, target audiences, objectives, strategies and tactics, key messages, timing, administration, budgets, and metrics. The goal is to introduce a new product or service and address any sales objections by implementing an integrated PR campaign targeting a specific market through tactics like a media launch event. Key messages encapsulating the benefits to customers would be the foundation of the campaign.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    PR & PUBLICITY BRIEFING DOCUMENT

    ___________________________________________________________

    BACKGROUND:

     Outline the marketing opportunity/problem – that is, why you want to achieve
    through PR (e.g. introduce a new product or service, or address sales
    objections).
     What is happening in the market - eg buyer profile, any information you have on
    buying behaviors of the target group.
     The competitive landscape: include information (formal research or informal
    feedback) that outlines how customers and prospects perceive you vs.
    competitors; and what importance they attach to your competitive differentiators.
     Outcomes of previous PR or marketing programs

    SIMULTANEOUS INITIATIVES:

     Any planned developments (eg new resources or initiatives) you will be


    introducing that will impact on your business goals.

    TARGET AUDIENCE:

     Audiences or stakeholders you are interested in – whether these are stratified


    horizontally or vertically

    OBJECTIVES:

     Be as clear as you can be about the intended outcome of the campaign.

    STRATEGY & TACTICS:

    Tactics are the tools we use to achieve your objectives and these would be expressed
    in terms such as

    Implement an integrated PR campaign targeting XXX market”. From here, it is also


    useful to outline any tactics you wish to see used (e.g. “Media launch event for new
    thematic campaign”)

    KEY MESSAGES:

    These encapsulate the “reasons why” of your goal – for instance, the reason customers
    would benefit from buying a new product or service, as well as the reasons customers
    would benefit from choosing you over your competitors.
    Key messages are the foundation of an effective marketing campaign – and beyond
    that, they also help your sales teams speak clearly to potential customers. (Copy
    Strategy and Support)

    TIMING:

    Time period in which you want to achieve the goal - e.g. six months, a year, two years.

    ADMINISTRATION:

    How do you want the project to be implemented– for instance, do you want regular
    updates during the project, or will you be unavailable for significant portions of it? Who
    is authorized to speak on behalf of the company in your absence?

    BUDGETS:

    Budget will depend on the size and scope of the PR campaign.

    METRICS:

    Draw on a broader set of measure of success such as tracking prospect touch points, or
    even shifting some indicators of customer behavior or solid market research and/or
    customer analysis

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