A well-written PR brief is essential for successful public relations campaign. It outlines the –
- Goals
- Objectives
- Target audience
- Key messages
This will provide your internal and external team a clear roadmap. It is possible to handle PR efforts in-house, but seeking help from a reputable PR agency is advantageous.
PR agencies like Snapdragon Media offer your business expertise, industry connections, and unique PR strategies.
Here is a step-by-step guide on how to write a PR brief that effectively communicates your brand message.
Define Your Goals
First step is to define the goal of this PR campaign.
- Do you want to make more people know about your brand
- Are you planning to get new customers?
- Is your priority to fix your reputation?
- Or something else?
Be specific and measurable. For example, rather than just saying “increase website traffic,” – say, “increase website traffic by 50% in the next six months”.
Know Your Target Audience
Think about the people you want to reach out and talk to.
- Who are they?
- What do they like?
- What do they care about?
The more information you have the better you will know about your audience’s need and preferences. It will help you customize the PR brief, accurately.
Develop key messages
You have your goals outlined and know your target audience. It is time to start developing the core ideas [messages] you want to convey. It has to be loud and clear.
You can say….
- What’s the big deal about your product?
- What makes it different from the competition?
- What benefits it offers?
Keep the message real and simple! Your message should fit with what your brand stands for and what your customers expect.
Make sure it is easy to understand and interesting. A little humour or fun can be nice, but it should be appropriate and match your brand’s personality.
Conduct a SWOT analysis:
Think about –
- What your brand does well?
- What it doesn’t do so well?
- What could be great opportunities for you?
- What might get in your way?
Knowing your strengths you can take advantage of it. Gaining familiarity of your weaknesses, you can keep an eye on it [if possible make changes to reduce the weakness]
With a SWOT analysis, you can develop smart PR strategies to make the most of your opportunities and handle any challenges with ease.
Outline your PR strategy
- Think about how to connect with your audience. Will you use newspapers, magazines, social media, influencers, or events?
- Next, make a plan with all the things you will do to reach your goals. This could be press releases, talking to journalists, making cool stuff, or planning events.
- Finally, set a schedule and budget that works for you. This will help you use your time and money wisely.
Get feedback & adjust
Share your PR plan with every department and management involved to get a constructive feedback. It even ensures that everyone is in synch.
If something needs refinement, don’t be afraid to change it. The goal is to make your plan even better.
By following these steps and creating a cool PR plan, you can make your PR efforts rock! A good plan helps everyone on your team understand the goal and work together to achieve it.
