Starting work on a new campaign is an exciting time where we have the opportunity to focus all of our attention on our creative ideas. Starting with the exciting stuff; the in-store activation, influencer marketing and attractive PR drop, we can create the wow factor for consumers and clients alike. While this is all well and good, experience has taught us that we need to take a step back and be certain that our ideas will match that of the client’s brief. It is far too easy to get caught up in the fun and miss the finer details.
This is exactly why there are huge benefits to providing a detailed brief if you want to get the most from your PR resource.
Deliver measurable results
Providing a detailed brief is worth the time and effort as is it allows an agency to show what they have delivered at the end of a campaign. Showing clients that we have delivered what they wanted also means we are able to demonstrate the return on investment they have achieved through commissioning our services. .
When we work with clients we make sure to set very specific objectives so that we can measure our success throughout a campaign. It doesn’t always go to plan, but with metrics in place and regular meetings we can change our tactics to meet with the needs of the brand.
Managing expectations is a big part of what we do and as an honest and ‘open’ agency, we make sure to be as transparent as possible. This builds relationships and confidence. Our clients know they can trust us to do a good job and to do it well.
Ensure everyone is on the same page
When working with clients the importance of a detailed brief is something that can be easily overlooked in the early stages of a campaign. The problems start when an agency is asked to provide feedback and it is inconsistent with the client’s expectations.
Having an in-depth discussion at the very start about what a brand hopes to achieve from PR will dispel any myths and set good foundations.
While an agency may want to deliver something risky or creative, we find its always best to look back at objectives and make sure that the tactics will deliver.
It’s not about dampening creativity but more about building trust and securing results through sticking to a brief!
Only a detailed brief from a client will allow an agency to refine any messaging and potentially the chosen tone of voice.
Taking the time to understand brand values, beliefs and aspirations for a campaign helps a PR agency to evolve the approach and targets. Alongside this, discussing what has and hasn’t worked in the past can help establish the best way to proceed with a new campaign.
Although messaging can be changed part-way through a PR programme, it isn’t best practice and we would always advise that having clear guidance from the outset will work far better. After all, there is no point in wasting time, effort and money through bad planning.
Providing a detailed brief gives agencies and clients a focus. It allows everyone involved to achieve what was first discussed and to manage realistic expectations. One of the best feelings is to showcase results that meet with the objectives of a brand and business when a campaign comes to an end. This is just one of the things that makes PR such a rewarding career!
If you’d like to discuss ways that the team at Open Comms can with your next campaign, contact us on firstname.lastname@example.org or call 01924 862477.