What's in a brief?
A poor workman blames his tools. But are the tools really to blame? Did the workman know exactly what the purpose of the job was before he started? Did the client provide all of the relevant background information and outline exactly what a good job would look like, to give the workman the best chance of getting it right first time?
You should never underestimate the importance of giving a good brief. A decent brief is the foundation on which agencies can build a successful PR campaign. Get the foundations right, and the campaign has a greater chance of success.
Sitting down and writing a brief will help you focus on what you are looking for as a return for your investment. Whether you are briefing a new agency or briefing an existing agency on a new product or service, the following tips will help you formulate a brief and get the best out of your relationship with your agency.