The Creative Brief—a template for public relations projects
A Creative Brief is an important tool that provides a connection between an organization’s marketing goals and objectives and the creative strategies being employed. Used correctly, it can ensure that a creative project is based on clear expectations, defined objectives and a means to measure the success of the creative work (brochure, Web site, signage, etc.)
Using a basic outline from the design world, the following template can help you develop a creative brief for outlining, monitoring and measuring your public relations projects.
1. Define the objectives. What must the public relations accomplish? Sign-ups, reservations, increased sales, donations, attendance, media coverage, media attendance, new volunteers?
2. List the tactics to be used. Event, news release, radio interview, e-blast, news conference?
3. Define the target audience. Start with who you want to utlimately reach; then identify the media and venues to reach them.
4. What is the key message? This is critical. It must be newsworthy. What issues do we address? Does this tie to a national event or topic? Does it make people want to think something or do something?
5. List the specifics that must be included. The W’s of PR: who, what, where, when, why.
6. Include supporting info. Legal information, Web address, contact info, history, quotes.
7. What do you want from the PR? Introduce something, educate, increase sales, increase social media followers, defend a position?
8. How will you measure success? This is key. Go to number one and decide how you will measure each of your established objectives.
