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[NEW] PR BRIEF
FACING THE MARKET CHALLENGES / PR FORUM /
MARTIE 2011
“old school” brief :   I want
image.
PR used to be “nice to
have”. The client did it
because he had money.
The agency did it for the
money.
Linking
Market challenge:

communication briefs
to business objectives.
(1)
Challenge for the agency:

Better integration of
digital communication
and (2) focus on
Brand PR
Smarter
Challenge for the client:

briefs: simple and clear
objectives, with impact
on business issues.
What is PR
Need to think:
best at? What kind of
problems can PR solve?
EXAMPLE
(A SIMPLE ONE)
[New] PR Brief
A lot of
Business problem:
buyers from organic
search.
Think and do things
Brief:
that will generate links
to buybooks.ro
[New] PR Brief

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[New] PR Brief