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 PARTE – A
Intro
Se requiere un brief?
Qué compone un buen
brief
PARTe – B
Prepararse para dar un
brief
Research
Engaging
Un caso

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Brief
 La pieza de información más
importante para una agencia
 Establece el problema o la
oportunidad
 Es un documento claro, sucinto y
sumario del posicionamiento
corporativos, su estrategia de
marketing y lo que desea obtener de
las RRPP
 Habitualmente contiene información
en pequeños nuggets
Need for a Brief
 Proporciona una idea más medible
del trabajo a realizar
 Ahorra tiempo y dinero
 Research revealed that 99% of
agencies and 98% of clients agreethat:
“un brief apestoso solo da mas
dolores de cabeza y no deja cobrar
lo que nos merecemos”
 Vuelve más justa la remuneración
 Over 90% of agencies and 84% of
clients agree that: “el pago por
resultados es imposible cuando no hay
alineación de objetivos & el brief es
la herramienta que permite medir
resultdos”

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Componentes del buen Brief
 Written Briefs
 Lo ideal es una combinación de
briefs escritos y orales
 Razones
 The discipline of writing a brief
RIGOR PARA LADISCUSIÓN
 The opportunity to discuss EN
OTRA REUNIÓN MAS FORMAL
 Avoids the significant waste Y LA
PRDIDA DE TIEMPO Y RECURSOS
Components of a Good Brief
 Claridad de pensamiento
 Ni el más largo ni el más
detallado, simplemente buen
PR insight y una solución más
efectiva
 Te dejan con una idea más
clara de lo que pretendes
conseguir

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Componentes
 Objetivos más claros y defindos
 Objectives must be crystal clear
 The business problem should be clearly
defined
 Concrete business objectives ratherthan
woolly intermediate objectives are
essential
 Ejemplos :
 If the objective is indeed to attract & retain
talent for XYZ company then :
 Explain the desired objective that XYZ
company wants to achieve. How will it achieve
this objective, What is the medium of
communication – PR specific? If the objective
is achieved – how does one measure it?
Preparando un
Brief

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Preparando el brief
 Investigación
3 Ws of Research
 Engaging
Questions to ask
Por qué hacer
Investigación
 Entender percepciones, ofertas
no cumplidas
 Agregar valor al conocimiento
previo
 Mejora la proposición de valor
 Agudiza los datos existentes,
dándoles más precision

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Modes of Research
 Search Engines
 Specific Research Sites
 Perception/ Awareness
Audit
 Market Research
agencies
 Analysts
Google
 Yahoo
 Rediff
 Wi-ki Pedia
Where to (RE)Search?
- Search Engines

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 Factiva
 Cirrus
 Thompson Gale
 Reuters
Where to (RE)Search?
- Specific Research Sites
 The perception audit provides
clients with a candid and real
time view of what their target
audience think and say about
them
 The output from the
perception audit includes
providing clients with strategic
insights & highlights the
opinion that the target
audience has on the
company/brand
Where to (RE)Search?
- Perception Audit

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 It will help us refine/ define
business messaging and the
communications strategy of
the company
Where to (RE)Search?
- Perception Audit
Where to (RE)Search?
-Analysts
 IDC
 Forrester
 Frost & Sullivan
 Gartner

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Engaging The Client
Building blocks of the Brief
Marketing
Corporate
Technology
Human
Resources
Competition

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Questions to ask the client under
Corporate
The Financials of the company – Whether listed or not
Positioning of the company and its business objectives
Who is the spokesperson/ face of the company
Company’s plan ahead/ way forward in terms of investment
Questions to ask the client under
Marketing
Define your target audience & market opportunities
Detail your the product/service USP
Define the market that you address
Company’s marketing plan / way forward for the current year

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Questions to ask the client under
Human Resources
Company unique HR policies / practices
Define the market the company is addressing in terms of talent
Current headcount of the company
Company’s HR plans in terms of increasing headcount
Questions to ask the client under
Technology
Competition to the company on the technology front
What is the company’s latest technology offerings
The technology domain that the company operates in
Company’s technology plan / way forward for the current year

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Questions to ask the client under
Competition
SWOT - You versus your competition
What are your competition’s USPs
Who are your competition
A Case

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The Brief…
 XYZ Inc. is an IT Services company. Their top
management is visiting India in the month of July to
announce their ‘Way Forward’ plan.
 Questions :-
 What do you understand from
this brief?
 What are the Qs you would ask
as part of the Brief?
CONFIDENTIALIDAD:
SIEMPRE PEDIR UN NDA
HAY MUCHOS EJEMPLOS EN LA WEB
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PRINCIPIOS FUNDAMENTALES
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CONFIDENTIALIDAD:
SIEMPRE PEDIR UN NDA
HAY MUCHOS EJEMPLOS EN LA WEB
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INTEGRIDAD:ES PRECISOMEDIR QUÉ TAN SENSITIVOES
EL MATERIALAREVELAR ALA POSIBLE AGENCIA.
DEPENDE LAEMPRESADE ESTE MATERIAL?QUÉ PASA SI HAY UN
LEAK?
DIGALA VERDAD,SIEMPRE LAVERDAD, PERONOSIEMPRE TODA
LA VERDAD.
ANTICIPE UNA CRISISY TRÁTELACOMO TAL ANTES DE DAR UN
BRIEF
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RELEVANCE: QUÉ SE DESEAQUE APOYE LA AGENCIA?
QUÉ EXPECTACIONESHAY DE LOS DIFERENTESDEPTOS. DE LA
EMPRESADEL CLIENTE?
QUÉ CLIMAREINAEN LA EMPRESA?
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NO HAY LIMITES DE PALABRAS,SINO DE
BUENCONTENIDO.DEJE EL BULSHIT
PARA LOS OTROS, USTEDDEBE DECIR LO
QUE VALE LA PENA QUE SEPA SU
AGENCIA
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1) THE CORPORATE STORY
THIS SECTION MUST GIVE AS MUCH FLAVOR ABOUT THE DIMENSION, CHARACTER, VALUES
AND PRINCIPLES OF AN ORGANIZATION TO HELP PR AGENCY FAMILIARIZATION BUT ALSO
TO AID EXTERNAL CORPORATE POSITIONING.
WHAT IS THE COMPANY PROVENANCE/HISTORY AND TRACK RECORD?
WHAT HAVE ITS MILESTONE ACHIEVEMENTS BEEN?
WHAT ARE ITS STATED MISSION, VISION, VALUES?
WHAT ARE ITS KEY METRICS (FINANCIAL/GEOGRAPHIC) AND GROWTH AMBITIONS?
IS IT A MARKET LEADER OR CHALLENGER?...
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1) THE CORPORATE STORY
... AND HOW DOES IT SHAPE AND EXECUTE THAT ROLE?
WHAT CHARACTERIZES THE COMPANY'S LEADERSHIP AND INTERNAL CULTURE?
WHAT IS ITS BUSINESS MODEL AND STRUCTURE?
WHAT ARE THE COMPANY'S ISSUES AND CRISIS ALERT PROCEDURES?
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2) THE TRADING ENVIRONMENT
HERE FOLLOWS AN ANALYSISOF THE COMPANY'S TRADING
PROSPECTS AND OPPORTUNITIES, COUPLED WITH AREALISTIC
ANALYSISOF THE MARKETPLACE THREATS/ISSUESTHAT THE
AGENCY MAY BE REQUIRED TOTAKE INTOACCOUNT AS IT
DEVELOPSPR PLANS.
WHO IS THE COMPETITION?
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2) THE TRADING ENVIRONMENT
ALTERALA ESTRATEGIADE LAEMPRESA?
QUE MEDIOSYA EXPLOTAACTUALMENTE
COMO LA HAN HECHOEN NEGOCIOS
QUE DIFERENCIAMARCANENEL MERCADO
FODA
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2) THE TRADING ENVIRONMENT
WHAT ARE THE REGULATORY BARRIERS? HOW ARE THESE BEING ADDRESSED?
HOW DOES THE COMPANY PLAN TO RAISE FUTURE MARKET ENTRY BARRIERS?...
...OR EXPLOIT CURRENT MARKET CONDITIONS?
WHAT IS THE COMPANY'S PRODUCT/SERVICE ROADMAP?
WHAT KEY SALES AND MARKETING INITIATIVES ARE PLANNED OVER THE NEXT
YEAR TO DRIVE GROWTH?
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3) THE MARKET ENVIRONMENT
THISSECTION BEGINSTODEAL DIRECTLY WITH THE COMPANY'S
PUBLICOUTREACH STRATEGY AND BEGINSTOPROVIDE INSIGHT
INTOTHE MORE DIRECT ROLE A PR AGENCY CAN BE EXPECTED TO
PLAY INSUPPORT.
WHO IS THE COMPANY TRYING TOREACH?
HOW ARE THESE AUDIENCESSEGMENTED?
WHAT ISTHE CURRENT COMPANY PROPOSITION/MESSAGE TO
THESE AUDIENCES?
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3) THE MARKET ENVIRONMENT
WHAT MOTIVATESAND CHARACTERIZESTHE TARGET
CONSUMER/PURCHASER/SPECIFIER GROUPS?
WHICH (ONLINE AND OFFLINE) MEDIACHANNELSMOST
INFLUENCE THESE GROUPS?
WHICH OTHER ORGANIZATIONS(NGOSETC)ALSO INFLUENCE
PURCHASE DECISION?
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3) THE MARKET ENVIRONMENT
WHAT IMPACT HAVE THESE MEDIA/GROUPSHAD?
WHAT HAVE BEENTHE COMPANY'S PAST, PUBLICISSUES? WERE
THEY RESOLVED?
WHICH MARKETING/CORPORATE OUTREACH INITIATIVESHAVE
SEEN MOST SUCCESS?
WHERE HAS THE COMPANY FAILED TO REACH/PENETRATE ITS
MARKETS?
WHAT ARE THE COMPANY'S KEY MARKETING OBJECTIVESOVER
THE NEXT 1-5 YEARS?
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4) THE INTERNAL COMMUNITY
EMPLEADOS, ENGAGEMENT, QUÉS ESPERAN DE LA EMPRESA, CUÁLES SON SUS
PREOCUPACIONES, QUÉ RESTRICCIONES PERCIBEN A SU CRECIMIENTO
COMO REACCIONAN A LAS RESTRUCTURACIONES,
QUIENES SON LOS VOCEROS Y POR QUÉ
HAY EMBAJADORES DE MARCA?
QUÉ TAN EQUIPADOS ESTÁN ESTOS EMBAJADORES O VOCEROS?
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4) THE INTERNAL COMMUNITY
QUÉ TAN RELACIONADAS ESTÁN LAS AUDIENCIAS
INTERNAS Y EXTERNAS?
N las1.41