[NEW] PR BRIEFFACING 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.

Market challenge: Linking

communication briefs

to business objectives.

Challenge for the agency: (1)

Better integration of

digital communication

and (2) focus on

Brand PR

Challenge for the client: Smarter

briefs: simple and clear

objectives, with impact

on business issues.

Need to think: What is PR

best at? What kind of

problems can PR solve?

EXAMPLE(A SIMPLE ONE)

Business problem: A lot of

buyers from organic

search.

Brief: Think and do things

that will generate links

to buybooks.ro