THE first stage is to agree and document a strategy that fits with your ambitions, brand strategy and that supports those running the PR and marketing functions.

This is critical as you can only measure a campaign’s success or failure if you have tangible and agreed ‘milestones’ to measure against.

It’s more than just getting you relevant press coverage.

Although PR tends to be thought of as media exposure by many, a good campaign may embrace a number of different disciplines. The potential to use advertising, press relations, events, sponsorship, direct mail and the Internet are huge. Some of the best campaigns that have changed public perceptions have been ‘PR led’ and have included all these elements.

PR offers the opportunity to raise the profile of a person or organisation by getting others to talk about them, making it credible. In recent years, the huge advancements in technology have led to information overload.

As a result, PR consultants have to work much harder to come up with new and creative ideas that will stand out in a crowd. PR works best when it is realistic, sensible and when an appropriate budget is determined. Your budget MUST match your expectations. It is the job of St George Marketing & PR to manage your expectations, but you will also need to be very clear about your brief and a sensible budget.

BRIEF US CORRECTLY

AT St George Marketing & Public Relations, we give your marketing, design or public relations brief every chance of success. A thorough client briefing to us will make a world of difference to your campaign’s effectiveness.

We have to understand your objectives to translate these ideas into powerful and compelling communications. The following guide sets out the 10 keys to your campaign’s success:

1. Background

What is the big picture? What is happening in your particular market? What is your company’s positioning in its niche market?

2. Objective

What is the objective of your future marketing activity? Is it to generate more inbound sales calls? Is it to raise your profile? What results do you require? How do you see the key message communicated most effectively? What would you like your target audience to think and feel about you? How do they think and feel now?

3. Target Audience

Who exactly is your target audience? The more specific you can be, the more successful will be your campaign. Demographics, psychographics, age, sex and geography will all combine to give us the most accurate picture of these “VIPs”.

4. What do we want to say?

What is the pure essence of your brand? What are your USPs? What is the most important value proposition for your brand? What are the three key features and benefits of your product/service. What is the most important thing we can say to achieve your objective? This should be a seven word sentence (or two) expressing a specific idea or philosophy you can picture one day on a massive billboard.

5. What do we need?

What is the preferred format, structure, size, scope and description of the marketing activity or collateral? What is the ‘call to action' or response mechanism? How will your message reach the target audience? Which channels shall we use?

6. What are the other essential elements?

What logos, contact names, telephone numbers, codes / references must be included? Anything else you consider a ‘must have’?

7. What is the timeframe?

A realistic timeframe is essential. This will vary depending on the nature of the activity or communication, the delivery address and the number of people you need your message to reach. Always try to give us enough time for creative think-tanks and brainstorming to get the most out of your campaign.

8. How many do we need?

What is the quantity? This is crucial to establish your marketing communications and public relations budget.

9. What is the budget?

Do you have a realistic budget authorised for this campaign? Are you authorised to sign the purchase orders? If not, who is? Can you at very least provide us with a ballpark budget estimate? With a price range, we know your intentions are genuine.  

10. Who gives the campaign approval order?

Who writes the purchase orders? What is their availability? What is their name, telephone number, address and email address? We will need to see them before any creative concepts or mock-ups are prepared on your behalf. That’s only fair, right?