CLIENT PLANNING BRIEF (Porter Novelli)

Client: Brand: What are the clients goal? Date: Version: Business Goals: Marketing Objectives: Where are we now? Industry Assessment: Competitive Assessment: Client assessment: Who are the key stakeholders? Who are they? What are they like? How do they relate to the client? How can we reach them? What are our key insights? Strenghts Opportunities Insights: What are our communications objectives? 1. Objectives # 1 2. Objectives # 2 3. Objectives # 3 Do our objectives correspond with the stakeholders were trying to reach? 1. What are our strategies? 2. Why do we believe they will work? What action do we want the stakeholder to take? What message will motivate them to take that action? Are the messages appropriate for the audience? How do we know our program is working? How are we going to measure it? Weakness Threats Draft Final

What are our communications strategies? What is our message platform?

What are our key measures of success?

Marysia McSperrin, How to brief a PR agency http://www.charitycomms.org.uk/articles/insider_secrets/how_to_brief_a_pr_agency 18.09.2010 Charities bring in PR agencies for many different reasons. Some employ an agency to complement their existing in-house team, whereas others may require an agency to provide services that staff have no time to dedicate themselves to. Whatever the intention, working with a PR agency can bring enormous benefits. They can contribute a fresh approach and offer expert advice, support and know-how based on extensive experience. Working with the right agency can help to improve your profile with the right audiences, shape peoples views and stir them into action. Whether you have been working with the same agency for years, or have recently decided to bring one in for the first time, a comprehensive brief will be crucial to the success of your work together. You need to ensure that your agency understands exactly what youre hoping to accomplish in order to achieve the best results. Your reasons for employing an agency will always be unique, so its important to pass on all the relevant information to make sure that they know your reasoning inside out. It is also worth noting that compiling a thorough and well-thought out brief can be a highly rewarding process in itself. It may help you clarify a whole host of issues, such as why certain PR activities may not have worked for you in the past or what shapes your image in other peoples eyes. You may put your brief out to a number of different agencies to see whose ideas fit most closely with your own, with the intention of inviting them to pitch or present their ideas to you. Alternatively, you might just be briefing one agency that you have already decided you want to work with. Either way, the same principles apply. An effective brief should encapsulate where youre coming from, where you want to get to and what considerations need to be taken into account along the way. For best results, the briefing process should include a face-to-face discussion as well as a written brief. Writing a PR brief, especially for the first time, can be a daunting prospect; however you cant go far wrong if you make sure you are clear on the following areas: Background Communications objectives Target audiences Communications channels Messages Potential challenges Timescale Budget Evaluation Background Provide as much information as you can to give your agency an understanding of where your organisation began and where it is today. Make sure to give an overview of what the organisation does and the services you provide; dont just rely on the agency interpreting the information on your website! If you can, include details of any other marketing or corporate plans your organisation may already have in place. PR campaigns work best when they reflect or complement overall organisational objectives. Communications objectives It helps to make clear from the outset exactly what you want to achieve from communications activity and make it as measurable as possible. For example, you may have specific aims such as 2

recruiting a certain number of volunteers, or you may want to attract new service users. Think about your ideal outcome and condense this into a few clear points, with the thinking behind these objectives made clear. Target audiences You may know exactly who you need to communicate with or you may be looking for an agency to help define your priorities. Either way, sharing as much information as possible will enable the team to devise activities that make sure the message hits the right target. Include in your brief what has and hasnt worked before and why particular audiences are priorities for you. Communications channels Channels are another area where you may be looking for an agency to supply fresh ideas. Equally, you may already be clear on the best ways to communicate with your target audience through the tabloid press, social media or face to face for example, and just want strategic input or capacity to get the job done. Whatever your thoughts, you should share them for discussion. Messages Are there additional messages for this work on top of the organisations core message framework? Giving your agency an idea of what you want to get across, in the form of bullet points, will help them work out the best method for communicating your aims. On the other hand, you may want an agency to develop your messaging for you. Either way, make it clear in your brief. Potential challenges You may be aware of challenging factors that could affect your work with an agency or the outcome of your campaign. By giving your agency warning of these, you will give them the best chance of planning around them to maximise your chances of success. Timescale You may be looking for a years ongoing PR support or for help with a particular campaign over a shorter period. Letting an agency know the duration of your planned activity will give them an idea of what kind of tactics would be most effective. Budget Your budget will dictate to an extent what kind of communications programme is possible and appropriate. Giving an agency this kind of information up-front will allow them to present you with effective but realistic ideas to make the most of whats available. Evaluation Think about what success would look like for you and how it could be measured. For example, you may want a certain number of positive articles in a specific range of media titles within a set time frame. Or you may want particular messages to have reached key audience groups. Set clear criteria for reporting results from the outset, as this will allow your agency to build your expectations into everything they do. By including as much of this information in your brief as possible, you are allowing open, transparent discussions with an agency to take place, which will mean that the work you do together is grounded in reality, not assumptions. It also ensures that the relationship with your agency will be a rewarding and enjoyable experience for you both. If in doubt, always remember the golden rule: the more detail, the better!

PRTips, How to brief your PR agency, 18.09.2010 http://www.thebluedoor.com/PRTipsHowtobriefaPRagency.shtml Working with an agency can be a very efficient way of managing your external communications campaigns and strategies. By treating that agency as an extension of your team and sharing information with them, you will make the most out of the relationship and achieve positive results. Investing time in preparing an agency brief will save you time in the long run. The more information you provide, the better they can tailor their work to your business needs. As a general rule, the following points should be covered: Describe your current situation. Give an overview of the company background, your sectors current climate and your overall business objectives. Identify the reason and need for a PR campaign and who will be their main point of contact. What do you want PR to achieve? Give a concise statement of the effect the campaign should have on your audience, your timelines and state your objectives, e.g.: to raise awareness of your company, product, service or charity to educate audiences or provide practical help or instruction Identify your audience. Whether your audience is consumer or business based, it is important to include as much information as possible in your PR brief. Any customer data you already have can be valuable in order to identify the sector and type of media appropriate for PR targeting. Existing materials. Any existing copy, statistics, presentations or links to articles make useful background information and providing these to a PR agency may well save you time and money. In addition, information from any complementary advertising and marketing campaigns running alongside the potential PR activity, and any collateral that has been effective in the past will give a clear indication of what your company likes or dislikes. Corporate Identity. All creative campaigns will comply with your corporate guidelines. If you provide details of these when giving a brief, any proposal or PR plan will take these into consideration at the outset. Brand considerations, straplines or other mandatory elements can also be communicated at this point. Make sure you communicate what you dont want. From campaigns that didnt work to budget limitations and corporate constraints, most people have a good idea of what they dont want. In order to give a really clear brief that will hit the mark, it is a good idea to share these experiences with your PR agency.

PR Campaign Pitch Targeting female students to volunteers for Girlguiding UK

http://www.authorstream.com/Presentation/yashuaib-328996-pr-campaign-pitch-demo-press-conferenceonline-features-new-media-ma-girl-shuaibafrican2-education-ppt-powerpoint/

Client: Girlguiding UK (-logo) girls in the lead (slogan) Agency: Image Merchants, by Yushau A. Shuaib Date: December 11, 2009 Our Profile: Established in 1999 by journalists and public communicators, Image Merchants is specialised in different areas of: Public Relations Event Management Crisis Management Publishing The agency has successfully carried out general publicity and PR campaigns for various organisations in the: Public Sector Private Sector and Non-governmental Celebrities Previous Clients: UNICEF, RSPCA, The British Museum, Nintendo, Braun, Unilever Girls Guiding Introduction: The Girl Guides which later transformed to Girl Guiding UK will be 100 year in 2010 after its establishment in 1910 by Robert Baden-Powell, a famous army general. As its membership grows rapidly among young girls, the organisation requires the service of student volunteers to help out and could assist during the centenary celebration. The Challenge: Volunteering for Girlguiding UK Getting more students volunteers to help out for Girlguiding UK 2010 is centenary year of Girlguiding which requires more volunteers There is an increased large number of girls who want to join Girlguiding Inadequate volunteers to guide the girls is affecting the scheme The Facts: Girlgirding UK 600,000 members 50,000 girls and young women in waiting-list It has only 80,000 volunteers Female students, regardless of race, faith or background are more suitable to volunteer for Girlguiding The Target: female students (between 18-24) in the UK Race: No discrimination Sex: Female Profession: Students Age: 18-24 Location: London, United Kingdom Potentials: Female Volunteers can become Leaders in Girlguiding The Problem: Perception on schedule of engagement I am too busy with studies to have anytime for volunteering and my weekend is to rest and relax. I dont think I can have enough time to volunteer for anything include Girlguiding (Helen, 20) Confusion on Membership Can one be a member of Girlguiding and at the same time a volunteer? I am just confused (Tianshi). I dont know the differences between being a member and a volunteer. (Abike Image) 5

 Perception on Rewards What is there for me as a benefit of being a volunteer. Can I know the rewards and other packages that will make the volunteering a worthwhile experience? I will be very glad to know. (Rita, 23) Aims and objectives of the campaign: AIM: To recruit more female student volunteers for Girl Guiding UK OBJECTIVES: To persuade and influence more participation of students in volunteerism To enhance the image and reputation of Girl Guide as global corporate organisation To create wider publicity on the Centenary and the spirit of volunteerism with is one of the core mandates of Girl Guides The Goal : Short Term: 4-6months To launch a campaign for attracting more volunteers for Girlguiding UK among female students Long Term To ensure the campaign is durable in sustaining and increasing volunteers who can be Leaders in the scheme hierarchy and contribute to community development Key Message: Celebrate with the Girls, Join the Girlguiding Volunteers Campaign Themes:Volunteer for Girlguidings activities Guiding changes girls' and young women's lives for the best Guiding is a game with a purpose. It provides opportunities for girls and young women to grow Gain new experiences while volunteering and achieve a sense of pride in accomplishment Undertake teamwork and acquire leadership skills Message Content: Slogan: Celebrate with the girls, join the Girlguiding Volunteers Focus: Requirement for prospective volunteers. E.g. age bracket, criteria/experience, job descriptions, referees Reward: Certificates of Participation as volunteers Strategy: 1: Press Conference Location: The Queen Elizabeth II Conference Centre, London (centrally located) Speakers: Girlguiding UK Chief Guide, Liz Burnly to be supported by Top Officers Theme: Girlguiding in Centenary and Roles of Female Student Volunteers Focus: To appeal for female students volunteers Target: Media representatives without exception from print and broadcast Items: Press Kits including press release and features Opportunity: Session for Question and Answer Session 2: Interview and Talkshow Appearance on Interviews/Talkshow: To Discuss volunteerism and appeal for female student volunteers Guests: Selected Personalities that went through Girlguiding Target: Electronic Media including BBC, ITV, Sky TV, Channel Theme: To focus on the need for female students to participate in volunteerism for its fun and rewarding experience Opportunity: Video Clips on girls being guided by volunteers 3: Online Media Campaign Website: www.girlguidingvolunteers.co.uk. The following sections to be integrated on the site: - Brief History of Girlguiding - How to be a volunteer including qualifications and experiences 6

- FAQ (Questions and Answers) on volunteerism - Experience of past and current volunteers - Online Application Form - Feedback and full contact addresses and Phones - Photo Gallery on Volunteers in action with members of girls guiding 4: Social Media Promoting contents of the website through blogging on Social Media to target Social Network sites: Facebook, Myspace and Twitter 5: Press Release and Features Target Traditional and Online Media. Creative writing of informative news and features to sustain the campaign in the press. Summary: The key facts on one slide The problem: Inadequate volunteers for Girlguiding UK. Lack of awareness on volunteerism The target group: Female Students between 18 24 years. They are relevant to the scheme based on age and sex The key message: Celebrate with the girls, join the Girlguiding Volunteers. Volunteer to guide the girls The strategy: A Press Conference to herald the campaign, to be followed by press release/features and new media, to attract media, create public awareness and sustain advocacy Budget : Event management (press conference venue, visitations for interviews/ talkshow) 12,000 (30%) Publicity 8,000 (20%) Website maintenance and blogging 4,000 (10%) Production of press kits/press release and features 4,000 (10%) Media monitoring (video and photo coverage, press clipping, recording on CDs) 4,000 (10%) Overhead (staff, outsourcing, mobility, stationeries and printing) 8,000 (20%) Agency fee (including miscellaneous and incidentals) 8,000 (20%) Grand Total =40,000 (100%) Evaluation Techniques : To Monitor number of hits on the website, the content and frequency (Alexa system) To Review Media Mentions in the print and electronic (newspapers/ TV, radio etc) To determine the increase in the number of volunteers (filled and returned Forms) To evaluate the feedbacks (through hotlines, enquiries, emails etc) Our Contact : Our Contact Yushau A. Shuaib President Melbury Road, Central London United Kingdom Tel: 447918148445 Email: info@imagemerchantsng.com Web: www.imagerchantsng.com

Mihaela Apetrei, Pitch-ul, o licitatie subiectiva http://www.prwave.ro/index.php?option=com_content&task=view&id=20908&Itemid=55 La matematic, doi i cu doi fac patru, iar triunghiul are mereu trei laturi; la romn, fulgul de zpad poate s i se par unuia mai alb, altuia mai argintiu este replica memorabil a profesorului meu de matematic din general, prima definiie a subiectivismului, care m-a pus n gard pentru restul experienelor profesionale. Mai trziu, odat cu fiecare pitch fie el pierdut sau ctigat -, mi-am adus aminte de aceast comparaie. De aceea, primul lucru pe care l-a spune despre pitch este c are un grad mai mare de subiectivitate dect licitaiile obinuite. Pitch-ul pune la btaie idei, concepte, strategii, nu mese, scaune sau servicii limpede definite. Ceea ce ai gndit i ai propus i se poate prea evaluatorului mai alb sau mai argintiu i va conta foarte mult i care dintre cele dou culori i place. Cum s colorezi propunerea? Ce rezultate s livrezi, ca s fii n acord cu ateptrile clientului? Ce ar vrea s vad i s primeasc de la tine, ce ateptri are? Teoretic, pentru toate aceste lucruri exist ndrumri n invitaia de participare trimis ageniilor. Teoretic, se acord un punctaj, pe baza propunerilor fcute. Totui, diferenierea se va face, n cele din urm, prin evaluarea creativitii ai livrat sau nu ceea ce clientul s-a ateptat s primeasc, ceea ce corespunde valorilor sale, percepiilor, ideilor. Partea bun a acestui subiectivism este c ageniile ajung s lucreze, pn la urm, cu acei clieni cu care se potrivesc. Selecia fcut la pitch are, dei neexplicit, aceast component de evaluare a potrivirii de stil, absolut benefic unei colaborri pe termen lung. ns, pn la momentul seleciei, orice agenie are de parcurs un drum destul de lung, care ncepe odat cu momentul primirii invitaiei. Foarte sumar spus, pregtirea pentru pitch are n mare - trei etape: 1. Cele mai multe pitch-uri cer o privire general asupra strategiei pe care intenionezi s o propui pentru derularea viitoare a colaborrii. Ca s ai o privire general, trebuie s ai strategia ca s ai strategia, trebuie s faci o cercetare deci ore de lucru dedicate muncii pas cu pas pentru a nelege industria, compania, punctele tari i punctele slabe, documentare la parteneri, colaboratori i teri implicai; 2. Al doilea pas, dup culegerea acestor informaii, l reprezint elaborarea propunerii cu care mergi la pitch. Aadar, urmeaz un brainstorming intern, o triere a ideilor, analiza lor i pstrarea celor mai bune. Apoi este realizat propunerea n sine, care va avea la baz aciuni n acord cu concluziile cercetrii, ns abordate ct mai creativ i, obligatoriu, msurabile; 3. Al treilea pas l reprezint expunerea propunerii, care trebuie gndit i repetat temeinic. n cele mai multe situaii, un procent important n decizie l are felul n care a fost prezentat propunerea, rspunsurile pe care le-au oferit consultanii, interaciunea de la faa locului. Cu toate acestea, s-ar putea spune, cu certitudine, c nu exist dou pitch-uri la fel. Vorbeam odat cu un cunoscut care participa la licitaii pentru achiziionarea de produse fizice; mi povestea c cea mai grea a fost prima licitaie, pentru c apoi a mers cu copy-paste i mici modificri, ici-colo. Nu tiu dac este chiar aa, ns categoric n serviciile de marketing i PR lucrurile stau diferit. Pitch-ul este o aciune personalizat, dedicat fiecrui potenial client n parte, o hain croit pe msur, pentru msuri unice. Am participat la pitch-uri care nu au necesitat prezena consultanilor, pentru c decizia s-a luat exclusiv pe baza propunerilor fcute. Am vzut pitch-uri n care prezentarea s-a fcut la telefon, din cauza distanei. Pitch-uri n care cerinele erau att de vag exprimate, nct nu tiai cu ce s ncepi. Sau pitch-uri n care criteriile de evaluare nu au fost niciodat anunate, sub deviza the sky is the limit. Interpretarea liber a conceptului de pitch este posibil ntr-o lume a creativitii i subiectivismului, i este unul dintre riscurile pe care, din cnd n cnd, trebuie s i le asumi.
Mihaela Apetrei este Senior Manager in cadrul agentiei de relatii publice Headline. Dupa 10 ani petrecuti in presa, ca jurnalist si reporter special, Mihaela a fondat agentia in 2001. In cei noua ani de activitate, Headline s-a dezvoltat considerabil, adunand in portofoliul sau atat clienti romani, cat si companii multinationale, in special din domeniul IT. Pe langa managementul Headline, Mihaela este implicata si in programe de training.

Wunderman a castigat pitch-ul pentru lansarea magazinului Cocor

http://www.apiip.ro/stire-347-Wunderman-a-castigat-pitch-ul-pentru-lansarea-magazinului-Cocor.html 07-07-2010

"Agentia de publicitate Wunderman/Partnership a castigat pitchul pentru lansarea oficiala a magazinului Cocor Department Store. Evenimentul de lansare va avea loc pe 23 septembrie 2010." Celelalte agentii invitate la pitch au fost: The Practice, Nicola Porter Novelli, Skepsis, Split Advertising, Tonic Advertising, Pastel Group, scrie Wall-street. Bugetul de lansare al magazinului Cocor, care va cuprinde atat investitia in evenimentul de lansare, cat si campania de media ce va sustine deschiderea galeriilor comerciale este de 600.000 de euro. Campania de media va avea componente TV, radio, print, online si DOOH si va fi administrata de catre departamentul de marketing Cocor SA. Echipa Wunderman care a contribuit la castigarea pitch-ului a fost formata din: Joaquin Bonilla Executive Creative Director, Tereza Munteanu Managing Partner, Ileana Badiu Managing Partner, Mihaela Muresanu PR Director, Denissa Scutaru Senior PR Executive, Stefan Popescu Copywriter, Vladimir Chirca Art Director, scrie Wall-street. Echipa Cocor Department Store implicata in organizarea si evaluarea pitch-ului a fost formata din: Dan Barbulescu Presedintele Consiliului Administrativ, Carmen Andrei Director Executiv, Mirela Mihailescu Director Comercial. Ogilvy PR castiga pitch-ul MOL http://www.iqads.ro/stire_2220/ogilvy_pr_castiga_pitch_ul_mol.html, 06-04-2006 MOL Romania Petroleum Products, parte din Grupul MOL, principala companie integrata de petrol si gaze din Europa centrala si rasariteana, a incredintat contul sau de relatii publice agentiei Ogilvy Public Relations Worldwide/Bucharest in urma unei licitatii la care au participat 11 dintre cele mai importante agentii de comunicare de pe piata romaneasca. A fost un pitch ca un raliu, pe care ne doream foarte mult sa-l castigam, cu atat mai mult cu cat eram deja fanii benzinariilor MOL. Am descoperit in MOL Romania nu doar o companie puternica, ci mai ales o echipa de profesionisti si de oameni entuziasti cu care colaboram deja foarte bine, declara Gabriela Lungu, Managing Director Ogilvy PR Worldwide/ Bucuresti Ogilvy PR va oferi companiei servicii de consultanta specifice colaborarii pe termen lung - managementul reputatiei si managementul situatiilor de criza, asistenta in activitatile de comunicare externa si coordonarea activitatilor de relationare cu mass media. Procedura de selectie a agentiei de PR a fost una foarte riguroasa, si dintre toate agentiile, Ogilvy PR a demonstrat ca intelege piata pe care activam si nevoile noastre de comunicare. In plus, am fost cuceriti de entuziasmul lor si de pasiunea pe care o pun in tot ceea ce fac, a declarat Catalina Roman, PR Coordinator MOL Romania Petroleum Products. Consultantii Ogilvy PR care au pregatit strategia prezentata in cadrul pitch-ului sunt Gabriela Lungu, Managing Director, Stefania Stavrositu - Account Director si Alexandru Filip Senior Account Executive. Echipa MOL a fost formata din Zsolt Szalay - Director Executiv MOL Romania, Sandor Kantor Director de Comunicare Externa MOL Group, Catalina Roman Coordonator PR, Eva Csog Coordonator PR si Daniela Neacsu - General Materials & Services Procurement. Fondata in 1999, Ogilvy Public Relations Worldwide/Bucuresti este singura subsidiara din Romania a unei companii internationale specializate in domeniul relatiilor publice cu peste 60 de filiale in America de Nord, Europa, Africa, Asia si Australia. La nivel mondial, reteaua Ogilvy Public Relations Worldwide apartine grupului WPP. MOL Romania activeaza in Romania din 1995 si a investit aproximativ 150 de milioane de euro in reteaua sa de benzinarii, care numara peste 100 de statii proprii in intreaga tara. MOL Romania face parte din Grupul MOL, principala companie integrata de petrol si gaze din Europa centrala si rasariteana. Impreuna cu Slovnaft a.s., partenerul sau din Slovacia, si INA, partenerul din Croatia, Grupul detine peste 1000 de benzinarii in unsprezece tari din regiune. 9