WHY TIME SPENT BRIEFING IS A GOOD INVESTMENT

By Colette Curry, Account Manager at construction PR agency Clare PR.

One of the things I love about my job is that I learn new things all the time. Not a day goes by without me searching Google for the background knowledge I need to bring articles and press releases to life. No amount of internet research can replace a thorough brief, however.

As a PR, persuading people to spend time talking through a project can be tricky. After all, providing me with information is seldom on their KPIs, or even on their to-do list, and there’s frequently a possibility that I’ll put them on the spot with a question that’s not easy to answer.

As an experienced copywriter within a construction PR agency, I do know what questions to ask and I am much more likely to end up with a great brief following a ten-minute conversation than I am if the client or third party contact spends half an hour sending me bullet points by email instead.

Taking a brief is a two-way, interactive process. I don’t rely on a standard set of questions because the real insights may only come about as answers to questions that have tumbled out of responses during the conversation.

Similarly, producing a great piece of editorial is a collaborative process: I may be the person writing it, but the more detailed and interesting the brief, the more detailed and interesting the draft will be.

These days, the task of a PR agency is not only to place editorial in the media but to ensure that content stands out in a crowded, multi-platform environment. A good brief and an eye-catching image are the basic building blocks required to achieve those goals so investing time in talking to the PR copywriter and budget in professional photography is fundamental to success.