Public relations planning in the marketing mix

The ‘ideal’ brief would include a written document providing marketing data and research information on the brand, the product or service, its marketing activity, clear public relations objectives and target audiences, with some budget parameters. This should be backed up with one or a series of discussions with the relevant marketing and related personnel, e.g. corporate communications management, researchers, new product development staff, technicians etc, so that any useful additional information may be obtained.

It may be helpful to ask the following questions in order to gain a greater understanding of a brief.

• What are your organization’s overall corporate objectives?

• What are your organization’s specific marketing objectives, and could you provide a copy of your marketing plan?

• Are you able to provide any additional market research in terms of product delivery, customer (trade or consumer) awareness and/or acceptance, target audience demographics or psychographics?

• Could you provide company and /or product literature?

• Could you provide details regarding any other marketing communications initiatives you have in place, e.g. advertising, promotion, merchandising, direct marketing, sponsorship etc.?

• What do you see as your organization’s or product’s current image? Desired image?

• Who are your current/future customers (primary/secondary/ tertiary)?

• What do your customers think of your organization/product?

• Who are the major influencers on choice of your organization’s products?

• Do the media treat you fairly? Do you receive positive, neutral or negative coverage? How much coverage do you receive?

• How would you wish to measure the success of a public relations campaign?

• Are there any other relevant personnel in your organization with whom to speak?

Independent of the briefing process, other useful information may be obtained such as copies of past media coverage, information and literature on the products or service’s competition, and market research reports. Additionally, it may be helpful to speak with random consumers fitting the target audience profile or journalists within the target media.