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Bogdan Theodor Olteanu
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[New] PR Brief
1.
[NEW] PR BRIEF FACING
THE MARKET CHALLENGES / PR FORUM / MARTIE 2011
2.
“old school” brief
: I want image.
3.
PR used to
be “nice to have”. The client did it because he had money. The agency did it for the money.
4.
Linking Market challenge: communication briefs to
business objectives.
5.
(1) Challenge for the
agency: Better integration of digital communication and (2) focus on Brand PR
6.
Smarter Challenge for the
client: briefs: simple and clear objectives, with impact on business issues.
7.
What is PR Need
to think: best at? What kind of problems can PR solve?
8.
EXAMPLE (A SIMPLE ONE)
9.
10.
A lot of Business
problem: buyers from organic search.
11.
Think and do
things Brief: that will generate links to buybooks.ro
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