6. WHAT WE REALLY DO?
Business
Planning Reach Preference Action
objectives
7. BOILS DOWN TO A FEW SIMPLE QUESTIONS
Why is this brief here?
What do we want people to DO as a result of this communication?
How do we expect communications to work towards achieving this?
Whom are we trying to influence?
What are we trying to convey?
What will help people KNOW this?
What will help people FEEL this?
When how long do we expect this to take?
8. THE WAY IT WAS
Media relations Press release Mainly text only Single channel
Siloed Tactical One way
9. OUR WORLD IS EVOLVING
Earned, paid and Listening, community
Consultancy Outcome
owned channels engagement
Ideas come from
Storytelling Rich content
anywhere