Starting a collaboration with a PR agency involves more than simply stating a request; it requires sharing as much information as possible right from the beginning. This initial clarity is the cornerstone of a successful project outcome.

Essentials for a Strong Start

Clients often only have a surface-level understanding of their own needs. Crafting a clear, well-defined request is crucial. It’s important to identify services or objectives — like brand awareness or reputation building. PR has to clearly understand how it can help the client achieve their goals.

The Role of a Brief and Its Significance

A brief is an indispensable tool for collaboration, not a step to be bypassed. Early on, it helps to uncover the client’s expectations, budget, and vision, providing a framework for an effective commercial proposal. This document serves as both a guide and roadmap, simplifying future interactions and facilitating project execution.

Understanding Client Types

Taking time to research each client — examining their social media presence, media mentions, and any public challenges ensures smoother initial discussions. A foundational analysis may even help identify clients whose values don’t align with your agency’s, allowing you to save time and focus on other partnerships.

Common Client Profiles

1. The Strategist:
This client knows what they want and values the service. They are often experienced and articulate in their requests, making collaboration constructive and streamlined. So what’s left to the briefing stage is to clarify the details and desires of the client.

2. The Seeker:
This client’s specific needs are unclear, so a discovery-driven briefing benefits them. Through thoughtful questioning, you can reveal broader objectives, paving the way for a tailored proposal that aligns with their goals. During cooperation, such clients can reach The Strategist level.

3. The Optimist:
Ambitious but limited by budget, they expect substantial returns on minimal investment. Clear, upfront explanations of service offerings are essential with this client.

4. The Tender Client:
Frequently from companies requiring extensive documentation, these clients compare options in search of the best value or creative ideas. Their process often involves soliciting proposals for benchmarking or gathering ideas for their own business.

5. Pro Bono Client:
Clients with minimal or no budget for project execution are typically charitable organizations or social initiatives. For an agency, collaborating with these clients offers the distinctive advantage of supporting impactful social projects, reinforcing its commitment to social responsibility and enhancing its positive reputation.

What Forms Can Briefing Take?

Briefing can be conducted in any convenient format, as the primary goal is to gather insights that clarify the client’s request and objectives.

• Oral briefings during meetings or calls allow for real-time interaction, enabling a better grasp of the client’s tone and underlying needs. 
• Written briefings via convenient messengers or email offer the flexibility to revisit details later, though this format might limit clients who may find it challenging to articulate their thoughts fully. 
• Additionally, some agencies provide standard forms or questionnaires for clients to complete. While this approach covers foundational questions, it may lack adaptability for client-specific details or follow-up inquiries.

Based on experience, the first two methods are most effective. Combining oral and written approaches typically leads to optimal outcomes, setting the groundwork for successful project execution.

The Essentials of a Basic Brief

Every client briefing benefits from a personalized approach, ensuring a thorough understanding of their needs. However, there is a core set of elements that should be included in each client brief:

• Basic Information: Client’s contact details, project description, full project name, social media links, website, etc.
• Objectives and Goals: Inquire about the project’s purpose, expected outcomes, desired KPIs, and other performance metrics. Clear knowledge of these goals will shape the agency’s focus and deliverables.
• Target Audience: Identifying the target audience helps shape communication strategies, making the client’s outreach more effective.
• Market Analysis: Ask about primary competitors and their differentiators. Clarify what aspects of competitors’ communications are liked or disliked.
• Content Strategy: Access to brand guidelines, tone of voice documents, or social media strategies offers insight into the intended visual and verbal identity.
• Preferences: Request references to pages or projects the client admires. Clients often have a preliminary vision that can be clarified through examples from other companies.
• Restrictions: It’s essential to establish any brand prohibitions, such as specific wording, visuals, or messaging practices.

Managing Rejections

Receiving a detailed brief doesn’t guarantee that collaboration will proceed. Agencies often encounter rejections, which must be handled with professionalism and acceptance. After each instance, conducting an analysis is crucial — whether to pinpoint any missteps or to affirm that the agency performed well but simply wasn’t the right fit for the client.

Common reasons for rejection include service costs exceeding the client’s expectations, competing agencies offering more favourable terms or a more creative approach, or the client’s need for services disappearing altogether. Many of these issues could be mitigated during the briefing phase. This is why asking thorough follow-up questions and maintaining clear communication with the client is crucial.

Roksolana Vasyliuk
New Business Manager, Perfect PR