P10-11: Relaia brief pitch n practica de relaii publice

Brief-ul (de PR) este un set minimal de informaii i instruciuni pe care un client l pune la
dispoziia practicienilor de relaii publice n vederea elaborrii unor oferte de servicii specializate.
Brief-ul de PR conine n mod necesar urmtoarele elemente:
descrierea situaiei clientului i formularea problemei
stabilirea obiectivelor de comunicare, ca rezultate intenionate/ dorite
delimitarea publicului int
indicarea termenului limit pentru atingerea obiectivelor
precizarea limitelor bugetului
Alturi de constituenii eseniali, n structura brief-ului pot aprea anumite elemente adiionale:
date cheie privind clientul, mediul concurenial sau ramura de activitate
precizri n legtur cu materialele de identitate organizaional ( corporatist),
campaniile de comunicare realizate n trecut i materialele de comunicare existente
informaii relevante privind punctele slabe, riscurile sau ameninrile cu care se confrunt
clientul
precizri privind instrumentele de msurare i criteriile de evaluare a rezultatelor obinute
Variante de brief:
I. PRTips, How to brief your PR agency
(http://www.thebluedoor.com/PRTipsHowtobriefaPRagency.shtml)
a. Describe your current situation. Give an overview of the company background, your sectors
current climate and your overall business objectives. Identify the reason and need for a PR
campaign and who will be their main point of contact.
b. What do you want PR to achieve? Give a concise statement of the effect the campaign should
have on your audience, your timelines and state your objectives, e.g.:
to raise awareness of your company, product, service or charity
to educate audiences or provide practical help or instruction
c. Identify your audience. Whether your audience is consumer or business based, it is important to
include as much information as possible in your PR brief. Any customer data you already have can
be valuable in order to identify the sector and type of media appropriate for PR targeting.
d. Existing materials. Any existing copy, statistics, presentations or links to articles make useful
background information and providing these to a PR agency may well save you time and money. In
addition, information from any complementary advertising and marketing campaigns running

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alongside the potential PR activity, and any collateral that has been effective in the past will give a
clear indication of what your company likes or dislikes.
e. Corporate Identity. All creative campaigns will comply with your corporate guidelines. If you
provide details of these when giving a brief, any proposal or PR plan will take these into
consideration at the outset. Brand considerations, straplines or other mandatory elements can also
be communicated at this point.
f. Make sure you communicate what you dont want. From campaigns that didnt work to budget
limitations and corporate constraints, most people have a good idea of what they dont want. In
order to give a really clear brief that will hit the mark, it is a good idea to share these experiences
with your PR agency.

II. Marysia McSperrin, How to brief a PR agency

(http://www.charitycomms.org.uk/articles/insider_secrets/how_to_brief_a_pr_agency)
Charities bring in PR agencies for many different reasons. Some employ an agency to complement
their existing in-house team, whereas others may require an agency to provide services that staff
have no time to dedicate themselves to. Whatever the intention, working with a PR agency can
bring enormous benefits. They can contribute a fresh approach and offer expert advice, support and
know-how based on extensive experience. Working with the right agency can help to improve your
profile with the right audiences, shape peoples views and stir them into action. Whether you have
been working with the same agency for years, or have recently decided to bring one in for the first
time, a comprehensive brief will be crucial to the success of your work together. You need to ensure
that your agency understands exactly what youre hoping to accomplish in order to achieve the best
results. Your reasons for employing an agency will always be unique, so its important to pass on all
the relevant information to make sure that they know your reasoning inside out. It is also worth
noting that compiling a thorough and well-thought out brief can be a highly rewarding process in
itself. It may help you clarify a whole host of issues, such as why certain PR activities may not have
worked for you in the past or what shapes your image in other peoples eyes. You may put your
brief out to a number of different agencies to see whose ideas fit most closely with your own, with
the intention of inviting them to pitch or present their ideas to you. Alternatively, you might just be
briefing one agency that you have already decided you want to work with. Either way, the same
principles apply. An effective brief should encapsulate where youre coming from, where you want
to get to and what considerations need to be taken into account along the way. For best results, the
briefing process should include a face-to-face discussion as well as a written brief. Writing a PR
brief, especially for the first time, can be a daunting prospect; however you cant go far wrong if
you make sure you are clear on the following areas:

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 Background
Communications objectives
Target audiences
Communications channels
Messages
Potential challenges
Timescale
Budget
Evaluation
Background
Provide as much information as you can to give your agency an understanding of where your
organisation began and where it is today. Make sure to give an overview of what the organisation
does and the services you provide; dont just rely on the agency interpreting the information on your
website! If you can, include details of any other marketing or corporate plans your organisation may
already have in place. PR campaigns work best when they reflect or complement overall
organisational objectives.
Communications objectives
It helps to make clear from the outset exactly what you want to achieve from communications
activity and make it as measurable as possible. For example, you may have specific aims such as
recruiting a certain number of volunteers, or you may want to attract new service users. Think about
your ideal outcome and condense this into a few clear points, with the thinking behind these
objectives made clear.
Target audiences
You may know exactly who you need to communicate with or you may be looking for an agency to
help define your priorities. Either way, sharing as much information as possible will enable the team
to devise activities that make sure the message hits the right target. Include in your brief what has
and hasnt worked before and why particular audiences are priorities for you.
Communications channels
Channels are another area where you may be looking for an agency to supply fresh ideas. Equally,
you may already be clear on the best ways to communicate with your target audience through the
tabloid press, social media or face to face for example, and just want strategic input or capacity to
get the job done. Whatever your thoughts, you should share them for discussion.
Messages
Are there additional messages for this work on top of the organisations core message framework?
Giving your agency an idea of what you want to get across, in the form of bullet points, will help

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them work out the best method for communicating your aims. On the other hand, you may want an
agency to develop your messaging for you. Either way, make it clear in your brief.
Potential challenges
You may be aware of challenging factors that could affect your work with an agency or the outcome
of your campaign. By giving your agency warning of these, you will give them the best chance of
planning around them to maximise your chances of success.
Timescale
You may be looking for a years ongoing PR support or for help with a particular campaign over a
shorter period. Letting an agency know the duration of your planned activity will give them an idea
of what kind of tactics would be most effective.
Budget
Your budget will dictate to an extent what kind of communications programme is possible and
appropriate. Giving an agency this kind of information up-front will allow them to present you with
effective but realistic ideas to make the most of whats available.
Evaluation
Think about what success would look like for you and how it could be measured. For example, you
may want a certain number of positive articles in a specific range of media titles within a set time
frame. Or you may want particular messages to have reached key audience groups. Set clear criteria
for reporting results from the outset, as this will allow your agency to build your expectations into
everything they do. By including as much of this information in your brief as possible, you are
allowing open, transparent discussions with an agency to take place, which will mean that the work
you do together is grounded in reality, not assumptions. It also ensures that the relationship with
your agency will be a rewarding and enjoyable experience for you both. If in doubt, always
remember the golden rule: the more detail, the better!

III. CLIENT PLANNING BRIEF (Porter Novelli)

Client: Date:
Brand: Version: Draft Final
What are the clients goal? Business Goals:
Marketing Objectives:
Where are we now? Industry Assessment:
Competitive Assessment:
Client assessment:

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Who are the key stakeholders?
What are our key insights?
What are our communications objectives?
What are our communications strategies?
What is our message platform?
What are our key measures of success?
Who are they? What are they like?
How do they relate to the client?
How can we reach them?
Strenghts Weakness
Opportunities Threats
Insights:
1. Objectives # 1
2. Objectives # 2
3. Objectives # 3
Do our objectives correspond with the stakeholders
were trying to reach?
1. What are our strategies?
2. Why do we believe they will work?
What action do we want the stakeholder to take?
What message will motivate them to take that action?
Are the messages appropriate for the audience?
How do we know our program is working?
How are we going to measure it?
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Pitch-ul de PR este licitaia prin care clientul selecteaz cea mai bun ofert elaborat pe baza brief-
ului su.
Oferta specialistului n PR poate fi construit pe modelul de mai jos:

PR Campaign Pitch
Targeting female students to volunteers for Girlguiding UK
(http://www.authorstream.com/Presentation/yashuaib-328996-pr-campaign-pitch-demo-press-
conference-online-features-new-media-ma-girl-shuaibafrican2-education-ppt-powerpoint/)

Client: Girlguiding UK (-logo) girls in the lead (slogan)

Agency: Image Merchants, by Yushau A. Shuaib
Date: December 11, 2009
Our Profile:
Established in 1999 by journalists and public communicators, Image Merchants is specialised in
different areas of:
Public Relations
Event Management
Crisis Management Publishing
The agency has successfully carried out general publicity and PR campaigns for various
organisations in the:
Public Sector
Private Sector and
Non-governmental
Celebrities
Previous Clients: UNICEF, RSPCA, The British Museum, Nintendo, Braun, Unilever
Girls Guiding Introduction: The Girl Guides which later transformed to Girl Guiding UK will be
100 year in 2010 after its establishment in 1910 by Robert Baden-Powell, a famous army general.
As its membership grows rapidly among young girls, the organisation requires the service of
student volunteers to help out and could assist during the centenary celebration.
The Challenge: Volunteering for Girlguiding UK
Getting more students volunteers to help out for Girlguiding UK
2010 is centenary year of Girlguiding which requires more volunteers
There is an increased large number of girls who want to join Girlguiding
Inadequate volunteers to guide the girls is affecting the scheme
The Facts:
Girlgirding UK 600,000 members
50,000 girls and young women in waiting-list
It has only 80,000 volunteers
Female students, regardless of race, faith or background are more suitable to volunteer for
Girlguiding
The Target: female students (between 18-24) in the UK

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 Race: No discrimination
Sex: Female
Profession: Students
Age: 18-24
Location: London, United Kingdom
Potentials: Female Volunteers can become Leaders in Girlguiding
The Problem:
Perception on schedule of engagement
I am too busy with studies to have anytime for volunteering and my weekend is to rest and relax. I
dont think I can have enough time to volunteer for anything include Girlguiding (Helen, 20)
Confusion on Membership
Can one be a member of Girlguiding and at the same time a volunteer? I am just confused
(Tianshi). I dont know the differences between being a member and a volunteer. (Abike Image)
Perception on Rewards
What is there for me as a benefit of being a volunteer. Can I know the rewards and other packages
that will make the volunteering a worthwhile experience? I will be very glad to know. (Rita, 23)
Aims and objectives of the campaign:
AIM: To recruit more female student volunteers for Girl Guiding UK
OBJECTIVES:

To persuade and influence more participation of students in volunteerism

To enhance the image and reputation of Girl Guide as global corporate organisation
To create wider publicity on the Centenary and the spirit of volunteerism with is one of the
core mandates of Girl Guides
The Goal :
Short Term: 4-6months
To launch a campaign for attracting more volunteers for Girlguiding UK among female
students
Long Term
To ensure the campaign is durable in sustaining and increasing volunteers who can be
Leaders in the scheme hierarchy and contribute to community development
Key Message: Celebrate with the Girls, Join the Girlguiding Volunteers
Campaign Themes:Volunteer for Girlguidings activities
Guiding changes girls' and young women's lives for the best
Guiding is a game with a purpose. It provides opportunities for girls and young women to grow
Gain new experiences while volunteering and achieve a sense of pride in accomplishment
Undertake teamwork and acquire leadership skills

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Message Content:
Slogan: Celebrate with the girls, join the Girlguiding Volunteers
Focus: Requirement for prospective volunteers. E.g. age bracket, criteria/experience, job
descriptions, referees
Reward: Certificates of Participation as volunteers
Strategy:
1: Press Conference
Location: The Queen Elizabeth II Conference Centre, London (centrally located)
Speakers: Girlguiding UK Chief Guide, Liz Burnly to be supported by Top Officers
Theme: Girlguiding in Centenary and Roles of Female Student Volunteers
Focus: To appeal for female students volunteers
Target: Media representatives without exception from print and broadcast
Items: Press Kits including press release and features
Opportunity: Session for Question and Answer Session
2: Interview and Talkshow
Appearance on Interviews/Talkshow: To Discuss volunteerism and appeal for female student volunteers
Guests: Selected Personalities that went through Girlguiding
Target: Electronic Media including BBC, ITV, Sky TV, Channel
Theme: To focus on the need for female students to participate in volunteerism for its fun and
rewarding experience
Opportunity: Video Clips on girls being guided by volunteers
3: Online Media
Campaign Website: www.girlguidingvolunteers.co.uk. The following sections to be integrated on the site:
- Brief History of Girlguiding
- How to be a volunteer including qualifications and experiences
- FAQ (Questions and Answers) on volunteerism
- Experience of past and current volunteers
- Online Application Form
- Feedback and full contact addresses and Phones
- Photo Gallery on Volunteers in action with members of girls guiding
4: Social Media
Promoting contents of the website through blogging on Social Media to target Social Network sites:
Facebook, Myspace and Twitter
5: Press Release and Features

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Target Traditional and Online Media. Creative writing of informative news and features to sustain
the campaign in the press.
Summary: The key facts on one slide
The problem: Inadequate volunteers for Girlguiding UK. Lack of awareness on volunteerism
The target group: Female Students between 18 24 years. They are relevant to the scheme
based on age and sex
The key message: Celebrate with the girls, join the Girlguiding Volunteers. Volunteer to
guide the girls
The strategy: A Press Conference to herald the campaign, to be followed by press
release/features and new media, to attract media, create public awareness and sustain
advocacy
Budget :
Event management (press conference venue, visitations for interviews/ talkshow) 12,000
(30%)
Publicity 8,000 (20%)
Website maintenance and blogging 4,000 (10%)
Production of press kits/press release and features 4,000 (10%)
Media monitoring (video and photo coverage, press clipping, recording on CDs) 4,000
(10%)
Overhead (staff, outsourcing, mobility, stationeries and printing) 8,000 (20%)
Agency fee (including miscellaneous and incidentals) 8,000 (20%)
Grand Total =40,000 (100%)
Evaluation Techniques :
To Monitor number of hits on the website, the content and frequency (Alexa system)
To Review Media Mentions in the print and electronic (newspapers/ TV, radio etc)
To determine the increase in the number of volunteers (filled and returned Forms)
To evaluate the feedbacks (through hotlines, enquiries, emails etc)
Our Contact : Yushau A. Shuaib President Melbury Road, Central London United Kingdom Tel:
447918148445 Email: info@imagemerchantsng.com Web: www.imagerchantsng.com
Pitch-ul de PR este marcat n mod esenial de subiectivitate. Nu exist reete care s asigure
ctigarea unei licitaii de oferte n domeniul relaiilor publice.
Articol de opinie: Mihaela Apetrei, Pitch-ul, o licitatie subiectiva
(http://www.prwave.ro/index.php?option=com_content&task=view&id=20908&Itemid=55)

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La matematic, doi i cu doi fac patru, iar triunghiul are mereu trei laturi; la romn, fulgul de
zpad poate s i se par unuia mai alb, altuia mai argintiu este replica memorabil a
profesorului meu de matematic din general, prima definiie a subiectivismului, care m-a pus n
gard pentru restul experienelor profesionale. Mai trziu, odat cu fiecare pitch fie el pierdut sau
ctigat -, mi-am adus aminte de aceast comparaie. De aceea, primul lucru pe care l-a spune
despre pitch este c are un grad mai mare de subiectivitate dect licitaiile obinuite. Pitch-ul pune
la btaie idei, concepte, strategii, nu mese, scaune sau servicii limpede definite. Ceea ce ai gndit i
ai propus i se poate prea evaluatorului mai alb sau mai argintiu i va conta foarte mult i care
dintre cele dou culori i place. Cum s colorezi propunerea? Ce rezultate s livrezi, ca s fii n
acord cu ateptrile clientului? Ce ar vrea s vad i s primeasc de la tine, ce ateptri are?
Teoretic, pentru toate aceste lucruri exist ndrumri n invitaia de participare trimis ageniilor.
Teoretic, se acord un punctaj, pe baza propunerilor fcute. Totui, diferenierea se va face, n cele
din urm, prin evaluarea creativitii ai livrat sau nu ceea ce clientul s-a ateptat s primeasc,
ceea ce corespunde valorilor sale, percepiilor, ideilor. Partea bun a acestui subiectivism este c
ageniile ajung s lucreze, pn la urm, cu acei clieni cu care se potrivesc. Selecia fcut la pitch
are, dei neexplicit, aceast component de evaluare a potrivirii de stil, absolut benefic unei
colaborri pe termen lung. ns, pn la momentul seleciei, orice agenie are de parcurs un drum
destul de lung, care ncepe odat cu momentul primirii invitaiei. Foarte sumar spus, pregtirea
pentru pitch are n mare - trei etape: 1. Cele mai multe pitch-uri cer o privire general asupra
strategiei pe care intenionezi s o propui pentru derularea viitoare a colaborrii. Ca s ai o privire
general, trebuie s ai strategia ca s ai strategia, trebuie s faci o cercetare deci ore de lucru
dedicate muncii pas cu pas pentru a nelege industria, compania, punctele tari i punctele slabe,
documentare la parteneri, colaboratori i teri implicai; 2. Al doilea pas, dup culegerea acestor
informaii, l reprezint elaborarea propunerii cu care mergi la pitch. Aadar, urmeaz un
brainstorming intern, o triere a ideilor, analiza lor i pstrarea celor mai bune. Apoi este realizat
propunerea n sine, care va avea la baz aciuni n acord cu concluziile cercetrii, ns abordate ct
mai creativ i, obligatoriu, msurabile; 3. Al treilea pas l reprezint expunerea propunerii, care
trebuie gndit i repetat temeinic. n cele mai multe situaii, un procent important n decizie l are
felul n care a fost prezentat propunerea, rspunsurile pe care le-au oferit consultanii, interaciunea
de la faa locului. Cu toate acestea, s-ar putea spune, cu certitudine, c nu exist dou pitch-uri la
fel. Vorbeam odat cu un cunoscut care participa la licitaii pentru achiziionarea de produse fizice;
mi povestea c cea mai grea a fost prima licitaie, pentru c apoi a mers cu copy-paste i mici
modificri, ici-colo. Nu tiu dac este chiar aa, ns categoric n serviciile de marketing i PR
lucrurile stau diferit. Pitch-ul este o aciune personalizat, dedicat fiecrui potenial client n parte,
o hain croit pe msur, pentru msuri unice. Am participat la pitch-uri care nu au necesitat

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prezena consultanilor, pentru c decizia s-a luat exclusiv pe baza propunerilor fcute. Am vzut
pitch-uri n care prezentarea s-a fcut la telefon, din cauza distanei. Pitch-uri n care cerinele erau
att de vag exprimate, nct nu tiai cu ce s ncepi. Sau pitch-uri n care criteriile de evaluare nu au
fost niciodat anunate, sub deviza the sky is the limit. Interpretarea liber a conceptului de
pitch este posibil ntr-o lume a creativitii i subiectivismului, i este unul dintre riscurile pe
care, din cnd n cnd, trebuie s i le asumi.
Mihaela Apetrei este Senior Manager in cadrul agentiei de relatii publice Headline. Dupa 10 ani
petrecuti in presa, ca jurnalist si reporter special, Mihaela a fondat agentia in 2001. In cei noua ani
de activitate, Headline s-a dezvoltat considerabil, adunand in portofoliul sau atat clienti romani, cat
si companii multinationale, in special din domeniul IT. Pe langa managementul Headline, Mihaela
este implicata si in programe de training.

Referiri la pitch-uri de PR:

1. Wunderman a castigat pitch-ul pentru lansarea magazinului Cocor
(http://www.apiip.ro/stire-347-Wunderman-a-castigat-pitch-ul-pentru-lansarea-magazinului-Cocor.html)
"Agentia de publicitate Wunderman/Partnership a castigat pitchul pentru lansarea oficiala a
magazinului Cocor Department Store. Evenimentul de lansare va avea loc pe 23 septembrie 2010."
Celelalte agentii invitate la pitch au fost: The Practice, Nicola Porter Novelli, Skepsis, Split
Advertising, Tonic Advertising, Pastel Group, scrie Wall-Street.
Bugetul de lansare al magazinului Cocor, care va cuprinde atat investitia in evenimentul de lansare,
cat si campania de media ce va sustine deschiderea galeriilor comerciale este de 600.000 de euro.
Campania de media va avea componente TV, radio, print, online si DOOH si va fi administrata de
catre departamentul de marketing Cocor SA.
Echipa Wunderman care a contribuit la castigarea pitch-ului a fost formata din: Joaquin Bonilla -
Executive Creative Director, Tereza Munteanu Managing Partner, Ileana Badiu Managing
Partner, Mihaela Muresanu PR Director, Denissa Scutaru Senior PR Executive, Stefan Popescu
Copywriter, Vladimir Chirca Art Director, scrie Wall-Street.
Echipa Cocor Department Store implicata in organizarea si evaluarea pitch-ului a fost formata din:
Dan Barbulescu Presedintele Consiliului Administrativ, Carmen Andrei Director Executiv,
Mirela Mihailescu Director Comercial.

2. Ogilvy PR castiga pitch-ul MOL

(http://www.iqads.ro/stire_2220/ogilvy_pr_castiga_pitch_ul_mol.html, 06-04-2006)

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MOL Romania Petroleum Products, parte din Grupul MOL, principala companie integrata de petrol
si gaze din Europa centrala si rasariteana, a incredintat contul sau de relatii publice agentiei Ogilvy
Public Relations Worldwide/Bucharest in urma unei licitatii la care au participat 11 dintre cele mai
importante agentii de comunicare de pe piata romaneasca.
A fost un pitch ca un raliu, pe care ne doream foarte mult sa-l castigam, cu atat mai mult cu cat
eram deja fanii benzinariilor MOL. Am descoperit in MOL Romania nu doar o companie puternica,
ci mai ales o echipa de profesionisti si de oameni entuziasti cu care colaboram deja foarte bine,
declara Gabriela Lungu, Managing Director Ogilvy PR Worldwide/ Bucuresti Ogilvy PR va oferi
companiei servicii de consultanta specifice colaborarii pe termen lung - managementul reputatiei si
managementul situatiilor de criza, asistenta in activitatile de comunicare externa si coordonarea
activitatilor de relationare cu mass media.
Procedura de selectie a agentiei de PR a fost una foarte riguroasa, si dintre toate agentiile, Ogilvy
PR a demonstrat ca intelege piata pe care activam si nevoile noastre de comunicare. In plus, am fost
cuceriti de entuziasmul lor si de pasiunea pe care o pun in tot ceea ce fac, a declarat Catalina
Roman, PR Coordinator MOL Romania Petroleum Products.
Consultantii Ogilvy PR care au pregatit strategia prezentata in cadrul pitch-ului sunt Gabriela
Lungu, Managing Director, Stefania Stavrositu - Account Director si Alexandru Filip Senior
Account Executive. Echipa MOL a fost formata din Zsolt Szalay - Director Executiv MOL
Romania, Sandor Kantor Director de Comunicare Externa MOL Group, Catalina Roman
Coordonator PR, Eva Csog Coordonator PR si Daniela Neacsu - General Materials & Services
Procurement.
Fondata in 1999, Ogilvy Public Relations Worldwide/Bucuresti este singura subsidiara din Romania
a unei companii internationale specializate in domeniul relatiilor publice cu peste 60 de filiale in
America de Nord, Europa, Africa, Asia si Australia. La nivel mondial, reteaua Ogilvy Public
Relations Worldwide apartine grupului WPP.
MOL Romania activeaza in Romania din 1995 si a investit aproximativ 150 de milioane de euro in
reteaua sa de benzinarii, care numara peste 100 de statii proprii in intreaga tara. MOL Romania face
parte din Grupul MOL, principala companie integrata de petrol si gaze din Europa centrala si
rasariteana. Impreuna cu Slovnaft a.s., partenerul sau din Slovacia, si INA, partenerul din Croatia,
Grupul detine peste 1000 de benzinarii in unsprezece tari din regiune.

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