How to get more from the creative brief process

When developing a messaging campaign, building on a bad idea can doom your efforts. Here’s how to get to the bottom of what your client wants.

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Early in the creative process, details matter.

Creative briefs that lack rigor and clear objectives are the earliest warning sign of a doomed client-agency relationship. Without explicit client guidance, PR teams enter a working relationship likely to make false assumptions, misinterpret instructions, and potentially miss the mark entirely.

A successful brief serves as an essential tool for productive discussion, outlining the mission, aim, purpose and goals of a PR program or campaign.

Clients have many concerns in addition to managing their agency partners, so it’s no wonder that the creative brief process can take a back seat to just getting work done.

Clients often lack the consistency necessary to provide streamlined briefs to their agencies. They fail to use standard templates, get internal approval from important stakeholders and provide valuable context to the broader business objectives.

Here are four steps to ensure the briefing process is a thoughtful exchange of information that sets the agency up for delivering the desired results:

1. Develop collaboratively.

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