国际公关公司客户策略Client Brief.doc

Client Brief客户概略Client 客户Job Code 工作代码Date 日期Assignment 任务Client Team 客户团队1. What is the Business Result? Whats the client ultimately trying to achieve? 商业目标是什么？客户最终想要得到什么？The specific and measurable goal the client is trying to achieve from a business perspective.从商业角度来看，客户想达到具体和可衡量的目标。2. What is the role communications should play to help the client achieve its Business Result?在帮助客户实现商业目标的过程中，传播应该起到一个什么作用呢？This statement and yes, one sentence will usually do should be measurable, specific and concise.一句话可以概括，那就是可衡量的，具体的，简明扼要的。3. What are the communications issues standing in the way of the Business Result?什么样的公共关系议题阻碍商业实现目标？These should be prioritized issues that communications and B-M can impact. To help identify the specific issues, use a Force Field Analysis, which can be found on InfoDesk.沟通影响力是应该优先考虑的问题。可以用力场分析去帮助明确具体的问题。4. What is the most important general message this campaign should deliver; e.g., a specific value proposition, a differentiated platform, a key benefit or news hook?传播活动所要传达的最重要的信息是什么？例如，一个特定的价值主张，一个差异化的平台，一个至关重要的利益点或引人关注的新闻？Define the clients critical message or chief differentiator if they only had 15 seconds with the target audience.如果他们只有15秒与目标受众交流的时间，那么首先确定客户的关键信息或者是主要的区别点。5. Who is the primary target audience(s) that will help the client achieve its Business Result?谁是主要的目标群体可以帮助客户达到商业目标？Include any specific demographics and psychographics about the target audience.包括具体有关目标受众的人口统计数据和心理信息。6. What does the primary target audience think, believe or understand currently?主要目标群体通常在想什么，相信什么？Write this statement in first person: in other words, bring the target audience to life.以第一人称作陈述：换言之，把目标受众带到生活中来。7. Who is the competition?竞争对手是谁？Outline the other companies real or perceived that compete for the target audiences share of mind. 略述其他的公司-实际或预计-与其竞争目标受众的份额。8. What are the opportunities to leverage, especially those which differentiate the client from its competition?机遇是什么？特别是区别其他竞争者的优势These should be prioritized opportunities. To help identify the specific opportunities, use the Force Field Analysis, which can be found on InfoDesk.这些应该是优先的机会。运用立场分析去帮助明确具体的机会。9. Who are the influencers that will impact the primary target audience?谁将影响主要的目标受众？This should be groups of people or organizations who influence behavior. Try to move beyond “media, friends, family and colleagues” e.g., which media will make the most impact?将是群体的人或者组织影响行为。试着超越媒体，朋友，家庭和同事的范围。例如：哪一类型的媒体影响力最大？10. What do we want the target audience to think, feel or do as a result of the campaign?作为活动的结果，我们期望目标受众如何去想，去感觉，去做？Write this statement in first person: what do we want them to believe, realistically.用第一人称去陈述：实际上我们想让他们去相信什么。11. What are the rational and emotional reasons to convey through campaign messages to change the target audiences behavior or thinking?通过传播活动去传递信息以改变受众群体的行为和想法，理性和感性的理由是什么？These are the facts the client would say to the target audience to persuade them to act differently.客户会说服目标受众他们表现的与众不同。These are the subjective feelings that the client would communicate to motivate the target audience to behave differently.主观的感觉是客户将与目标受众沟通，激发他们使其行为与众不同。Client approval:客户批准Client Brief客户概略The Client Brief is the primary tool which intl PR agency uses to gather and capture in one document all of the critical client understandings developed through research and analysis, including conversations with the client and target audience. By putting all of the information in one spot, the document can be easily shared with the client team, as well as the client, to prepare everyone for any type of strategy or creative session. The Client Brief will help to clarify the clients and teams thinking, raise questions about the current state of affairs, and identify gaps in information that need to be researched and defined prior to the development of an overall communications campaign.客户概略是国际公关公司的主要工具，用同一个文件夹研究和分析主要客户的信息，然后汇总。把所有的信息集中到一个点，该文件很容易同客户团队分享，包括与客户和目标受众的交流。同样，客户可以为每一个人准备不同类型的战略和创意。客户概略，将有助于理清客户和团队的思维，关于现在的状态提出问题，根据调查研究过的信息找出差距，确定一个全面的沟通活动。How to Use It 如何运用它：1. The Client Brief should be completed by the client team at a group meeting, so everyone can share in the knowledge and research from the beginning of the campaigns development. It will save time and resources if the team develops the brief together even more so, if the client can be part of this process.客户概略应该在客户团队的小组会议上完成。这样每一个人都可以共享在活动初期所进行的调查。如果每一个团队都能一起运用这个工具，甚至是如果我们的客户也能参与其中，那么将会节省很多时间和资源。2. In general, the questions follow the Perception Management methodology, but more importantly, they ask the basic questions which a team must have answers before it can develop a strategic or creative campaign or presentation for the client. Its also important to remember not to just write answers