Abstract
The quality of the public relations effort is likely to be directly related to the quality of the brief. However, any brief is better than none. There should be no mystery. The brief is an outline of what the expenditure in public relations is expected to return to the investor. It should not be long. It should be focused. It should not propose activity. It should identify expected achievements.
Mankind have been created for the sake of one another. Either instruct them, therefore, or endure them.
Marcus Aurelius (121–180), Meditations
This is a preview of subscription content, log in via an institution to check access.
Preview
Unable to display preview. Download preview PDF.
Copyright information
© 1998 Roger Haywood
About this chapter
Cite this chapter
Haywood, R. (1998). Public relations direction. In: Public relations for marketing professionals. Palgrave, London. https://doi.org/10.1007/978-1-349-14365-8_6
Download citation
DOI: https://doi.org/10.1007/978-1-349-14365-8_6
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-68477-1
Online ISBN: 978-1-349-14365-8