Finding balance can help you to achieve brief ‘nirvana’ (PR Week)

A PR agency brief can be the difference between the success and failure of a campaign.

Whether it’s a brief for a new business pitch or for a fresh campaign for an existing client, getting the brief right upfront sets the scene for all that’s to follow.

With that in mind, it’s perhaps a surprise that briefs sometimes seem – to the agencies that receive them at least – to have been put together with little thought for the outcome.