Campaign/Press Release Kick-off Questionnaire
Getting to the Heart of Your Vision
This questionnaire is designed to streamline our collaboration and transform your initial ideas into a powerful PR or campaign. We know the struggle of juggling "Final," "Final Final," and "This Time It's REALLY Final" versions of a project. Our goal is to avoid those endless back-and-forth revisions and jump straight to impactful results by capturing all the essential details upfront in this brief.
So, let's nail this brief right from the start, so our project can roll out smoothly without a million 'Final' edits.
1. The Core Objective -Why Are We Doing This?
What specific, measurable outcome are you aiming for with this campaign or PR initiative? Think beyond just "awareness" – what does success look like (e.g., specific percentage increase in mentions, website traffic, leads generated, sales conversion, shift in public perception)?
What is the primary problem we're solving or the key opportunity we're seizing?
How will you personally define and measure the ultimate success of this project?
2. Our Audience - Who Needs to Hear This?
Describe the people we're trying to reach. What are their demographics, interests, and current behaviors?
What are their existing perceptions, challenges, or needs that our message can address?
What do we want them to think, feel, or do after encountering our campaign? What is their desired next step?
3. The Message & Emotion - What's the One Thing?
If our audience could only remember one thing from this campaign, what would it be? What's the absolute essence?
What core messages do we need to convey to achieve our objective?
What specific emotion or feeling should this campaign evoke in our audience (e.g., excitement, trust, urgency, understanding)?
4. Your Vision for the Experience - How Should it Feel?
Beyond just the message, describe the overall experience you want people to have with this campaign. Will it be interactive, informative, inspiring, entertaining?
Are there any "wow" moments or specific interactions you envision?
Think about the journey: What's the ideal path an audience member takes from initial exposure to desired action?
5. Style & Voice - Setting the Tone
What is the desired tone for all communications (e.g., authoritative, playful, empathetic, innovative, urgent)?
Do you have existing brand voice guidelines, or can you share examples of communication styles you admire (or dislike)?
How should our campaign's aesthetic and language align with your brand's overall identity?
6. The Context - Where Does This Fit?
Is this campaign part of a larger initiative, a product launch, or an ongoing brand narrative? Please explain its place within your broader strategy.
Is this campaign tied to a specific event, date, or seasonal moment? (e.g., a conference, a holiday, an anniversary)? If so, please specify.
Who are the key internal spokespersons available to be quoted or interviewed for this campaign (e.g., CEO, product manager, founder)? What are their areas of expertise or key messages?
Are there any third-party experts, partners, or influencers we should consider involving?
7. Practicalities & Project Parameters
Which primary channels do you envision for this campaign (e.g., specific social media platforms, traditional media outlets, influencer partnerships, events, digital advertising, your own website, email marketing)?
What is our ideal launch date or the critical deadlines we need to adhere to for this project?
Can you share any budget guidance or existing financial parameters that will shape our strategy?
Are there any non-negotiable legal, regulatory, or internal policies we must consider when developing content or strategy?
8. Benchmarks & Inspiration - Guiding Our Creativity
Are there any PR campaigns or marketing efforts (even outside your industry) that you find particularly effective or inspiring? What do you like about them?
Conversely, are there any examples of campaigns you want to explicitly avoid, and why?
Please share any existing brand guidelines, press kits, logos, or previous campaign materials that can provide valuable context.
9. The Landscape - Who Else is Talking?
Who are your main competitors in this space, and how do they typically communicate with their audience?
How do you want this campaign to differentiate your brand or offering from theirs?
Are there any current market trends or external factors that could impact our campaign's reception (e.g., new technologies, shifts in consumer behavior, economic climate)?