How do I get better briefs?

Agony uncle and University of Westminster's visiting professor of PR Trevor Morris gives it to you straight.

Trevor Morris: "offer to write the brief for him."
Trevor Morris: "offer to write the brief for him."

My boss’ idea of a brief is a Post-it note on my PC screen. How can I get better briefs?

There is potential for a cheap joke here, but I will resist the temptation. Instead, I suggest you either offer to write the brief for him (he probably doesn’t know how to, but being a man, can’t ask) or write the brief with him using some basic headings. What level of awareness and attitude do you want to generate? What behaviour do you ultimately wish to achieve? Who is the audience? How will we measure success? What is the budget? Why aren’t I the boss?

Got a problem? Contact Trevor at agonyuncle@haymarket.com

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