Deliberative democracy and late modernity
24 pages

Deliberative democracy and late modernity

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24 pages
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  • exposé
  • expression écrite - matière potentielle : on the welfare state
  • expression écrite
Deliberative democracy and late modernity Craig Browne Department of Social Work, Social Policy and Sociology University of Sydney Refereed paper presented to the Jubilee conference of the Australasian Political Studies Association Australian National University, Canberra, October 2002 Institute Building HO3 The University of Sydney NSW 2006 Tel: (02) 9351-2665 Fax: (02) 9351-3783
  • dialogical principles of communicative rationalisation
  • liberal interpretation of the market as autonomous determinant of material rewards
  • democratic deliberation
  • part of the former background horizon of the lifeworld
  • modernity
  • welfare state
  • democracy
  • political theory
  • social theory
  • theory



Publié par
Nombre de lectures 19
Langue English


How to Write a Brief for a
Public Relations Consultant

Table Of Contents

Section One: Before you start ______________________________________ 1
What is public relations? ______________________________________________1
What is a communication strategy?2
Do I need to write a communication strategy? ______________________________2
The value of a good PR brief ___________________________________________2
Consideration of special audiences3
A few words about style _______________________________________________4
What should I be wary of putting in the brief?4
Other considerations _________________________________________________4
Approval processes __________________________________________________5
Section Two: Step-by-step guide __________________________________ 6
1 Purpose________________________________________________________6
2 Background_____________________________________________________6
3 Current or previous research _______________________________________6
4 Previous communication activities ___________________________________7
5 Communication aim ______________________________________________7
6 Communication objectives _________________________________________7
7 Target audiences ________________________________________________9
8 Key messages10
9 Proposed communication mix ______________________________________10
10 Research ____________________________________________________11
11 Key issues/considerations11
12 The tender task _______________________________________________12
13 Selection criteria14
14 The task for the successful consultant _____________________________15
15 Budget ______________________________________________________16
16 Billing and payment ____________________________________________16
17 Timeline_____________________________________________________17
18 In-house resources18
19 Pitching fee __________________________________________________18
20 Conflict of interest _____________________________________________18
21 Security, confidentiality and copyright ______________________________19
22 Professional indemnity insurance _________________________________20
23 Performance guarantee_________________________________________20
24 Project termination and/or variation of project ________________________20
25 Contacts ____________________________________________________20
Section Three: Need more help? ___________________________________ 22

How to Write a Brief for a Public Relations Consultant 1
Section One: Before you start
What is public relations?
Public relations involves the management and distribution of information to enable an
organisation’s target audiences to understand its policies and programs.
The role of public relations is to:
• place a subject on the public agenda;
• garner public support and endorsement of a person, product, organisation or idea;
• extend advertising campaigns; and
• deliver complex information and messages (which can not be delivered by an
Public relations practice is broader than media relations and/or publicity generation. In
reality, the activities of public relations practice include:
• Issues management – involves proactive systematic identification of issues of
potential concern to an organisation and development of a system to respond to
• Crisis management – involves reactive systematic identification of issues and an
appropriate response mechanism for unanticipated situations.
• Media relations – involves dealing with the media in seeking publicity for, or
responding to, media interest in an organisation, person, product or idea.
• Merchandising support –the packaging of a product, an idea or person.
• Event management – involves planning activities or staging events which will attract
media attention to a person, organisation, idea or product. A launch is a typical
• Promotion – attempts to garner the support and endorsement for a person, product,
organisation or idea. Although promotion incorporates special events – which could
be called event management – promotion goes into other areas, for example,
storylines about the specific issue in soap operas, competitions or documentaries.
• Public affairs – a highly specialised kind of public relations which involves
community and government relations – which is dealing with officials within the
community and working with legislative groups and various pressure groups such as
• Publicity – involves disseminating purposefully planned and executed messages
through selected media, without payment to the media, to further the particular
interest of an organisation or person. Publicity is a tool used by public relations
practitioners – it is not public relations in itself.
Government Communications Unit, How to Write a Brief for a Public Relations Consultant 2
• Sponsorship - is a contractual agreement between two parties whereby benefits
such as money or services in kind are traded for promotional opportunities offered by
a campaign or event, for example, naming rights, brand exposure, corporate
recognition, or endorsements.
What is a communication strategy?
A communication strategy provides an essential framework for developing a
comprehensive and integrated campaign. It is a plan which outlines the rationale for, and
desired outcomes of, your proposed public information campaign. The strategy defines
specific objectives to provide a framework within which to formulate strategies and
against which to evaluate outcomes.
In the development of the communication strategy, key decisions need to be made about:
• the range of integrated information activities to be implemented;
• what research the strategy is to be based on;
• how external consultants will be used;
• the roles and responsibilities of all key stakeholders in the strategy;
• the available budget;
• the timeline; and
• the evaluation plan.
The communication strategy should clearly articulate how all the various components of
the campaign will be co-ordinated and managed to achieve its objectives most efficiently
and effectively.
Do I need to write a communication strategy?
Yes. Before you write a brief for a public relations consultant, you need to write a
communication strategy. Public relations is usually only one part of an integrated
communication campaign and, as such, the role of the public relations activities needs to
be clearly defined within the context of a communication strategy before a public relations
brief can be written. The GCU also has guidelines on How to Write a Communication
Strategy and many of the steps in that guide are explained in this document, with specific
amendments and differences as appropriate for the briefing of a public relations

The value of a good PR brief
Government Communications Unit, How to Write a Brief for a Public Relations Consultant 3
The PR brief is the foundation upon which the public relations consultant plans (and
costs) their proposal. Therefore, a good brief is the key to receiving high quality, tightly-
focused proposals from consultants.
A good PR brief will:
• provide enough detail about the program/policy that it can be understood by someone
who has no knowledge of the subject and key issues, and can be read as a stand
alone document;
• explain the need for public relations and where it fits within the broader
communication strategy;
• be supported and informed by research;
• clearly define the communication objectives;
• outline the tasks the successful consultant will perform;
• highlight any sensitivities which impact on the campaign;
• include a clear timeline for the campaign;
• outline any activities which will complement the campaign;
• describe the key stakeholders of the campaign and their role;
• clearly outline the tender task and the selection process; and
• facilitate evaluation of the campaign’s success.
Consideration of special audiences
Government departments are required to consider Australians who are information-
disadvantaged through low income, poor education, and an inadequate knowledge of
English, disability, geographical isolation or other reasons.
The following people are considered special audiences and should be given due
consideration in your public relations brief:
• people from non-English speaking backgrounds;
• Indigenous Australians;
• people from regional, rural and remote areas; and
• people with a sight or hearing disability.
If separate strategies are required to reach those audiences, it is not best practice to ask
the public relations consultant to do this work along with their ‘mainstream’ strategy,
particularly if the strategies are targeted for Indigenous Australians or Australians from a
non-English speaking background. This is because it is not usually part of the
consultant’s core experience or expertise.
Government Communications Unit, How to Write a Brief for a Public Relations Consultant 4
Generally, specialist consul

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