Before you begin: briefs

You will never regret the time spent getting the brief right. If you get given a sloppy brief demand better, but be prepared to ‘manage up’ to get the brief you want. Before you dream of beginning to write, read the brief closely and determine what key content is missing and/or required to complete the task. Identify and interrogate any key players with existing knowledge or similar experience. What background information will inform your approach and voice? Values are a good place to start. Draft some safe and stretch statements and gauge reaction to feel out the centre path. And decide now how you’ll know your task is complete. Seek agreement on the brief and ensure you have clarity on the objectives, audience and offer.