{"id":8751,"date":"2017-08-29T22:55:04","date_gmt":"2017-08-30T02:55:04","guid":{"rendered":"https:\/\/referencement-pme.ca\/editorial-commission-the-brief-in-brief\/"},"modified":"2025-08-05T16:52:52","modified_gmt":"2025-08-05T20:52:52","slug":"editorial-commission-the-brief-in-brief","status":"publish","type":"post","link":"https:\/\/referencement-pme.ca\/en\/editorial-commission-the-brief-in-brief\/","title":{"rendered":"Editorial commission: the brief<\/em> in brief"},"content":{"rendered":"

The drafting brief<\/em> is to the writer what an architect’s plan is to the general contractor. “. <\/p><\/blockquote>\n

I am often surprised that when ordering web writing, clients have not prepared a well-thought-out writing brief<\/em> and get rid of the problem by saying “you are the pro.<\/p>\n

Unless you’re looking for content by the mile, in which case you don’t need a copywriter<\/a>, the writing brief<\/strong> is essential to the success of a serious project based on written communication.<\/p>\n

Without these detailed instructions<\/strong> , it is difficult for a writer to identify with the customer and return an accurate picture of the company.<\/p>\n

The web writer needs the context<\/strong> of the content to be defined and the parameters<\/strong> of the project and order to be clear.<\/p>\n

The brand, the branding<\/em><\/h2>\n

You have to define the company in all its dimensions.<\/p>\n

Often “idealistic” when it is not “poetic” (see the “mission” pages of websites), it must be identified in an exhaustive and realistic way, especially in the case of a call for submissions and\/or when you work for a company that you do not know.<\/p>\n

You will be able to develop the brand through its identity, values, positioning and competitors. The writer must have all the elements to propose papers that are perfectly suited to the company. <\/p>\n

Write in such a way that the brand, the image of the company is positioned on its identity, its values, its market and its competition.<\/p>\n

\"Writing<\/a><\/p>\n

Target Audience (Personae)<\/h2>\n

A persona (de personae) <\/em> is the representation of a group of people (often the “consumers” targeted by the communication) whose habits, motivations, goals and behaviors are similar or similar.<\/p>\n

They are defined and identified in advertising or marketing to guide the type of discourse to adopt in communication or the way a product is presented.<\/p>\n

The writing brief<\/em> will present the characteristics, needs and perception of the product or company that they are working on.<\/p>\n

It will express the perception intended by the communication, blog or press release on order.<\/p>\n

This method of identifying target audiences was created by Alan Cooper. Read ” The inmates are running the asylum<\/a>:[Why high-tech products drive us crazy and how to restore the sanity]<\/em> ” (1999, Sams Publishing edition) <\/p>\n

Problems to be addressed<\/h2>\n

Communicating via advertising, blogging<\/em> or social networks is trying to solve a problem… <\/p>\n

This issue and the communication objectives must be defined.<\/p>\n