Briman Communications

BRIMAN'S
SERVICE SCOPE

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BRIMAN'S
METHODOLOGY

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Briman's Methodology

Briman Communications has developed a unique methodology for PR campaigns. Here’s a summary:

Media Engagement Phase I: Media Planning

One of the most important tasks of media planning is to identify which media offers which PR opportunities. Briman analyzes characteristics of many different kinds of media and prepares strategies with an eye to taking the maximum advantage out of each. We keep our eyes open for new media trends and capture them for the benefit of our clients. Briman’s first publicity targets are often national daily newspapers, which continue to represent the most influential communications vehicle in Korea. TV is tough but valuable. Success in placing stories on TV is far more impactful than any other media form, and we prioritize accordingly. Today, it’s a social media world. News goes online first and fast. New breeds of media flash across our mobile and computer screens every minute. It requires inspiration, experience, and intuition to catch this trend. Briman knows how.

Media Engagement Phase II: Message Release

Briman’s approach to news releases is marked by systemization: First of all, based on news monitoring and analyses of trends, we identify PR angles. We then develop news or features stories that align with the instincts of local media in tandem with clients’ global news releases. Briman doesn't wait for media come to us - we generate an environment that compels media to come for coverage. Briman’s performance record shows that this approach pays off. At Briman, creativity is a way of life. Every week, usually on Thursday, when we believe minds are at their most relaxed and flexible, our professionals come together to ‘rock’ their brains. We discuss potential media opportunities and their colleagues help refine strategies and tactics. Professional writers who join the meetings capture core concepts and engage in authoring, shaping concepts into tailored articles that can best deliver clients’ messages to the media. Media pitching is one for the toughest parts of PR pursuits. For maximum coverage, Briman’s professionals actively involve themselves in media interfaces. Team members are highly trained and aggressive negotiators who know exactly how to swing journalists in favor of our clients. Briman’s track record of media coverage results are telling evidence of our media handling capabilities.

Media Engagement Phase III: Monitoring and Trends

Monitoring: Classification of news articles We calculate the weight, or impact, of a news article we are monitoring by how close it comes to fulfilling the client’s marketing strategies and goals. We classify coverage on a tiered basis: Class A: News articles that would seriously impact the client’s marketing abilities and therefore require the client’s immediate actions. This can include crisis management engagement.
Class B: Coverage that contains direct comments, good or bad, on a specific aspect of the client’s business and which therefore requires the client’s immediate attention.
Class C: Articles that seriously touch on the client’s field or industry, therefore relevant to the client's PR goals.
Class D: Coverage that doesn’t contain direct comments on or pertaining to the client but is helpful towards understanding overall market trends. News Analysis and Trends Analyzing relevant news articles from the macro perspective gives us the ability to map out effective future courses of action. Briman’s PR Monitoring System not only monitors news articles, but engages in scientific and comprehensive analysis that helps clients fine-tune marketing strategies. Briumph: the magic number of PR success Combining the words Briman and Triumph, Briumph is Briman’s unit of measurement for performance in numerical terms. The term was developed by Briman Communications to apply to the Korean market. A Briumph is equal to the entire population of Korea reading the coverage of a client.