2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16
Compared to a press conference, a briefing is a more efficient means of informing the public, and therefore potential customers, about your business, its opportunities, prospects and benefits of cooperation. Skillful briefing creates a positive first impression, favorably presents novelties, highlights trends, and allows you to quickly respond to events that occurred just a few hours ago.
The essence of this event is eloquently described by the English word brief (short, concise) lying in its root. In the practice of public relations, this means that the maximum duration of a briefing cannot exceed 30 minutes. There are also successful ones that fit in a quarter of an hour, but in this case they should be carried out by a real PR professional with significant experience in this field.
Extremely short time allows you to do without a specially adapted room, which allows you to organize an event literally "withwheels", "on the fly", providing only standing room for speakers and journalists. Therefore, a briefing is possible in almost any lobby of an administrative building, hotel or airport. At the same time, mineral water, coffee, sandwiches, etc. are not served.
To turn a briefing into a kind of PR-action that attracts the attention of society, you must first of all strictly adhere to the generally accepted scheme of conduct. Due to the extremely tight timeline, the briefing program skips the mandatory press conference presentation and jumps straight to the heart of the matter as presented by the speakers in a short informational statement.
The text of the statement is prepared in advance, must be worked out and polished beforehand. Its goal is to state information or a position so clearly that it cannot be inaccurately presented or twisted in the media. The statement should also be concise and understandable for journalists so that they do not follow clarifying questions that complicate the briefing.
His timing is divided into two unequal parts. Approximately one third of the time is devoted to a statement or information message. The remaining two-thirds is a blitz: journalists ask short questions and receive the same short, but information-rich answers. At the same time, it is highly desirable that the speakers be attended by people who have a quick and clear reaction to any questions and the ability to adequately answer them.
In order for the briefing to be successful, its presentermust manage the situation all the time and, like a surfer, "keep the wave". His task is to ensure the maximum presentation of the information by the speaker and at the same time strictly observe the time frame so as not to turn the event into a press conference.
Conducting a briefing is unthinkable without competently and timely preparatory work done by managers with public relations. It includes notifying the media about the place and time of the event, outlining its main line, clarifying the main issues, planning the order of speeches. Before the start of the briefing, it is necessary to check once again how prepared the place for it is and whether the audio and video equipment is in working order. It is advisable, if possible, to remove sources of distracting noise and lighting effects from the venue.
It is necessary to prepare a package of materials in advance, in which the topic of the briefing is presented in the form of an abstract or abstract without personal opinions and quotes.
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