Briefing Books
Quote: “Comprehensive and strategic briefing books prepare client spokespeople to provide compelling content for reporters. Great PR pros are able to strategically guide a spokesperson to present relevant and timely information to the media resulting in positive coverage and awareness for the client.
What is This Section About?
This section of Trainer University provides examples and a checklist for preparing briefing documents when supporting media tours and individual interviews.
Why is This Section Important?
Accurately preparing a client to speak with a reporter is essential to providing a valuable meeting for the media. While briefing documents may seem like a menial task, they present the client spokesperson with a framework for a successful conversation. Briefing documents help to differentiate agencies and individual PR professionals in their ability to provide strategic value to clients.
Briefing Books Best Practices for Briefing Sheets and Invites:
Outlook Invite Protocol:
1. When a team member confirms a briefing date/time with the media, they send the AA an email with:
a. The name of the media contact
b. The media contact’s contact information (phone, email, take from email signature if available)
c. Outlet
d. Proposed date/time
e. Logistical details (i.e. dial-in)—If different than FreeConferenceCall line (641)-715-3200
f. Remember Gartner calls always use Gartner dial-in numbers because they are recorded
g. Client spokesperson
h. Context of the briefing (i.e. why is it of value to the client)
2. The AA sends an email to the client asking if the appropriate spokesperson is available at the proposed date/time.
3. When the AA receives the spokesperson’s availability from the client, he/she lets the team member know so they can let the media contact know. If the client proposes an alternate time, the team member checks the media contact’s availability. This cycle continues until a date/time is agreed upon by all parties.
4. When a date/time is agreed upon by all parties, the AA sends an Outlook invite to:
a. The client spokesperson
b. The client alias
5. The AA (or person who booked the meeting) sends a separate invite to the media contact. Both invites contain the logistical details in the “Location” section of the invite. The invite to the spokesperson contains “Briefing details to follow” in the body of the invite and any other background details available at the time.
6. AA to create calendar reminder and invite team member staffing the briefing to send briefing details 24 hours in advance.
7. The protocol for briefing sheets below is completed.
Briefing Sheets Protocol:
What is This Section About?
This section of Trainer University provides examples and a checklist for preparing briefing documents when supporting media tours and individual interviews.
Why is This Section Important?
Accurately preparing a client to speak with a reporter is essential to providing a valuable meeting for the media. While briefing documents may seem like a menial task, they present the client spokesperson with a framework for a successful conversation. Briefing documents help to differentiate agencies and individual PR professionals in their ability to provide strategic value to clients.
Briefing Books Best Practices for Briefing Sheets and Invites:
Outlook Invite Protocol:
1. When a team member confirms a briefing date/time with the media, they send the AA an email with:
a. The name of the media contact
b. The media contact’s contact information (phone, email, take from email signature if available)
c. Outlet
d. Proposed date/time
e. Logistical details (i.e. dial-in)—If different than FreeConferenceCall line (641)-715-3200
f. Remember Gartner calls always use Gartner dial-in numbers because they are recorded
g. Client spokesperson
h. Context of the briefing (i.e. why is it of value to the client)
2. The AA sends an email to the client asking if the appropriate spokesperson is available at the proposed date/time.
3. When the AA receives the spokesperson’s availability from the client, he/she lets the team member know so they can let the media contact know. If the client proposes an alternate time, the team member checks the media contact’s availability. This cycle continues until a date/time is agreed upon by all parties.
4. When a date/time is agreed upon by all parties, the AA sends an Outlook invite to:
a. The client spokesperson
b. The client alias
5. The AA (or person who booked the meeting) sends a separate invite to the media contact. Both invites contain the logistical details in the “Location” section of the invite. The invite to the spokesperson contains “Briefing details to follow” in the body of the invite and any other background details available at the time.
6. AA to create calendar reminder and invite team member staffing the briefing to send briefing details 24 hours in advance.
7. The protocol for briefing sheets below is completed.
Briefing Sheets Protocol:
- Within 24 hours of a briefing being confirmed and invites being sent to all parties, the AA drafts a briefing sheet, ensuring the items below are included.
- The AA sends the briefing sheet to the team member staffing the briefing. The team member reviews the briefing sheet, ensuring the items below are included, and sends the redlined version back to the AA within 24 hours of receipt.
- The AA incorporates edits and sends back to the team member for final review, if needed (i.e. if significant changes beyond accepting redlines are made).
- The AA sends the briefing sheet to the account lead for final approval and then it is sent to client by whoever the account lead deems appropriate.