Briefing documents can be critical to your public relations activities, as they provide the practical details for interviews to run smoothly and efficiently. They offer a brief overview of the interview topic, a glimpse at the reporters writing style, and explain the purpose of the 30-minute or so discussion. This preparation can lead to better communication and more engaging and informative discussion. Your client knows what they're getting into by providing a detailed briefing document. Armed with knowledge, your client can confidently approach interviews, facilitating smoother conversations and eliciting better responses from interviewees.
Here are a few components that you should include in yours:
Meeting Details: These details should be at the very top of the briefing document, as it is essential for your client to know before the interview. All participants' names and contact information should be in this section, as well as the location of the interview if it is in person or the call-in details of all participants if it's online.
Reporter Participants and their biographies: The primary function of this section is to inform your client about who they will be speaking with. All participants should have a photo to put a name to a face and a biography with basic information you can find on online platforms such as LinkedIn and Twitter. This should include a description of their job function, skills, and interests. You may also include their social media handles for LinkedIn and Twitter so your client can look into them. It's important to make their experience level known—if a reporter is new to their bear, your client may be able to position themselves as a source for future opportunities!
Why the meeting is taking place: Here, you should summarize the issue or situation and clearly explain the purpose of the meeting. Provide a brief overview of the interview topic. Explain its significance, recent developments, and any relevant historical context.
Recommended response points for the meeting: This is one of the most important sections you can include, as it preps your client. You should include talking points for your client to cover and tailor your overall advice to the opportunity your client has been given. Include your client's company mission statement and relevant case examples to establish expertise and relevance.
Potential questions from interviewers: This section is also extremely important, as it allows your client to prepare answers to questions they may be asked. Even if they're a pro at interviewing, it always helps to have access to what your client will be asked and have the opportunity to prepare some answers ahead of time! Outline a list of potential questions to ask during the interview. These questions should be well-researched and designed to elicit informative responses.
Recent and relevant coverage: Here, you should include links to at least three relevant and/or recent articles from each interviewer. Providing this familiarizes your client with their interviewer's style and helps them know what to expect from the interview. This also prevents duplication and ensures that the interview provides new insights.
Ethical Considerations: If there are any sensitive or controversial aspects to the topic, provide guidance on how to approach them respectfully and ethically. We always advise not to speak about firm clients or companies.
Remember, a briefing document is a tool to guide the reporter's preparation, not a script to rigidly follow. It should empower the reporter to engage in meaningful conversation while adapting to the natural flow of the interview.
Siena Dibene is a Public Relations Specialist. She can be reached at Sienadpr@gmail.com
No comments:
Post a Comment