Briefing will allow a businessman to react quickly to a changing situation

In comparison with the press conference, briefing is a more rapid means of informing the public, and therefore potential customers, about your business, its opportunities, prospects and benefits of cooperation. Skilful holding of briefing forms a positive first impression, advantageously submits new items, highlights trends, allows you to quickly respond to events that occurred just hours ago.

The essence of this event is eloquently described by the English word brief in its root (brief, laconic). In public relations practice, this means that the maximum duration of the briefing can not exceed 30 minutes. Happen and successful, which fit into a quarter of an hour, but in this case they should be conducted by a true PR professional with considerable experience in this field.

Extremely compressed time allows you to dispense with a specially adapted room for this, which allows you to organize the event literally "from the wheels", "on the fly", providing only standing places for speakers and journalists. Therefore, a briefing is possible in almost any hall of an administrative building, hotel or airport. At the same time, mineral water, coffee, sandwiches, etc. are also not served.

To turn a briefing into a kind of PR-action, which attracts the attention of society, it is necessary, first of all, strictly adhere to the generally accepted scheme of holding. Because of the extremely shortened time, the briefing program excludes the presentation mandatory for the press conference and immediately passes to the essence of the case, which is presented by the speakers in the short information statement.

The text of the application is prepared in advance, it must be preliminarily worked through and polished. Its purpose is to state the information or position so clearly to exclude its inaccurate presentation or twisting in the media. The statement should also be capacious and understandable for journalists, so that they do not follow clarifying questions that complicate the briefing.

His timing is divided into two unequal parts. About a third of the time is spent on the application or information message. The remaining two-thirds are blitz: journalists ask short questions and receive on them the same short but informationally rich answers. At the same time, it is highly desirable that people who have a quick and clear reaction to any questions and the ability to respond adequately to them should be present on the speaker's side.

To successfully hold a briefing, his presenter should always manage the situation and, like a surfer, "keep the wave." Its task is to ensure the maximum presentation of the information provided by the speaker and at the same time to strictly observe the time frame in order not to turn the event into a press conference.

Briefing is unthinkable without competent and timely performed by managers with public relations preparatory work for him. It includes notification of the media about the place and time of the event, the presentation of its main line, clarification of the main issues, scheduling the order of speeches. Before the start of the briefing, it is necessary to check once again how much space is prepared for it and whether audio and video equipment is in working order. It is advisable, if possible, to remove sources of distracting noise and light effects from its location.

In advance, it is necessary to prepare a package of materials in which the theme of the briefing is presented in the form of a summary or abstract without bringing personal opinions and quotations.