Contents
- What is a briefing?
- What is the purpose of a briefing?
- Types of briefings
- What should be discussed in a briefing?
- Mistakes to avoid
What is a briefing?
A briefing is an initial communication between the client and the contractor, during which key details of the upcoming project are discussed. This process can take place in various formats, such as surveys, personal meetings, video calls, phone conversations, or correspondence via messengers and email. The questions formulated for discussing the project are known as a brief.
Interestingly, for the media, the term "briefing" has a somewhat different meaning. It refers to a public meeting with journalists, where representatives of businesses or authorities discuss important topics, such as changes within the company or political decisions. Such briefings are conducted to convey relevant information to the media and the public.
What is the purpose of a briefing?
In a marketing context, a briefing plays several key roles:
- Defining the essence of the project: The client provides the contractor with key data about their company, target audience, competitors, and the tasks that need to be solved.
- Calculating costs and timelines: Based on the discussion, the contractor formulates a commercial proposal, agrees on discounts, and establishes deadlines for the work.
- Determining the contractor and drafting the technical specification: Following the briefing, the parties decide on further cooperation. If an agreement is reached, a technical specification (TS) is developed based on the brief, which records all project details.
For legal protection, it is advisable to attach the TS to the contract, which will give the document legal force and allow it to be referenced in case of disputes.
Types of briefings
Briefings can be classified by the method of communication:
- In-person offline meeting: Representatives from both sides are present, allowing participants to get to know each other, ask questions, and discuss the project. It's beneficial to assign roles in the team in advance for more effective communication.
- Remote interaction: Includes video calls, phone conversations, and correspondence, with surveys being one of the most convenient formats. However, it should be noted that written surveys may sometimes provide insufficient information.
What should be discussed in a briefing?
Discussion topics in a briefing can vary depending on the type of project; however, there are several common points that are important for all:
- General information about the company: Name, type of activity, achievements, and brand characteristics.
- Target audience: A detailed portrait of potential clients, including their interests and needs.
- Current problems: Reasons for contacting the contractor.
- Goals and objectives of the project: A clear definition of what results need to be achieved and what tasks need to be solved.
- Timelines and budget: Defining time frames and agreeing on fee amounts.
- Role distribution: Clarifying the powers and responsibilities of each party.
- Risks: Discussing potential unforeseen circumstances.
- Limitations and requests: Setting boundaries regarding acceptable solutions.
- Measuring results: Defining criteria for evaluating the effectiveness of the work.
- Organizational matters: Agreeing on means and times of communication.
Mistakes to avoid
One of the most common mistakes is insufficient preparation for the briefing. The client should clearly formulate tasks and problems, while the contractor should gather as much information as possible about the client. It's also advisable to avoid criticism of each other's work and the use of narrow terms to make communication as clear as possible for all participants.
Additionally, contractors are recommended to prepare questions in advance that correspond to the client's request, especially if the project requires a personalized approach. For example, in content agencies, the questions for the briefing may vary depending on the specifics of the project.