“We’re live in three, two, one…” Or perhaps not. In June 2017, restrictions on recording at some White House press briefings prompted CNN to send a courtroom sketch artist to a briefing by Press Secretary Sean Spicer. That episode inspired this article: what is a press briefing, and why does it matter?
Most company briefings are less dramatic, but their value should not be underestimated. A business or organisation holds a briefing to inform journalists about a subject or announcement, either in a group or one-to-one. It can also take place remotely through a call or webcast. A briefing is generally smaller and less formal than a press conference.
Agree expectations in advance
Information may be shared under an agreed embargo, meaning journalists agree not to publish it before a specified date and time. Some situations involve a non-disclosure agreement setting out the conditions for sharing information. Discuss the terms beforehand rather than assuming a journalist accepts them.
Why organise a briefing?
A briefing may be useful for a product or service launch, an event or, in more difficult circumstances, crisis communication.
It lets you share information directly and personally with a journalist. Sometimes that information is exclusive, giving the journalist an original angle and an opportunity to ask the spokesperson questions that will improve the article.
This approach can strengthen media relationships and support more detailed coverage than a press release distributed widely.
Prepare the schedule and spokesperson
A good briefing requires careful organisation and a realistic schedule. Decide which journalists to invite and how many. For an international briefing, take time zones into account.
You also need a knowledgeable spokesperson. Unlike the White House example, it is often someone from the business itself — a product manager, marketing leader or CEO — who speaks, rather than the PR consultant. Their first-hand knowledge adds value for the journalist.
Prepare that person thoroughly. Media training can help them explain the subject clearly and handle questions with confidence.
Ready to organise a press briefing, or want to explore the approach with a consultant? Contact our PR agency in Amsterdam or Antwerp.
Kinyi
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