Public relations briefing, essential on everyday life

By Gabriel Pedreschi

For a public relations agency, elaborating any communications action, whether it is a press release or a press conference for big media outlets, the briefing will be the kick-off to achieve, at last, the expected result and coverage. After all, complying with the customer, since first steps, is essential for a well-succeeded work. But, to this end, the briefing must contain a few important features so that it is a perfect gathering of information about the topic and/or action about to happen.

The briefing is the base for good diagnostics, even if basic, of what will happen. Without it, one cannot have ideas, information, nor the essential so that the communication occurs properly and reaches its target.

We explain here the main details for a successful briefing.

Details of what is going to be disclosed and goal

Each briefing and release are different from one another. After all, the launch of a product is different from a presentation of a company’s balance sheet. Therefore, having all details and specifications of what the customer intends to disclose, even if some pieces of information are not used in the future, will help the agency define their next steps. The goal and time of disclosure must also be explained.

Target audience

Once having the goals and details of what is going to be disclosed, it gets easier to decide who is going to be the target of that campaign. If an insurance company, for example, wants to introduce a new type of policy through a press conference, the PR is going to search the ideal outlets, such as journalists from the field and economy publications, that will lead the information to the final audience. If the action is the disclosure of a recipe through a press release, the gastronomy outlets will be preferred.


After tracing the whole strategy and having the information of the product and target, public relations and customer must find the best deadline for production and costs (when not included in the agency’s fee) to carry out the action. A press release disclosure does not generally demand extra costs nor a lot of time. A press kit, though, will require more time and costs.


This is the point that sets the success of that action for the agency and for the customer. For example, in a one-off disclosure, two TIER 2 (medium relevance) outlets of the proposed editorial is a great result. In the case of big news, the goal must be TIER 1 (high relevance) outlets.

Possible risks

It is rare. But, in some disclosures, the PR agency, along with the customer, must calculate and set a plan to avoid a possible crisis due the disclosed topic.

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