How to conduct Briefings

Briefings

A briefing will inform stakeholders of a project, product or proposal and provide them with a chance to ask questions.

Providing a briefing or breifings will ensure that an organisation will be working with an informed stakeholder group.

Method:

  • Prepare presentation materials using, for example, Powerpoint, overhead transparencies etcetera, thinking about the specific interests of the target audience. Also take printed material and have background information available.
  • Select groups and make offers for a briefing (telephone and/or send letters to confirm date and times). It is important to accommodate group/community needs as much as possible.
  • Clarify whether the groups are willing to promote the event, or whether you need to provide promotional material (flyers, posters, newsletter articles).
  • KISS keep it simple and short.
  • Bring visuals if possible, and talk about case studies or personal experiences to illustrate the points you want to make.
  • Outline opportunities for ongoing participation.


Uses/strengths:

  • Used when stakeholders are identified as being more directly affected by an issue than the general population and you want to inform them first.
  • Provides a forum to interact directly with a particular group and allows for detailed explanation of issues, circumstances and implications unique to the group
  • Allows sponsor to retain control of information/presentation.
  • Allows sponsor to reach a large number of individuals who are not attracted to other participatory forums, as this forum is specifically designed for them.
  • Provides an opportunity to expand project mailing list.
  • Allows presentations to be tailored with specific information suited to different groups.
  • Can build community good will.


Special considerations/weaknesses:

  • Purpose and timeframe need to be stated clearly at the outset.
  • If not appropriately targetted, project stakeholders may not be in target audience.
  • The topic may be too technical.
  • Does not provide a forum for making decisions.
  • May raise expectations of the targeted audience.
  • Stakeholders may be disillusioned because the process is used as a means to inform them and not take on board their ideas, interests and concerns.
  • Concerns of stakeholders need to be recorded.