It is known as briefing yet informative document which provides useful data for the development of an action. It is an anglicism that is not accepted by the Royal Spanish Academy (RAE ) in your dictionary, although it is frequently used in various contexts.
The briefing is a instructive that serves as point for one task . These reports lay the foundations for generating some kind of entrepreneurship or campaign. The advertising industry , the public communications , the sector of design and until military field They resort to briefing.
Take the case of a advertising agency . A company dedicated to the development of food products hire this agency for the creation of a promotional campaign on radio and television. The advertising agency, in this way, provides instructions to your client to make a briefing. The company must include in the document data about its products, values, objectives, customers, competitors, etc. Once you receive the briefing, the advertising agency already has the information you need to design the campaign in question.
In addition to all of the above, we have to establish the existence of three different types of briefing:
-Briefing daily. It is a kind of daily planning in which the most important tasks to be carried out are exposed. They are exposed in the context of a short meeting early in the morning fundamentally. In this case, we can establish that this type of briefing is the one that is carried out in a police station day after day.
- Informal Briefing, which can consist of a call, an email or just a short conversation.
-Formal Briefing, which is a written document that indicates the guidelines and specific planning of the work to be carried out within a specific project.
To be useful, the briefing must have the greatest amount of information possible, but in turn it has to be concise, without superfluous data. Within the framework of a corporate meeting, for example, it is possible for one of the coordinators or organizers to prepare a briefing with the topics discussed. Thus, after the meeting, there is a summary of the conversation that serves to face future work and to return to some issues in future meetings.
Within the field of marketing and advertising there is what is known as creative briefing. It is really useful when developing from advertising campaigns to inauguration events through special promotions in companies. It allows you to get important ideas to undertake those actions in the best possible way, the ones that are most effective, and for that you must have different characteristics.
In particular, it has to be brief, it is essential that it is flexible and, above all, it must be open. That is, you must allow new ideas to appear and join in order to develop the best project.
In the same way, this type of briefing must contain several important sections such as the communication objective, the target, the strategy, the proposal ...