Congratulations! You've pitched your company to a journalist and they are interested in talking to your executive. But just like you gave the journalist info on your company and why they should talk to your executive - it's important to do the same for your executive (let's be honest, they are the one's paying your salary, it's a good idea not to feed them to the wolves).
This document that PR individuals provide to their spokespersons before interviews is usually called a Briefing Book or Briefing Doc.
The PR Briefing Book enables the spokesperson to gain a level of comfort and confidence regarding the interview. A well-written book helps ensure a smooth interview process and a great resulting placement.
Student Assignment: Creating a Briefing Book
Assignment Overview
Your task is to create a Briefing Book Download Briefing Book. for the CEO of your selected company. A well-structured Briefing Book enables executives to feel confident and prepared for interviews. For this assignment, you will focus specifically on creating the Journalist Profile Pages for four journalists, providing key details about each journalist and their outlet.
This document should be clear, structured, and easy for an executive or CEO to understand and navigate.
Assignment Tasks
- Create Key Messaging Points
This is your introduction and briefing to prep the CEO to be ready for the journalist. Based on the company you have selected, make sure to include all critical information:
- Company strategy and goals
- Future growth drivers
- Impact on the business and the organization
- Financial impact
- Current issues affecting the company's growth
- Choose Four Journalists
- Select four journalists from any media outlets of your choice. These outlets can include newspapers, magazines, blogs, podcasts, or TV programs.
- Ensure the journalists represent a variety of media types or industries (optional but encouraged).
- Create Journalist Profile Pages Each profile page should include the following key elements:
- Journalist's Name: Full name, correctly spelled.
- Media Outlet: The name of the journalist's publication, program, or platform.
- Position: The journalist’s title (e.g., staff writer, host, editor-in-chief).
- Contact Information: Provide the journalist's email, phone number, or social media handle (if publicly available).
- Preferred Interview Style: Highlight how the journalist prefers to conduct interviews (e.g., phone, in person, virtual).
- Relevant Past Work: Include a short summary of their most notable or relevant articles, stories, or broadcasts. Links to these works are encouraged.
- Personal Details: Add any interesting facts (e.g., awards, education, hobbies) that could help the executive connect with the journalist on a personal level.
- Tone/Style: Provide an overview of the journalist’s typical tone, such as formal, conversational, investigative, or opinionated.
- Notes for the Executive: Suggestions for how the executive can best engage with the journalist during the interview.
- Structure Your Briefing Book
- Cover Page: Create a cover page with a title (e.g., "Organization's Name Briefing Book"), your name, and the date.
- Table of Contents: Provide a table of contents listing the four journalists and their outlets.
- Journalist Profiles: Present each journalist's profile clearly and concisely, dedicating one page per journalist.
- Accuracy and Professionalism
- Ensure all information is accurate and up-to-date.
- Format the document professionally, keeping the design simple and easy to read.
Submission Guidelines
- Submit your completed Briefing Book as a Word document.
- The document should be no more than 7 pages, including the cover page and table of contents.
Grading Criteria
- Introduction (10 points): Clear briefing for the CEO, following guidelines.
- Journalist Selection (20 points): Selects four journalists from various media outlets. Profiles show diversity in media type or industry.
- Profile Content (40 points): Each profile includes all required elements: name, outlet, position, contact info, interview style, past work, etc.
- Structure and Organization (20 points): The Briefing Book includes a cover page, table of contents, and well-organized, easy-to-follow profile pages.
- Accuracy and Professionalism (10 points): All information is factual, correct, and presented in a professional manner.
- Spelling, Grammar, and Formatting (10 points): The document is free from errors and is polished in terms of language and design.
Total Points: 115 points
Additional Notes
- Remember, your goal is to make it as easy as possible for an executive to understand the journalist and prepare for the interview.
- Focus on clarity and usability. Use headings, bullet points, or tables to organize the information.
- Cite any sources you use to gather information about the journalists or their work.
Rubric
Assignment: Briefing Book
| Criteria | Ratings | Pts | |||
|---|---|---|---|---|---|
This criterion is linked to a Learning OutcomeIntroductionBriefing of current situation for CEO |
| 10 pts | |||
This criterion is linked to a Learning OutcomeJournalist Selection |
| 20 pts | |||
This criterion is linked to a Learning OutcomeJournalist PagesIncludes 4 journalists |
| 40 pts | |||
This criterion is linked to a Learning OutcomeStructure and OrganizationBriefing book includes cover Page, table of Content, and all the pages are labled properly |
| 20 pts | |||
This criterion is linked to a Learning OutcomeAccuracy and ProfessionalismAll information is accurate and up to date |
| 10 pts | |||
This criterion is linked to a Learning OutcomeGrammar and SpellingMessages flow clearly and are free from grammatical and spelling errors |
| 10 pts | |||
Total Points: 110 |
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