This briefing card, prepared by the Navy in the wake of Hurricane Sandy, is a great example of how to prepare a document to assist public affairs professionals in communicating necessary information to the public during an incident.
Lessons to Emulate
The briefing card in this example thoroughly covered the background, posture, current overview, talking points, questions/answers and who prepped the card. The talking points went beyond the main events and considered community events and impact.
It is important to clearly outline necessary background information and the stance of your command, so the spokesperson can accurately and confidently discuss the topic with the proper tone and manner.
Your briefing card should function as a centralized, accessible repository of all approved, unclassified information relevant to the public by addressing the fundamental 5 Ws - who, what, when, where and why. Prepare the spokesperson with these answers and the knowledge of what they can release and are releasing to the public.
Finally, put yourself in the mind of the media and the public. Think about the questions they will want you to answer.
- What information do they need?
- What questions will they have?
- What are possible questions that might be tough to answer?
- What false narratives need to be addressed?
- Is there additional context they might consider that was not covered anywhere else in the briefing?
Think of community events, community impact, outsider support and/or response to public opinions. Include those questions to prepare the spokesperson for what could come and provide an informative answer.
Lessons to Improve
Not all briefing cards need to be as thorough or lengthy as this one, but be sure to include the following points to have the most up-to-date template of information:
- Background
- Public statement or holding statement if not releasable until a certain date
- Theme
- Command message and talking points
The briefing card example did not include a point of contact. Briefing cards should list POCs at the end of the document. Having contacts of agencies impacted by the mission ensures increased awareness, which is especially important if those agencies have units participating.
To facilitate coordination and enhance situational awareness, briefing cards should include a comprehensive list of points of contact. In the attached briefing card, it should have listed a number to call for the lead public affairs office, the Defense Security Cooperation Agency public affairs office (as the lead Humanitarian Assistance/Disaster Relief coordinator) and the Federal Emergency Management Agency. This consolidated contact list empowers Public Affairs personnel to efficiently direct inquiries to the appropriate subject matter expert, streamlining information flow and minimizing response time in situations where answers are not readily available from local sources.
Final Reflections
Crafting an effective response involves tailoring your communication strategy to the specific audience and context. A nuanced approach is essential.
- For audiences seeking clarity and context, combining a prepared command message with direct answers to anticipated questions provides a comprehensive approach.
- In situations demanding concise and factual information, a straightforward presentation of the confirmed details surrounding an event is more effective.
- When conveying key themes, directives or reassurances, focusing solely on the core message ensures clarity and avoids potential distractions.
Ultimately, the optimal response hinges on understanding your audience's needs and expectations and selecting the communication style that best serves those needs.