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Check with your unit to ensure there are no further local policies or guidelines for this task.
A briefing card is used to help prepare a subject matter expert to give a public statement.
Creating a briefing card provides a structure and manner of responding that makes sense for public communication. It also shows a proactive effort to ensure that environmental scanning has occurred and provides time for coordination within the command while aligning with higher headquarters as needed. As the public affairs professional/communication strategist, you need to review facts and establish the end state, theme, messages and talking points. The goal of a briefing card is to have the SME achieve the desired command end-state.
Follow along with the steps below and use the briefing card template as a framework to help guide you as you compose a briefing card. Remember to check with your unit first to confirm if you should use an established template instead.
The first step in composing a briefing card is to gather and record all relevant background information about the incident. The background information supports the SME with what they need to know ahead of the interview. Note that not all of the background information you collect may be suitable for public release. Follow the guidelines below to ensure you gather the necessary background information:
- Determine which facts are not for release.
- Identify who is affected by the information.
- Learn how the parties involved are affected.
- Keep the length to approximately 90 - 120 words; this may change based on the type and length of the interview.
The end state describes the conditions that define the achievement of the commander’s objective. Consider the desired result of any public affairs engagement. Follow the guidelines to create an end state that hits the mark:
- Understand the command's position.
- Write the end state so that it encompasses the desired result and states the command's position.
- Begin with "As a result of our communication efforts, ...".
- Keep it to three sentences or less.
The public statement is a short summary of the key releasable information and the organization's position. Follow the guidelines below to create an effective public statement:
- Set the tone to shape the media interview or public engagement on the subject.
- Provide substantiated and releasable information – who, what, where, why, when and how.
- Incorporate the theme, messages and talking points into a short, conversational narrative.
- Keep the length to approximately 130 words.
The theme is a simple, unifying idea that supports the organizational end state. Follow the guidelines below to identify an appropriate theme:
- Provide guidance and continuity for messages used across public affairs products and engagements.
- Link to the desired end state.
- Keep the length to approximately one to two words.
Command messages are pieces of tailored communication directed to a specific public that aligns with the theme and supports the desired end state. Denote command messages with the label "M" followed by a corresponding number (e.g., M1 for message one, M2 for message two, etc.). Follow the guidelines below to ensure you depict accurate command messages:
- Elaborate on the command's position on the issue.
- Ensure command messages are memorable, relevant and positive.
- Strive for three messages.
- Keep each command message to a single sentence or phrase that focuses on sentiment.
Talking points are substantiated, releasable facts within the limits of the command’s authority. They should support the command messages, theme and end state. Each talking point is labeled by "TP" with a corresponding number after (e.g., TP1 for talking point one, TP2, for talking point two, etc.). Follow the guidelines below to construct talking points:
- Each message should have two talking points.
- Each talking point should be one to two sentences that focus on facts.
- Note: The “limits of a command’s authority” parameter is key.
- If your unit commanding officer can talk about it, confirm that you or a qualified SME can also.
- If your unit commanding officer cannot talk about it, then neither can you nor any SMEs.
Explore the full example below of a completed briefing card for Hurricane Selina.