How to Prepare and Deliver
an Effective Briefing
Xavier de Souza Briggs
Department of Urban Studies + Planning
Course 11.914: Planning Communication
Spring 2007
Briefing How-To
Slide 1
The tasks
ƒ Know your audience
ƒ Be clear on the purpose(s) of the briefing and
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the context (location, time, timing vis-à-vis
decisions or actions that follow)
Carry out your analysis and prepare
recommendations
Decide on your core messages
Structure the briefing effectively
Create visual aids to help tell your story
Practice, practice, practice
Deliver responsively
Briefing How-To
Slide 2
1. Know the audience and context
ƒ Make-up:
Race/ethnicity?
Gender? Generation?
Professional culture or
affiliation? Size?
Political attitudes or
loyalties? Education
level? Economic status?
ƒ Context: How does your
briefing fit into a
sequence of analysis
and action? Whose
action?
Briefing How-To
Slide 3
2. Structuring: Linear is one way to go
ƒ Beginning
ƒ Middle
ƒ Summarize the Issue
ƒ Supply the
recommendations
ƒ Craft the analysis
ƒ Analyze the issue
ƒ Choose a framework
ƒ End
ƒ Recap/Synthesis/ Next
Steps
Briefing How-To
Slide 4
Begin with the end in mind
ƒ Purpose of the briefing
ƒ Recommendations
ƒ Roadmap – what structure do you use?
Briefing How-To
Slide 5
Middle: Presenting the analysis
ƒ Inductive Reasoning – Best Approach
ƒ Put the bottom line on top
ƒ Use with receptive audiences
ƒ D=A+B+C
ƒ Deductive Reasoning
ƒ Build the case
ƒ “Mystery novel” approach: what happens next?
ƒ Use with hostile audiences
ƒ A+B+C=D
Briefing How-To
Slide 6
Middle: Choose a structure
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Cause/Effect
Problem/Solution
Categories or elements of the problem
Questions/Answers
Chronological – historical background
Briefing How-To
Slide 7
Begin and end with your message
ƒ Highlight Major
Points
S
Y
N
T
H
E
S
I
Z
E
Project Progress
Change Requests
ƒ Summarize
Issues
Other Information
Recommendations
ƒ Synthesize in light of
Figure by MIT OCW.
problem/purpose
ƒ Outline next steps
Briefing How-To
Status Report
Slide 8
Nonlinear: Hub-and-spoke structure
Briefing How-To
Slide 9
Overview
ƒ The hub-and-spoke is a well-tested structure for
briefings aimed at busy decisionmakers.
ƒ The “hub” is your core message(s), expressed
in simple, action-oriented language. It’s the
heart of what you want listeners to remember.
ƒ The “spokes” are the components of the
message, which lend supporting evidence or
illustration.
ƒ Each member of the team should be able to
move the listener from hub to spoke (or viceversa), as needed, at any point in the briefing.
Briefing How-To
Slide 10
Whatever structure you choose, you will
need to tell the audience a story, in part
with visuals …
Briefing How-To
Slide 11
3. Visual storytelling
ƒ The purpose of visual aids is to enhance
comprehension and retention of important
ideas. If a slide does not “aid” (truly add value),
drop it.
ƒ Except in highly design-oriented or marketingoriented presentations, the main purpose is not
to entertain the audience per se, though
creating visual interest helps engage us.
ƒ The visuals and spoken remarks should be well
aligned. This is the concept of a “visual
storyboard” (outline) to help you sync the two.
Briefing How-To
Slide 12
Creating the visual aids
ƒ Keep them simple
ƒ Average attention span
per slide is 8 seconds
ƒ Most audiences can handle
about 1 slide per minute
of briefing
ƒ Simplify technical concepts with metaphor
The stretching of vorticity
is a difficult physical
concept, but comparing it
to a skater's conservation
of momentum helps to
clarify what we mean
Briefing How-To
Slide 14
Visual Arguments Need Evidence
ƒ Present evidence
ƒ Teach with evidence
ƒ Convince with
evidence
Briefing How-To
Slide 15
The data here lack context
Nearly all the important questions are left unanswered by this display:
325
Before Stricter Enforcement
Connecticut traffic deaths, Before (1955)
and after (1956) stricter enforcement by
the police against cars exceeding speed limit.
300
After Stricter Enforcement
275
1955
1956
Graphics Must not Quote Data Out of Context
Briefing How-To
Figure by MIT OCW.
Slide 16
This adds the context …
A few more data points add immensely to the account:
325
300
Connecticut Traffic Deaths,
1951-1959
275
250
225
1951
Briefing How-To
1953
1955
Figure by MIT OCW.
1957
1959
Slide 17
This adds valuable comparison …
16
New York
14
12
Massachusetts
10
Connecticut
8
Rhode Island
1951
1953
1955
1957
1959
Traffic Deaths per 100,000 Person in Connecticut, Massachusetts, Rhode Island, and New York, 1951-1959
Briefing How-To
Figure by MIT OCW.
Slide 18
Image quality matters
ƒ Consider size: make images legible,
intuitive, easily grasped
ƒ Choose colors with care: simpler is often
better (less distracting)
ƒ Make quantitative data accessible: Use
minimum 16-point font (general rule), use
only the data you need.
ƒ Don’t include inappropriate visuals and
then apologize for them during the
briefing.
Briefing How-To
Slide 19
Size: Make images legible
CUBA
lie de la Tortue
North Atlantic
ocean
Windward passage
Port-de-Paix
Cap-Haitien
Gonaives
Golfe de le Gonave
lie de la Gonave
Saint-Marc Hinche
Hispaniola
PORT-AU-PRINCE
Jeremie
Les Cayes
Miragoane
Caribbean Sea
0
0
30
Jacmel
Dominican Republic
60 km
30
60 ml
Figure by MIT OCW.
Figure by MIT OCW.
Briefing How-To
Slide 20
Image courtesy of the CIA <http://www.cia.gov>
2000
00
20
1000
HOKKAIDO
VLADIVOSTOK
JAPAN
MURORAN
BASIN
Hypsometric / Teintes Hypsometriques
Consider colors: This is complex
Metres
7000
6000
5000
4000
3000
2000
1000
500
200
Sea Level
00
35
4000
5000
TRENCH
RISE
500
200
500
1000
2000
3000
YAMATO
RIDGE
0
30
200
JAPAN SEA
00
6000
7000
Metres
Bathymetric Tints / Teintes Bathymeriques
Area below sea level regions
sous niveau de la mer
Figure by MIT OCW.
Briefing How-To
Slide 21
Simpler may be better …
2000
00
20
1000
VLADIVOSTOK
3500
HOKKAIDO
JAPAN
MURORAN
BASIN
JAPAN SEA
3500
00
30
YAMTO
BASIN
Briefing How-To
0
200
500
TRENCH
RISE
YAMATO
RIDGE
Figure by MIT OCW.
Slide 22
Content
Make Data Accessible
I
X
II
Y
X
III
Y
X
IV
Y
X
Y
10
10.0 8.04
8.0
6.95
13.0 7.58
9.0
8.81
10.0 9.14
10.0 7.46
8.0
6.58
8.0
8.0
6.77
8.0
5.76
13.0 12.74
8.0
7.71
9.0
7.11
8.0
8.84
8.14
13.0 8.74
9.0
8.77
11.0 8.33
11.0 9.26
11.0 7.81
8.0
8.47
14.0 9.96
14.0 8.10
14.0 8.84
8.0
7.04
6.0
7.24
6.0
6.13
6.0
6.08
8.0
5.25
4.0
4.26
4.0
3.10
4.0
5.39
19.0 12.50
12.0 10.84 12.0 9.13
12.0 8.15
8.0
5.56
7.0
4.82
7.0
7.26
7.0
6.42
8.0
7.91
5.0
5.68
5.0
4.74
5.0
5.73
8.0
6.89
5
5
10 15 20
5
10 15 20
5
10 15 20
5
10 15 20
10
5
Figure by MIT OCW.
Abbanat/ -- Effective Oral Presentations
Slide 24
Focus on the overall composition
ƒ What is the eye drawn to?
ƒ Where does the reader want to focus?
ƒ “Less is more”: use a few simple
elements to make a point
Briefing How-To
Slide 24
Message content: Emotional arguments
ƒ Use them sparingly, consider the
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audience’s receptiveness
Have a single message
Appeal to our values
Create emotion: Outrage? Wonder?
Delight?
Move us to action
Include evidence and examples (reason +
emotion = powerful persuasion)
Briefing How-To
Slide 26
4. Deliver the briefing
ƒ Focus and center yourself
ƒ Show enthusiasm for
your subject
ƒ Be yourself—don’t imitate
others’ styles
ƒ Don’t read us a script—
memorize your main
points, keep notes at
hand if you like.
ƒ Project your voice so we
can hear and engage with
the topic
Briefing How-To
Slide 29
Preparing and handling questions
ƒ Preparing: What doubts is the listener likely to
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have? Where will they want details or extra
evidence? Where might they challenge us?
During the briefing: Listen carefully. If you’re
unsure about the question, summarize it and
check
Listen actively (nod, make eye contact,
acknowledge)
Answer the question and move on
Say you don’t know if you don’t know
State that you will gather and provide answers
later, if necessary
Briefing How-To
Slide 30
Rehearse
ƒ Practice and time the briefing at least
three (3) times
ƒ Get feedback
ƒ Content: Is it clear? What’s persuasive and
what’s not?
ƒ Structure: Is it working for you? Is there a better
way?
ƒ Delivery: Is your body supporting the message or
distracting the audience? Voice effective?
ƒ What are the main ways we can improve?
Briefing How-To
Slide 31
Rehearse
NON-VERBAL COMMUNIATION
SPEAKS LOUDLY
If on the
sidelines:
maintain
professional
composure.
If speaking,
channel your
energy, avoid
distracting
gestures.
Figure by MIT OCW.
Briefing How-To
Slide 32
Connect with the audience
ƒ Use the terms that your audience knows
ƒ Use examples to explain new ideas
ƒ Engage the audience
ƒ Establish eye contact; look at people not the screen
ƒ Use friendly hand gestures
ƒ Speak to specific individuals if you know them
Briefing How-To
Slide 34
Connect with your audience
ƒ A presentation is two-way
communication
ƒ Pay attention to audience reaction
ƒ Modify your talk as needed (are they listening or
doing something else?)
ƒ Look for nods, smiles and other cues to determine
if your message is being received.
ƒ Direct your answer to a question to the person
who posed it. Interact naturally, conversationally.
Briefing How-To
Slide 35
How do you look?
ƒ Where to Stand?
ƒ If you need to pick a place to stand – go left, out of the
projection line.
ƒ Mediate between screen and audience: Direct our
attention, you control the focus.
ƒ How to Speak?
ƒ Project, Project, Project – Practice
ƒ Pause after complicated ideas
ƒ Avoid a “canned” sound: Don’t rely on a speech script,
have a well-informed conversation with the listeners.
Briefing How-To
Slide 36
The briefing doesn’t live on the screen
ƒ Don’t read the
screen
ƒ Say more than you
show
ƒ Hand-out more
than you say
ƒ Leave paper trail:
important
audiences may not
be able to attend
Briefing How-To
Slide 37
Finish Strong
ƒ Try to recap your primary message
ƒ If culturally appropriate: Thank the
decisionmakers (or other audience
members) for their time and attention.
ƒ Offer to take questions (or more
questions).
ƒ During Q&A: Use your extra slides (not
shown during main briefing), if
appropriate, to extend or clarify your
arguments, teach the audience more.
Briefing How-To
Slide 38
Special tips to teams
ƒ Keep disagreements in perspective: different
team members will have different instincts
about some things;
ƒ Don’t focus on dividing up “air time” (speaking
time) evenly—focus on whatever will best
inform the audience, be flexible.
ƒ The team is always “on”: Even the members on
the sidelines should reflect the team’s
professionalism, avoid distracting side
conversations or body language (e.g. fidgeting).
ƒ Decide who will handle what questions and who
will “direct traffic” (coordinate) to avoid
awkward pauses
Briefing How-To
Slide 39
Sources
ƒ Purpose, Movement, Color:
A Strategy for Effective Presentations
ƒ Tom Mucciolo and Rich Mucciolo, MediaNet, Inc.,
1994
ƒ The Quick and Easy Way to Effective Speaking
ƒ Dale Carnegie, Dale Carnegie Associates, Inc., 1962
ƒ The Visual Display of Quantitative Information
ƒ Edward R. Tufte, Graphics Press, 1983
Briefing How-To
Slide 40