The brief that measurably improves your crew
The same crew performs completely differently at two events, and the difference is usually not the people but what they knew in advance. The brief is the cheapest quality lever a client holds.
The three things most often missing
Without these the crew starts orienting on site, which costs time.
- Who the on-site contact is, and their phone number
- Exactly where the staff entrance and changing area are
- What to do when someone isn't on the list
What makes a brief usable
A good brief is specific, not long. One page is enough if it carries the essentials: date, venue, arrival, positions, headcount, dress code, outline programme and the contact. Anything not written down gets improvised on site, and not necessarily the way you'd want.
It's worth stating explicitly what the crew should not do. At pharmaceutical or sponsored events that can matter more than the task list.
When to send it
One week before is ideal. There's still time for questions and the crew can prepare. A brief arriving the day before is technically a brief but practically just information nobody can absorb.
If something changes later, send it to the team lead rather than to individuals: one channel is far less likely to lose it.
The takeaway
One page of specifics, a week ahead, improves crew performance more than any premium you could pay.
More articles