Understand the requirements of working to a brief - Rebecca

A brief is a set of instructions for a person in order to complete a job or task, they are hugely used within the media industry to complete projects such as websites, films and magazines. There are eight different types of briefs; contractual, negotiated, formal, informal, commission, competition, tender, cooperative. Each brief has different structures, which in turn means they have different advantages and disadvantages.

Contractual

A contractual brief is extremely formal, as it uses appropriate language when describing what it is asking they want the media company to do. Also, the media company will have to sign the contractual brief which means that they are agreeing that they will do what is asked, before the deadline. As it is so formal, there is no room for negotiating the terms of the brief, the media company are hired to do the task under the requirements of the client.

The advantages to these types of briefs is that the media company know exactly what is being asked from them, the brief requirements will be in detail making it very easy to know whether they are capable or not of completing the task to the standard it is being asked. However, the disadvantages to this type of brief is that the media company aren't allowed to enquire the client in terms of making any negotiations. This means that if the company feel as if there are any issues such as the payment of the task, the deadline for the task, they have to take it all into account and either accept the task or decline it. Additionally to this, as these briefs are so formal, if the media company do not reach the clients expectations then due to the fact that the brief was signed, the client can actually take various legal actions which can lead to numerous problems for the media company, such as giving them a bad reputation or even losing out on a lot of money.

For this example brief, it is for a company called UK Centre for Carnival Arts. The task that the brief is asking to be completed is that they require a creative partner that can assist them in a creative learning programme. Although this brief tells you the requirements in a simpler format (they must have a high standard in the practice for example) it also states that the essential requirements involve a disclosure meaning that whichever company takes up this job must have insurance. This allows me to know this brief is contractual as the requirement to have insurance tells me that it's a formal job that can lead to legal action if not understood correctly.

Negotiated

A negotiated brief has much more freedom for the media company due to the fact that the client gives a simple outline of what the task is, but then they leave it up to the media company to come up with the idea. It means that the media company can be a lot more creative, however they still have a deadline that they have to reach.

The advantages to this type of brief is that it allows the media company to be quite creative with their given task as if there is something they do not like they can negotiate it to change. This type of brief isn't very specific on the requirements so therefore if the media company follows the main aims asked for, yet they believe that they can improve something for the client then there is the access to discuss that idea. This in turn clearly lets the media company be far more creative with their ideas as they aren't put in a box and told a very specific task, but rather a lose idea that they can build upon.

However, this more relaxed type of brief also gives a disadvantage to the media company as if the client hasn't given enough information then the media company can possible struggle with completing the task as they are unaware of what standard of work is being asked. Additionally, time can be wasted when certain aspects are brought up that the client does not believe to be relevant, which in turn means that too much time can be wasted on negotiating smaller aspects of a task rather than just completing it. 

Formal

A formal brief is similar to a contractual brief in the way it is wrote - the language is specific as it must be appropriate within the media industry. This type of brief is given to the media company by the client outlining the task that needs to be completed, however there isn't always all of the specifications. This means that there is some room for discussion and negotiation between the media company and the client. The main difference between a contractual brief and a formal brief is the fact that a formal brief doesn't have to be signed, it still has formal language and lays out what the requirements are, however it isn't so formal by having a signature, which means that this type of brief isn't legally binding. 

Like mentioned, due to the client not laying out all of the specific requirements for the task to the media company, it gives the media company the advantage of allowing to negotiate some terms. Similarly to a negotiated brief, this allows the media company to raise any issues and/or ideas they may have that are not stated within the brief, meaning that there is room for the media company to be more creative in some aspects of the task at hand. But along with this aspect, it also means that the media company can feel as if the client has not offered sufficient information that would allow them to complete the task to the best possible standard. Furthermore, due to this type of brief not having to be signed, it means that issues can arise within the project, such as a breech to the contract and/or financial issues.

Informal

An informal brief is the complete opposite of a formal brief. It is usually very short, uses informal language, and isn't over detailed. Usually an informal brief is not written down but rather done through email or verbally. These briefs are used mainly between a client and a media company who have worked together a lot, or when what is being asked isn't something very difficult. There is definitely negotiations that happen within a informal brief as nothing is specific or set in stone - it can even come across as a client asking for a favour. 

Due to the verbal nature of this type of brief it allows the media company and client to communicate a lot more than other briefs. This then means that a lot of discussion can be held on what the media company is required to do, and in turn completing the task to a better standard as they know what is being asked of them. Yet, there is no legal/written contract between the client and the media company they employed, therefore it can lead to the client not paying the media company. Along with this, deadlines may not be reached as they are not completely clear, the task is failed to be completed, and therefore both parties can become very confused.

Commission

A commission brief is between a larger media company and an independent media company. It involves the larger company employing a smaller/independent company to complete a task, and they then take the completed task/product and give it to an external client who employed them. From here the both company can receive some royalties for the completed task. Like an informal brief, a commission brief is usually between a client and a media company who have worked together before. The client is familiar with their work, and therefore have gained each others trust - the client gives a commission brief as they know what the results will be. Additionally the brief isn't discussed between the client and media company, but rather between the two media company who are working on the task together so to speak.

This type of brief can be beneficial for the larger media company as they do not have to do as much work theoretically; they can sub-contract other media companies to complete aspect of the task, and they will both receive payment depending on what they have done towards the task. However, the disadvantages to this type of brief is from the fact that there are two companies working on one brief - it can lead to conflicts and/or confusion. More over, the two companies discuss the brief rather than the company and client, therefore the end product may not reach the clients standards and expectations.

Competition

A competition brief is used quite a lot within the media industry when it comes to upcoming companies. They are typically open to the public (or it is accessible to multiple media companies), therefore the client is still quite specific on the requirements as it has to make sure anyone reading it will understand what is being asked. The language is somewhat formal, depending on what the task actually is, however it still has detailed deadlines and timescales. There will usually be a prize for whoever is selected. 

This is a beneficial brief for a client to use as it not only means that they receive numerous entry ideas from media companies, meaning that they have a range of options allowing them to select the best possible one. It also allows the client to not even have to pay the media company in some circumstances or they just have to pay the one selected winner. But as there is only one winner chosen to complete the task being asked, the remaining media companies may lose confidence when going for other jobs in the future, as well as having the feeling of missing out on money and potential work.

This is an example competition brief; this is evident through it clearly stating "Competition Brief" at the top. Along with this is it says that there will be a panel of judges which informs you that there will be a winner from a group of people. Furthermore, it clearly but briefly outlines the requirements of what the task is - it then goes into more detail but not in an over formal way. Lastly, I know it's a competition brief as although not being overly formal, there isn't any negotiation to be had - you follow the task and submit it to the judges in hope that it wins.

Tender

A tender brief is similar to a competition brief as it is between multiple media companies. However, it is sent to multiple media companies, which then have to pitch their ideas in order to be chosen to do the task (there is no prize). A tender brief is formal, there are specific requirements that are being asked, however it can be negotiated once the media company is chosen. 

The advantage to this type of brief is that the client will be able to see various media companies propose their ideas for the task being asked, meaning that the client will be able to select the best idea that suits the task. Unfortunately, the media companies who are not chosen by the client may become disheartened from the fact that they missed out on a work opportunity as within the media industry is is very difficult and competitive. Along with this the remaining media companies may be set back, losing confidence and finding it harder to get work.

This brief is a tender brief as it is sent to multiple production companies which will then try to win the job. I know that this is a tender brief as firstly the language is quite formal as it is being sent to numerous people within a professional environment. Furthermore, it gives all the information needed for potential companies wanting to participate, including the timeline and requirements. Lastly, it has a submission date and location - this tells me that once the companies have made the required product they have to send it in to the client in hopes of being chosen.

Cooperative

A cooperative brief is between two or more media companies; a client who needs multiple different talents will use a cooperative brief as it means that they use the skills of different companies together in order to complete their task. They are usually formal and have some negotiating as each company need to be able to read every requirement together. 

Having this type of brief is beneficial as it means that as there are more people working on one task allows a deeper/better understanding of what is being asked to be done within the brief. However, the disadvantage to using this type of brief is that as there are multiple people working on the task can lead to conflict within ideas, causing disruption of the production of the product.