North America

USA - New York

New York
New York
275 Seventh Ave, Suite 706
New York, NY 10001
P: +1.646.722.3041

USA - Detroit/ Ann Arbor

Ann Arbor / Detroit
Ann Arbor/ Detroit
309 Maynard Street
Ann Arbor, MI 48104
+1 734 913 0348



Frankfurt / Mainz
Kaiserstrasse 22-24
55116 Mainz
+49 6131 2180 0

United Kingdom

58 St. Aldates
Oxford, OX1 1ST
+44 1865 324 911


Badenerstraße 549
8048 Zurich
+41 43 210 97 46

South America


Sao Paulo
Av. Roque Petroni Júnior, 1089
São Paulo, SP Brasil – 04707-900
+55 11 3033 5858

Asia Pacific


Rm.306, Bldg. 2
Lujiazui Software Park No. 100, Lane 91, E'shan Rd. Pudong Shanghai 200127, China
+86 21 6859 2099


Office no. 3, 14th floor German Center
Building No. 9B -DLF Cyber City
Phase-III Gurgaon - INDIA
+91 124 463 6045

Handling Morning Newsletters over your Morning Coffee

Beyond Crisis Days: Gaining Advantage from Your Morning Email

Posted On June 22, 2017

If your organization’s news alerts are boring on a slow day, or if you only remember they exist during product launches and crises, you might be ignoring a vital resource. Corporate communicators who look beyond the basic utility and format of daily media reports develop an intelligent view of opportunities and challenges while applying a useful tool for internal messaging.

What is a News Briefing?

A daily news briefing is a collection of the day’s top relevant stories as defined by an internal or external client. Usually delivered in the early morning, the collection of articles and social posts may go beyond company and brand news to include competitors, emerging issues, regulatory action, and industry developments. The briefings feature headlines, publication information, and online article links; options include expertly written summaries, translated abstracts, cumulative data reflecting news trends, and more. The briefings can be presented in the form of a menu, delivered to desktop and mobile devices wherever and whenever one does business. Copyright compliance is essential, with non-compliance carrying heavy penalties.

How to Achieve the Highest Value from a News Briefing

The foundation of a briefing is often the expertise of a single person (or team), translated into criteria for search engines, database checks, media scans, and other methods for content gathering. Consistency tends to be the primary concern early on, with goals such as capturing all high-priority articles on a target company or subject. However, if the team responsible is not challenged to question their results, think beyond the explicit criteria and apply broader industry knowledge, the product’s value and insight can be lost.

Close collaboration between the news team and their clients is required given the active nature of business and the “always on” dynamics of news and social media. Consider a Wall Street Journal article that includes just one mention of a target company appearing halfway through the text. This could be a minor reference, not worthy of top-level attention; it also could be a painstakingly placed article that tells the company’s story perfectly, albeit subtly. You know the difference, but your team needs to know, too, and they need to be able to make this distinction without you, and to get it right every time.

To that end, foster critical reading, independent research, and a broad industry vocabulary in reporting teams. They must be able to question what they read and view it in context, rather than scanning for easily found mentions, and to track how storylines and media channels grow and change. In addition to supporting clearer, higher-quality reporting, this can build an element of exploration, enabling your news service to highlight conversations your organization may want to join.

And when a big news day does occur, you’ll want more than a clip count. Whether your news service team is internal or external, make sure it’s up to date with positions on critical issues, and plan ahead for how to handle sensitive topics.

Why News Briefings Matter

At their best, news briefings present an efficient communications tool that supports trust, coordination and a focus on organizational objectives:

  • A briefing offers transparency when delivering newsworthy content, regardless of whether it’s positive or critical
  • A briefing delivers emerging trends across business units, brands, industry areas and regions, to equip executives to act and respond intelligently, cohesively and professionally
  • Its structure reinforces the priorities of the enterprise, as the selection of the day’s top news represents that which the organization values most
  • Pairing a briefing with media analysis provides both a current and retrospective view to what is happening, why it’s happening, and what can be done about it

How to Begin

Whether executed in-house or through an outside provider, it’s important to work with the intended recipients to identify their objectives for a news briefing. Based on the audiences they serve, some organizations deliver multiple versions to satisfy the needs of individual business areas and geographic regions. Once understood, the audience’s priorities will guide the selection of media, topics, frequency and time of delivery. Be sure to get sign-off before beginning, with the understanding that your organization’s priorities regarding content and media may change over time. Become familiar with the rights available to you through your content provider. Double-check for any pay-wall requirements and honor them.

Rather than being just another company email, your morning news briefing is a chance to inform management and colleagues, to help the enterprise make more informed decisions, and to reinforce the importance of the public relations function.

About the Author

Russ Schwartz is Director and co-leader of PRIME’s news division. He works with clients across multiple sectors to create customized news and media deliverables. Learn more about PRIME Research at

Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedInEmail this to someone
Share this to social

You may also be interested in

Public Relations: The Corporate Sword and Shield

People now have unprecedented levels of access to information that is readily obtainable anytime anywhere. This profusion of information – some of which is true and some not so true -- presents an increased need to process, understand and act upon the opinion-shaping material which influences stakeholders, the marketplace and society in general. With the need for constant vigilance, Public Relations serves most organizations as its sword and shield, monitoring emerging issues to help address threats and to pursue opportunities. This proactive communication process represents PR’s unique ability to quickly frame issues through context, dialogue and action, often supplementing through real-time traditional and social media analysis the intelligence gleaned more slowly through surveys and ...

Learn more

Managing mountains of media monitoring data with IBM Cloud

Over the past 30 years, the media industry has undergone a digital revolution. In the “old days,” there was traditional media such as television, print, and radio. Today, social and digital channels are as just as much a concern as traditional media. PRIME Research performs media monitoring services for more than 500 global customers including 35 of the top 100 brands in the world. That means the company integrates, examines and evaluates as many as 5 million documents a day to keep tabs on public sentiment for its global customers. Huge amounts of data PRIME Research customers use a dashboard to understand public sentiment about their organizations’ brands, competitors and peers as well as the larger business landscape. Content is monitored across all media channels, and the dashboard ...

Learn more

Elise Mitchell interviews Richard Bagnall, Prime Research UK at Cannes 2017

At Cannes Lions 2017, Mitchell CEO Elise Mitchell sat down with Richard Bagnall, CEO Prime Research UK, to discuss the evolution of measurement in PR and what's new on the ...

Learn more