Client Briefs and Formats

A client brief, also called a specification, is how a client communicates the requirements for a media product. It spells out what the client expects the completed product to do and include. A client can be an individual, a charity, a small business or another organisation, not only a large company.

Once the brief is agreed, the producer and client have a shared, clear record of what is required. This helps both sides check the finished product against the brief and reduces disagreements later. For example, a community arts group might ask a freelancer for a two-minute video about its summer workshops. The agreed brief can be checked before the final edit, so nobody is surprised by the result. The standard requirements a brief sets out are covered in Client Requirements.

How a brief can be communicated

Format	What it means
Commission	The client pays an outside maker, such as a production company or self-employed creative, to create one particular product, usually for a set fee, rather than making it in-house.
Formal	Official and detailed, with clear requirements, deadlines and budget. It is often written and may be part of a contract.
Informal	Casual and less detailed, so some requirements may be vague and need clarifying before work starts.
Meeting or discussion	Given or developed through conversation, so the people involved can raise points and settle the details together. A record of what was agreed should be kept.
Negotiated	Developed through discussion and agreement, with requirements adjusted until both client and producer accept them.
Written	Records the requirements in a document that can be checked throughout the project.

A brief does not have to be written and formal. A conversation in a meeting can start the process, but turning the agreed points into a written brief gives you something to check later, and it is worth asking the client questions before planning starts if anything is vague.

How a brief can be communicated

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