Tuesday, November 14, 2017

Project management

Why project management is important for an organization?
Budget. Project management helps keep projects on budget. A good project management plan identifies anticipated costs early on to develop a realistic budget. ... Coordinating tasks and clearly identifying goals or deliverable within phases reduces inefficiencies in time management that can result in being over-budget.

Project management is a growing field used increasingly by businesses of all sizes. As entrepreneurs and company executives deal with the daily responsibilities of managing an organization, it is important to use dedicated project managers to oversee projects from conception to completion. Understanding effective project management techniques helps organizations carry out large-scale projects on time, on budget and with minimal disruption to the rest of the business.


Temporary and Unique Venture

While a business is a continuous and ongoing operation, a project is a temporary venture aimed at producing a unique product, service or process. In many cases, this uniqueness means there aren't any blueprints or steps in place to develop the end product. Project managers have expertise and experience in creating plans to deliver these items. In addition, they seamlessly integrate resources across a company's departments and utilize communication, planning and budgeting skills to bring projects to completion.

Project Management Skills

Many business projects involve large-scale planning that affects every department or aspect of a business. Implementing the project may mean dealing with human resources, budgetary and supply constraints. Accredited project managers are skilled in project management techniques specific to dealing with one-time projects. They can create plans to manage interdependence and address resource conflict. Organizations that use project management to monitor and control processes and schedules can more effectively complete their projects on time and on budget.

Timeline

Creating a project timeline requires coordinating project activities in conjunction with the ongoing business activities. A project manager will identify and detail activities required in each phase of a project and lead teams with members of your staff to carry out each phase. Working within the parameters of a project management plan, a schedule sets out target dates for completion of tasks within each phase. The time line is directly correlated to the scope of a project.

Scope

Project management is imperative for organizations implementing wide-ranging or comprehensive projects. Scope refers to the breadth of a project, or how much of the business will be affected, and the bigger the project, the more details and planning are required to successfully bring it to fruition. Carrying out a wide-scale business endeavor requires careful coordination to ensure minimal impact on ongoing sales and production.

Budget

Project management helps keep projects on budget. A good project management plan identifies anticipated costs early on to develop a realistic budget. Using resource conflict solutions, project managers can minimize the effect of funding a new project on operating capital by optimizing the allocation of workers. Coordinating tasks and clearly identifying goals or deliverables within phases reduces inefficiencies in time management that can result in being over-budget.


10 Reasons why Project Management matters

Have you been watching the latest BBC Apprentice show? Each week, the candidates fight to be Project Manager in the hope that that it’s their time to shine and impress Lord Sugar and each week as the task evolves, sparks fly, bad decisions are made and the projects generally fail.
Most haven’t had any project management training or understand what is involved in order to keep a project on track. Is this why the programme has never had a certified and experienced Project manager candidate?
It all adds to more exciting viewing to see it all go wrong!
Project management is one of those things that looks easy until you try it.
The fundamentals of managing a project from start to finish require a team of individuals with different talents and skills. Those people are responsible for planning and executing the project objectives and that takes more than just labour and materials. Each project follows a Project Life Cycle. A sound project plan can mean the difference between success or failure. Each project follows a Project Life Cycle.
It’s a hard skill to master, but well worth learning. And here’s why:
  1. Defines a plan and organises chaos – projects are naturally chaotic. The primary business function of project management is organizing and planning projects to tame this chaos. A clear path mapped out from start to finish ensures the outcome meets the goals of your project.
  2. Establishes a schedule and plan – Without a schedule, a project has a higher probability of delays and cost overruns. A sound schedule is key to a successful project.
  3. Enforces and encourages teamwork – A project brings people together to share ideas and provide inspiration. Collaboration is the cornerstone to effective project planning and management.
  4. Maximises resources – Resources, whether financial or human, are expensive. By enforcing project management disciplines such as project tracking and risk management, all resources are used efficiently and economically.
  5. Manages Integration – Projects don’t happen in a vacuum. They need to be integrated with business processes, systems and organizations.
    You can’t build a sales system that doesn’t integrate with your sales process and sales organization. It wouldn’t add much value. Integration is often key to project value.
    Project management identifies and manages integration.
  1. Controls cost – some projects can cost a significant amount of money so on budget performance is essential. Using project management strategies greatly reduces the risk of budget overruns.
  2. Manages change – projects always happen in an environment in which nothing is constant except change. Managing change is a complex and daunting task. It is not optional. Project management manages change.
  3. Managing quality – Quality is the value of what you produce. Project management identifies, manages and controls quality. This results in a high quality product or service and a happy client.
  4. Retain and use knowledge – projects generate knowledge or at least they should. Knowledge represents a significant asset for most businesses. Left unmanaged knowledge tends to quickly fade. Project management ensures that knowledge is captured and managed.
  5. Learning from failure – projects do fail. When they do, it is important to learn from the process. Project management ensures that lessons are learned from project success and failure.

The five main phases of the project life cycle are as follows:
START-UP    This phase is where the project objectives are defined and the conceptual aspects of the project agreed. This may be the phase where a problem is identified and potential solutions suggested.
DEFINITION   Once the project objectives have been clearly defined then the appraisal of the solutions is conducted in terms of risks, financial commitment and benefits. The scope of work is now defined in detail.

(6 Important considerations when defining your Project)


PLANNING   This phase is where the project is broken down into manageable areas of work and planned in terms of time, cost and resources. This is a continuous process and will extend throughout the execution phase of the project.(6 Helpful hints when Planning your Project)

EXECUTION   During this phase the work is implemented, controlled and monitored.
CLOSE-OUT    The final phase of the project life cycle is close-out and demobilisation, where resources are reassigned, the project is handed over and the post-project review is carried out.(Project Close-out and handover – a general overview)
It is important to ensure the project life cycle used on your project is appropriate to the work being carried out and split into distinct and manageable phases.
The project life cycle also allows for the gate procedure to be used.  This is a tried and tested method for delivering projects on time, within budget and to the expected quality targets. At each stage, approval is generally required from outside the project team before proceeding to the next stage.


The planning stage of a project is often too rushed or ill-considered. A good plan sets the team up for success. A poor plan sets them up for failure. Here are some important considerations to take into account when planning your project.
1. OVER-OPTIMISM– Human nature affects planning in many ways. Despite the awareness that new projects are delivered on schedule people tend to plan optimistically. It is important to be critical when developing resource and duration estimates and to be realistic. It is usually better to over deliver than miss your project end date. As a project schedule slips the common approach is to throw more resources at the project – usually at a higher cost – to recover the schedule. This is not an argument for ‘sand bagging’ and overestimating but it is an argument for realism and allowing risk contingency.
2. OWNING THE PLAN– The old argument of whether a project manager needs to understand the technical aspects of the work in order to manage the project or whether the discipline of good project management in itself is the important competence for a project manager. This argument also applies to project planning as a discipline. In a large project it is common for specialist project planners to be used who may, or may not, understand technical detail. These arguments will continue but the solution is for project managers and the project team to ‘own’ the plan rather than delegate the process. Every element of the schedule needs to be critically analysed, ensuring that those in the organisation with experience of similar projects or smaller work packages, develop a realistic plan. Click here for our suggested contents of the Project Management Plan.
3.THE PITFALLS OF PLANNING SOFTWARE– Today there is extensive desktop planning software available. These have become essential to plan and manage the data of large and complex projects. However, these tools cannot think and they cannot apply experience. The temptation to let the software tools do the work is significant. However, project managers need to challenge the plan in all aspects – the durations, the logic and the resourcing.
4.TIME, COST OR QUALITY?– Every project has different emphasis on time, cost or quality. For a project manager or project team to critically analyse the plan they must understand the project drivers and ensure the plan is ‘weighted accordingly’.For example, if the timescale is the key priority then realistic time estimates are essential.If the budget is fixed then minimising cost, sometimes at the expense of schedule, is essential. It is common when project teams challenge these project drivers for them to be told that cost, time and quality are all essential. However, some elements are always more important than others. To apply the same emphasis to all three in a project is to plan to fail. Uncertainty, risk and change is inevitable and the project manager has an ethical duty to understand the project drivers before committing to the project plan.
5. AVOIDING ‘REVERSE PLANNING’– It is not uncommon for a project manager to be given a delivery date, the budget and the quality perimeters before the project plan has been developed. This is applying reverse logic to the project plan and will set the project team up for failure. However, although sometimes reverse planning is inevitable, it is still the duty of the project manager to be honest with their organisation. This problem can be mitigated by publishing the risk management plan and be producing different planning scenarios for review. These techniques ensure that the project sponsor or organisation’s management are made aware of the risks and different scenarios that can be applied and the decision then ultimately rests with them.
6. LEVEL OF PLANNING– The level of detail that your project needs to be planned at will depend greatly on the size of the project, the amount of information that is available to the project and the amount of visibility and reporting that are required. In a large project it is important to provide a level of detail at which the project can be managed. Presenting the project sponsor or organisation with a complex plan involving many thousands of activities will remove clarity from the plan overall. We recommend a series of planning levels so managers at different levels can review information at the appropriate level of detail.



‘Why is project management important?’

is an interesting question that clients sometimes pose.  They’ll ask: “Can’t we just brief the team doing the work and manage them ourselves? It’ll be loads cheaper.”
They wonder if they really need project management because on paper it looks like an unnecessary tax and overhead as project managers don’t really deliver anything and often get in the way of what they want the team to do! So if all that’s true, why is project management important?
The truth is, running projects without good project management is a false economy. It’s often thought to be an unnecessary burden on the budget, and there’s no doubt it can be expensive – as much as 20% of the overall project budget. But can you afford to not have project management? Without it, what holds the team and client together? And without it, who is left to navigate through the ups and downs, clashes and catastrophes of projects?
Great project management means much more than keeping project management’s iron triangle in check, delivering on time, budget, and scope; it unites clients and teams, creates a vision for success and gets everyone on the same page of what’s needed to stay on track for success. When projects are managed properly, there’s a positive impact that reverberates beyond delivery of ‘the stuff’.

Why Is Project Management Important?

1. Strategic Alignment

Project management is important because it ensures what is being delivered, is right, and will deliver real value against the business opportunity.
Every client has strategic goals and the projects that we do for them advance those goals. Project management is important because it ensures there’s rigor in architecting projects properly so that they fit well within the broader context of our client’s strategic frameworks Good project management ensures that the goals of projects closely align with the strategic goals of the business.
In identifying a solid business case, and being methodical about calculating ROI, project management is important because it can help to ensure the right thing is delivered, that’s going to deliver real value.
Of course, as projects progress, it is possible that risks may emerge, that turn into issues or even the business strategy may change. But a project manager will ensure that the project is part of that realignment. Project management really matters here because projects that veer off course, or which fail to adapt to the business needs may end up being expensive and/or unnecessary.

2. Leadership

Project management is important because it brings leadership and direction to projects.
Without project management, a team can be like a ship without a rudder; moving but without direction, control or purpose. Leadership allows and enables a team to do their best work. Project management provides leadership and vision, motivation, removing roadblocks, coaching and inspiring the team to do their best work.
Project managers serve the team but also ensure clear lines of accountability. With a project manager in place there’s no confusion about who’s in charge and in control of whatever’s going on in a project. Project managers enforce process and keep everyone on the team in line too because ultimately they carry responsibility for whether the project fails or succeeds.

3. Clear Focus & Objectives

Project management is important because it ensures there’s a proper plan for executing on strategic goals.
Where project management is left to the team to work out by themselves, you’ll find teams work without proper briefs, projects lack focus, can have vague or nebulous objectives, and leave the team not quite sure what they’re supposed to be doing, or why.
As project managers, we position ourselves to prevent such a situation and drive the timely accomplishment of tasks, by breaking up a project into tasks for our teams. Oftentimes, the foresight to take such an approach is what differentiates good project management from bad. Breaking up into smaller chunks of work enables teams to remain focused on clear objectives, gear their efforts towards achieving the ultimate goal through the completion of smaller steps and to quickly identify risks, since risk management is important in project management.
Often a project’s goals have to change in line with a materializing risk. Again, without dedicated oversite and management, a project could swiftly falter but good project management (and a good project manager) is what enables the team to focus, and when necessary refocus, on their objectives.

4. Realistic Project Planning

Project management is important because it ensures proper expectations are set around what can be delivered, by when, and for how much
Without proper project management, budget estimates and project delivery timelines can be set that are over-ambitious or lacking in analogous estimating insight from similar projects. Ultimately this means without good project management, projects get delivered late, and over budget.
Effective project managers should be able to negotiate reasonable and achievable deadlines and milestones across stakeholders, teams, and management. Too often, the urgency placed on delivery compromises the necessary steps, and ultimately, the quality of the project’s outcome.
We all know that most tasks will take longer than initially anticipated; a good project manager is able to analyze and balance the available resources, with the required timeline, and develop a realistic schedule. Project management really matters when scheduling because it brings objectivity to the planning.
A good project manager creates a clear process, with achievable deadlines, that enables everyone within the project team to work within reasonable bounds, and not unreasonable expectations.

5. Quality Control

Projects management is important because it ensures the quality of whatever is being delivered, consistently hits the mark.
Projects are also usually under enormous pressure to be completed. Without a dedicated project manager, who has the support and buy-in of executive management, tasks are underestimated, schedules tightened and processes rushed. The result is bad quality output. Dedicated project management ensures that not only does a project have the time and resources to deliver, but also that the output is quality tested at every stage.
Good project management demands gated phases where teams can assess the output for quality, applicability, and ROI. Project management is of key importance to Quality Assurance because it allows for a staggered and phased process, creating time for teams to examine and test their outputs at every step along the way.

6. Risk Management

Project management is important because it ensures risks are properly managed and mitigated against to avoid becoming issues.
Risk management is critical to project success. The temptation is just to sweep them under the carpet, never talk about them to the client and hope for the best. But having a robust process around the identification, management and mitigation of risk is what helps prevent risks from becoming issues.
Good project management practice requires project managers to carefully analyze all potential risks to the project, quantify them, develop a mitigation plan against them, and a contingency plan should any of them materialize. Naturally, risks should be prioritized according to the likelihood of them occurring, and appropriate responses are allocated per risk. Good project management matters in this regard, because projects never go to plan, and how we deal with change and adapt our plans is a key to delivering projects successfully.

7. Orderly Process1

Project management is important because it ensures the right people do the right things, at the right time – it ensures proper project process is followed throughout the project lifecycle.
Surprisingly, many large and well-known companies have reactive planning processes. But reactivity – as opposed to proactivity – can often cause projects to go into survival mode. This is a when teams fracture, tasks duplicate, and planning becomes reactive creating inefficiency and frustration in the team.
Proper planning and process can make a massive difference as the team knows who’s doing what, when, and how. Proper process helps to clarify roles, streamline processes and inputs, anticipate risks, and creates the checks and balances to ensure the project is continually aligned with the overall strategy. Project management matters here because without an orderly, easily understood process, companies risk project failure, attrition of employee trust and resource wastage.

8. Continuous Oversight

Project management is important because it ensures a project’s progress is tracked and reported properly.
Status reporting might sound boring and unnecessary – and if everything’s going to plan, it can just feel like documentation for documentation’s sake. But continuous project oversight, ensuring that a project is tracking properly against the original plan, is critical to ensuring that a project stays on track.
When proper oversight and project reporting is in place it makes it easy to see when a project is beginning to deviate from its intended course. The earlier you’re able to spot project deviation, the easier it is to course correct.
Good project managers will regularly generate easily digestible progress or status reports that enable stakeholders to track the project. Typically these status reports will provide insights into the work that was completed and planned, the hours utilized and how they track against those planned, how the project is tracking against milestones, risks, assumptions, issues and dependencies and any outputs of the project as it proceeds.
This data is invaluable not only for tracking progress but helps clients gain the trust of other stakeholders in their organization, giving them easy oversight of a project’s progress.

9. Subject Matter Expertise

Project management is important because someone needs to be able to understand if everyone’s doing what they should. 
With a few years experience under their belt, project managers will know a little about a lot of aspects of delivering the projects they manage. They’ll know everything about the work that their teams execute; the platforms and systems they use, and the possibilities and limitations, and the kinds of issues that typically occur.
Having this kind of subject matter expertise means they can have intelligent and informed conversations with clients, team, stakeholders, and suppliers. They’re well equipped to be the hub of communication on a project, ensuring that as the project flows between different teams and phases of work, nothing gets forgotten about or overlooked.
Without subject matter expertise through project management, you can find a project becomes unbalanced – the creatives ignore the limitations of technology or the developers forget the creative vision of the project. Project management keeps the team focussed on the overarching vision and brings everyone together forcing the right compromises to make the project a success.

10. Managing and Learning from Succes and Failure

Project management is important because it learns from the successes and failures of the past. 
Project management can break bad habits and when you’re delivering projects, it’s important to not make the same mistakes twice. Project managers use retrospectives or post project reviews to consider what went well, what didn’t go so well and what should be done differently for the next project.
This produces a valuable set of documentation that becomes a record of “dos and don’ts” going forward, enabling the organization to learn from failures and success. Without this learning, teams will often keep making the same mistakes, time and time again. These retrospectives are great documents to use at a project kickoff meeting to remind the team about failures such as underestimating projects, and successes such as the benefits of a solid process or the importance of keeping time sheet reporting up to date!

Summary of Why Is Project Management Important

So why is project management important? Without it, teams and clients are exposed to chaotic management, unclear objectives, a lack of resources, unrealistic planning, high risk, poor quality deliverables, projects going over budget and delivered late.
Great project management matters because it delivers success. Project management creates and enables happy, motivated teams who know their work matters, so do their best work. And that project management enabled team ensures the right stuff is delivered; stuff that delivers real return on investment, and that makes happy clients.

Thursday, November 9, 2017

Produce copy for digital media communication

Transcript of Unit 25 produce copy for interactive media


In advertising, web marketing and similar fields, copy refers to the output of copywriters, who are employed to write material which encourages consumers to buy goods or services. In publishing more generally, the term copy refers to the text in books, magazines, and newspapers.

“Copywriting is written content conveyed through online media and print materials.Copy content is primarily used for the purpose of advertising or marketing. This type of written material is often used to persuade a person or group as well as raise brand awareness.”

Originally the domain of advertising copywriters (not copy writers, you’ll note), the term copywriting applies to writing material for marketing – advertising, direct mail, PR, brochures, and scripts for radio, TV and sales people.
 Now we add website pages and blogs, podcast scripts, the words on infographics and so on.

Unit 25 Produce copy for interactive media products

 Understand the target medium/platform for communicating with text

2 Be able to produce text-based material for an interactive media product 
3 Be able to check the accuracy of text-based material for an interactive media product 
4 Understand legal and ethical considerations relevant to producing copy for interactive media products

 2.1 Identify a style that is suitable for the target audience and purpose of the communication
The style for a target audience will chance dependent on who the market is, for example if you were aiming at a younger audience, you would use more simplistic language and not engage within more mature topics such as politics.

2.2 Maintain a consistent style both within texts and between related texts
Within a website, you cannot change the tone of the site on different pages, if you are a professional news website such as the BBC the first link you have on the site will not lead to a celebrity gossip site.

2.3 Ensure that grammar, punctuation and spelling are accurate and appropriate
You won't get anyone taking you seriously if you make clear grammatical and punctual errors.

 2.4 Structure the text-based content for readability and accessibility
For people that have sight or hearing problems, you could add a "narrator" like software to the product or an option to enlarge the text or high contrast options.

2.5 Identify search engine optimisation techniques as appropriate
Using "h1" tags to ensure that people can find your site on Google.

2.6 Format copy, following relevant writing conventions, style guides and policies
Ensuring that the product follows the same guidelines, to ensure that it doesn't confuse users to thinking they are on a different web page, keeping the product on the same format ensures that you can have your own image and people recognise you for it.

2.7 Produce appropriate captions or descriptions to accompany content
This allows the product to be appealing for users that want to quick browse the product without reading to deep "quick reading".

 3.1 Proofread copy to check for any errors
This is to ensure that the product contains a sense of professionalism, no one will take you seriously if there are errors.

3.2 Check the accuracy of any facts and figures quoted, seeking advice as required
This is to ensure that you are a reliable source, you want your product to be used and taken seriously, you want to beat the competition!

 4.1 Review the content against any legal and ethical considerations
A website or a product could be shut down if the necessary legal and ethical considerations are not put into place. Such as if you use another companies logo, video or anything else without their permission they can request you take it off or in extreme cases get the product shut down, an example of this is the recently closed site Mega Upload and their subsidiary Mega Video, this website was closed down for distributing other companies products without their permission.

4.2 Make any necessary changes to comply with relevant legislation
If you are hosting another companies product and they do not want it on your website, you are expected to take it down or else legal action could be put in place.


1 Understand the target medium/platform for communicating with text

1.1 Identify relevant constraints, possibilities and opportunities offered by the selected target medium/platform.

This part of the unit is to ensure that you realise how different market require different requirements, such as if you are aiming a product at a younger market you will need to include bright colours for example or if you are aiming at an older market you will need to make the product more visually appealing for their needs, more complex language is also needed for an older market.

1.2 Identify key constraints or considerations arising from the use of an online content management system
Content management systems are essentially just platforms that you can use to update a website, for example if I had no skill of HTML and CSS I would use a content management system to update my wesbite. Constrictions of this could be the system could limit what I can put in to the website and could restrics Search Engine Optimisation.

2.8 Provide clear, consistent and accessible hyperlinks
This ensures that it is easy for one to navigate throughout a page or the product

2.9 Produce and embed metadata 

Metadata is data of data, such as if you wrote down information from a survey, the meta data would be the date and time this information was gathered. A task that we could do to learn these points? A task that we could do to help learn these techniques are essentially using word and exploring the different ways we can write, this will help us with the spelling part of the unit, but also allow us to practice writing for different audiences.

We could also look at other sites to see how they present information in such a way and stick to necessary guidlines. A good example of how a page sticks to the same format is Facebook, it is customisable but it is still clear that it is the same website on every page you go on, because of the same colouring and so on, their phone App also keeps within these guidelines.
Websites such as The BBC keep within the same writing style, you wouldn't find one page writing such as this
"This is your news for today" and then another page on the same site saying "Dis 1s Ur N3w$ 4 2d4y". If you wanted to reach out to a younger audience then perhaps you would talk like that?
A Real life business situation where these skills/knowledge might be useful

In a real life business situation, you could find yourself writing for a website, I will take The Website CNET for example, they are a website that update their market with news on new technology. If you were writing for them yoyu would write in a formal way, because the market will be more mature and formal, you would gain reliable facts and figures and because they are a company that are involed in tech, facts and figures are easy to come across.

If you posted false information such as the release of an Apple product that is not real and has no reliable source and you just wrote this because you needed content. Then Apple could take action on you and the website because you are posting information that is not true.

Sticking within the same format and style of the other pages is also key, if you designing a page and the main colour of the other pages is red, then designing the page to be coloured blue would not look appealing in comparison to the other pages on the site and may influence the user to think they are on a different site.


explain considerations for a selection of media channels





How to Determine the Appropriate Communication Channel


To determine the appropriate communication channel, identify the people you want to communicate with, research how they obtain information, consider the complexity of the message you want to communicate, calculate the cost of communicating and decide whether you want the communication to be interactive.

 The choice of channel is not simple; for a complex communication program, you may need to work with professionals such as public relations or marketing communication consultants.
1. Identify your target audience. Find out the job titles of the people who make or influence decisions about purchasing the type of products you supply. Review the media information packs of magazines and newspapers that claim to reach your target audience. Draw up a shortlist of publications you could use for advertising or editorial coverage. Ask the sales team if they meet the key decision makers face-to-face. If they do, you can use the sales force to communicate information. Consider how you could use your website to communicate with the audience. Companies use the Internet to gather preliminary information when they are considering a purchase.
2. Analyze the message you want to communicate. Use channels such as advertisements, email or short messages on social media such as Twitter to communicate a simple message, such as a price change or new product announcement. Select a channel that allows you to treat a topic in more depth if you want to explain the benefits of a new product or a strategic change in your company. Consider feature articles in magazines read by your target audience, detailed technical papers available from your website or speaking opportunities at industry conferences attended by your target audience.
3. Calculate the cost of communicating through the channels you have identified. Obtain advertising rates from media publishers, ask designers and printers for quotes on producing printed documents such as technical papers and calculate the cost of direct sales calls on key decision-makers.
4. Choose interactive channels if you want to obtain feedback or monitor opinions of your company and your products. Set up a forum or product review page on your website to encourage visitors to share their views. Monitor social media for material that relates to your company. Respond to comments to build dialogue and protect your reputation.
5. Work with communications professionals to develop and implement your communication strategy. Appoint a public relations consultant to handle relations with the media – ensuring that press releases appear in the right publications and gaining editorial coverage in influential media. Select a marketing firm or advertising agency to make recommendations on communication channels and strategy.


Writing a brief 
A clear brief will help any designer or copywriter to deliver work that meets all your expectations. Copywriter and marketing communications consultant Mike Hadley explains the importance of setting objectives and shares his own briefing form.
During my many years of working with clients, advertising agenciesand design companies, I have been surprised how often there is no proper brief to detail requirements and expectations.
This can leave both parties disappointed: clients may be frustrated that they do not get what they want (or expect) and the designer or writer may feel that their client is being difficult or indecisive.
As a copywriter and design manager, I have created my own briefing form that I have developed over the years. This covers most of the aspects I would normally expect to consider, to ensure that I deliver work that will be effective in the job it has to do. While I don't always complete it in full, at the very least it serves as a useful prompt to ensure all the main things are covered.
It has been prepared mainly with copywriting needs in mind, although its scope is also useful for many design projects. I would be pleased to hear from you if you have any comments or suggestions to improve it.

Briefing form

Client:

Subject:

Date:

Briefed by (name and job title/responsibility):

Project description:

Requirement:

What do you believe you require? For example, a corporate brochurewebsitesales literature, sales aid, letter, form, PRexhibitionTV, radio or print advertisement. (Sometimes, based on the information you provide, it may be that a different or additional approach is recommended.)

Purpose:

Why is this wanted? What do you want to achieve in the short-term, in the long-term? For example, to generate immediate enquiries or to explain something. How will you evaluate its effectiveness?

Target Audience:

Who do you most want to reach? Qualify and quantify. Describe relevant aspects, both in professional terms - nature of business, position held, etc, and in personal terms - age, sex, etc. Use socio-economic classifications if appropriate (ABC1 etc).

Positioning:

The present and, if relevant, the required positioning in the marketplace, both actual and perceived. SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).

Benefits:

What is the single most important benefit that will appeal to your target audience? Why is this important to your customer? What are the secondary benefits?

Proposition:

What is the key statement that summarises the main benefit of your product or service?

Rationale:

Why should the audience believe what you claim?

Response:

What sort of response are you seeking? To increase general awareness? To change attitudes? To buy? Is there an immediate action required: to email, telephone or to respond in some other way?

Executional guidelines:

The use will inform the design/copy approach. For example, will information change frequently? Is there a need to provide different information for different audiences? Give details of any other elements to be included - for example, 24-page booklet rather than loose-leaf binder, colour essential. State quantities required. Include any expectations/assumptions you may have.

Tone of voice:

What sort of language should be used: casual, formal, authoritative, friendly, humorous, serious, etc? It may be helpful to provide examples of existing material, as well as style guidelines, if they exist.

Distribution:

How will this be received? By hand, in person, by email, posted, left behind after meeting?

Other activity:

Are there, or will there be, related activities, such as advertising, exhibitions, posters or brochures? Will any subsequent activity be taking place, such as follow up mailings, telephone calls or personal visits?

Background:

Assume the agency/designer/writer has no knowledge of your activities. It is all too easy for work to fail because of incorrect assumptions. Supply the essential information they need.

Context:

How does this relate to your wider business strategy? What is the competition? Are you aware of any similar activity? Is there anything else you have done, or are planning to do, that is relevant? Where appropriate, supply examples. How do your target audience feel about your product or service in relation to alternatives available to them?

Content:

Supply the information you wish to be communicated. In some cases you may have draft text, in others you may only have the germ of an idea - so describe what you want to say. Indicate key phrases/terms relevant to the business. For websites, provide any information already held on keywords for search engines. Try to prioritise.

Attachments:

List and supply all relevant information.

Next action:

Detail who is to do what and by when. For example, client to agree brief by a certain date.

Estimate/budget:

Before beginning work a budget should be provided and/or an estimate agreed. An

y estimate given is based on present assumptions of the nature of the item at this stage. These costs may be subject to revision once concepts have been developed, or if the brief changes substantially. Agree Terms and Conditions of working.

Timing:

Agree now on the first action required, and by when. Agree a schedule to show stages and dates for each stage: agree brief, initial concepts, detailed design, draft text, artwork, final revisions, to printer, delivery.




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