Читать книгу The PR Campaigns Worktext - Maria Elles Scott - Страница 16

The second step is to determine how the class is to accomplish all the tasks needed to create a campaign efficiently. This translates into determining if teams are sufficient or whether groups should be added to further divide tasks and responsibilities.

For a large class (15 or more students), it is possible that creating three teams of five students each is enough to accomplish a full campaign within a semester—assuming each team has a different focus, such as a different target audience or objective. In this option, each team produces an entire campaign proposal or plan, instead of working with the other teams to create one overall campaign. The result is that the client receives three different campaign proposals or plans. This might be ideal for some clients who wish to have ideas to choose from. Many times, the resulting work from the competing campaign groups’ or teams’ strategy is that the teams push each other to think outside the box and to push the other team and/or competition.

For a smaller class, or in a PR agency environment, I suggest a blended or multi-layer option that combines the use of both teams or groups and division. In this model, the team or group has an individual focus (such as the target audience, outcome, etc.) and divisions are divided by function (i.e., writing tactical, graphic design, research, etc.). Using this option allows students to work together across teams in creating one unified plan; it is especially attractive because they are exposed to more students’ collaboration, ideas and talents.

Examples of teams:

Team A: Target Audience is Millennials

Bobby (Tactical Writer)

Maritza (Graphic Designer)

Marquis (Researcher)

Tamara (Plan Writer)

Team B: Target Audience is Generation X

Aimee (Graphic Designer)

Jake (Researcher)

Kenneth (Plan Writer)

Theresa (Tactical Writer)

Team C: Target Audience is Baby Boomers

Alexa (Researcher)

Cristeena (Plan Writer)

Kale (Graphic Designer)

Yvette (Tactical Writer)