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It Takes MoreThanUThink

Posted At: October 14, 2012 7:35 P.M.
by Grace Roberts and Christina Steward

The PR student is taught to pull off amazing and innovative campaigns for future clients. You start off bright-eyed and ready to share ground-breaking ideas, and then you hear the dreaded word, “no.” That single word can easily deflate the most engaged students.“But it’s the best idea ever!” you think. It doesn’t matter. You have to continue on.

We are currently working on the LessThanUThink  campaign, which addresses the national issue of college-aged binge drinking. When we first heard of the campaign, we knew that we wanted to be a part of it. Something we did not know was how many obstacles LTUT students had to go through. Because it takes MoreThanUThink. . . .

Since binge drinking is a sensitive subject on most college campuses, the message needs to be precise and noncontroversial. This means that out of the 10 ideas you may have, only two will be approved.

The development of a campaign can be a daunting task. By keeping the following tips in mind, the process in planning your campaign might be less stressful than you think.

You can’t do it by yourself: Listen to group members and be open to others’ willingness to take on tasks or offer ideas. A successful campaign requires a TEAM. According to Teri Henley, APR, University of Alabama advertising and PR professor, “Everyone is a key part to a campaign being successful. If any one of you pulls back and doesn’t give his or her all, you don’t win. You are every bit as much of a team as a football team. You may not feel like it, but there are lots of people cheering you on.”

When in doubt, keep your objectives in mind: At times you will feel lost, but there is a purpose to your campaign. Use your communication plan as a compass when the direction of the campaign is beginning to feel off-track.

The best ideas come when you are not looking: It may sound cliché, but inspiration is everywhere. Overhearing a conversation at a coffee shop can provide a new way of thinking about your campaign. Just like “LessThanUThink” came from a blurb spoken during a focus group, simply listening to your surroundings can provide the next big break-through you may need.

Deadlines, deadlines, deadlines: Deadlines are one of the most important aspects of a campaign. When you commit to a task, be sure to be aware of its deadline. Plan ahead; it ALWAYS takes longer than you think.

Eat, Sleep, BREATHE: In order to take care of a campaign, you must take care of yourself first. To keep your brain sharp, be sure to eat well while away from your desk. Get plenty of rest and enjoy some time off. By taking a little “you” time, you will be able to contribute much more to your campaign.

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