A web developer once told me that her ideal projects required two out of three qualities: the opportunity to learn something new, to work with interesting people, or to make a ridiculous amount of money. That’s not a bad criteria. Here’s another spin on that idea: how can you tell the project you just started is going to be great?

Based on my experience, terrific communications projects start off with these five glorious signs:

1. A clear goal. “We’d like as much media coverage on the findings of our latest report,” is straightforward and achievable. What’s not achievable? “I’ll know what I want when I see it.”

2. A topic that’s fascinating. New approaches, new findings, a different view – it’s exciting and refreshing to take on a project that allows for a different mindset or approach to an old topic. Maybe that fascination isn’t evident early on. What’s lovely is when you can see the sparkle that everyone else hasn’t quite seen, and can dazzle with a fresh view on the mundane. Which leads us to item #3.

3. Trust. Theoretically, creative types are hired to apply their experience and skills to the issue at hand. Maybe the client loved your writing sample, or your portfolio, or your web site. If that amazing client wants you to apply your magic to his or her report, presentation, or campaign without a battle over every phrase, it’s time to celebrate.

4. Everybody’s reasonably happy. The meetings are fun because the team is confident and likes what it’s doing – even under challenging conditions.

5. Clear terms. I also call this item “hygiene”: the details that apply to every aspect of a project. Scope, objectives, the time period, the rate – all of these need to be defined before the work begins. There’s nothing worse than a surprise at the end that involves a loss or misunderstanding on either side.

While not all projects will be great, most have potential. Stay tuned for tips on how to turn the “eh” into the fabulous. Yes, it can be done.

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Everybody wants to make a video. The kind that goes viral. Now.

Of course, few videos will go viral. But to make a video? Yes, your client, or boss, or you, will likely want one in the near future. According to Syndacast, in 2017, 74% of Internet traffic will be video. Social media outlets like YouTube, Facebook, Vine, and Instagram are driving an insatiable appetite for online videos, now a growing, $6+ billion industry.

This summer, we had the privilege to develop short videos for the American Heart Association. The videos will be used as web site and social media content to support two great causes: funding for heart disease research, and healthy school meals.

The takeaway: content matters. Good stories are compelling, inspiring, and can bring your audience to where you want it to be, without telling it where to go. Yes, the technical side of producing a video is daunting. But storytelling is really at the heart of making a video.

And did we have stories:

A student who avoided risky brain surgery following two strokes, thanks to research – and went on to graduate with a master’s degree from Columbia University.
A young mother who survived a major heart attack following the birth of her son.
A mom who came in to discuss school lunches and went on to talk about her six-year old ballerina daughter, who was born with deadly congenital heart disease and is beating the odds.

We worked with a terrific video team, led by Jeff Preston of Faithful Dog Digital, and grassroots organizers at the American Heart Association. The greatest challenge was editing 15 minutes of raw footage into a cogent, one-minute story; it required close coordination and communication, and obviously, a mastery of equipment and software.

I posted a few favorites here; there are more on my YouTube channel. If you’d like to learn more about the project, drop me a line at joelle@jordandresden.com.

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