Surprisingly Simple Media Process

transcript

Surprisingly Simple

Media Process

“Effectively Share the Good News of Jesus Christ and World Missions”

To Use Media Effectively You need a Strategy!

• How Can You Use Research?• Connect to Ministry Goals?• Next Steps for Planning?• Simple Process?• Useful for Evangelism and Advocacy?• For Any Level of Ministry?• Get Results?

A Simple Process for Planning the Effective Use of Media!

People Group Segment

Research•Church Growth &

Missiological Research•Worldview

•People Profile

Multi-Year Plan

Action Plans

Endvision

Know the People

Learn their Needs

Link the Message to a Solution

Relationship

Close the Loop

Match the Medium to the People

Share the Good News

Develop the Message

Deliver the Message

Media Process Seminar

• Use and Limitations of Media

• Filtering for the Responsive

• Media Process

What is Media?

• Telephones to Television• Even the Bible is in a medium:

Media are: “All the Means of Communication”

Most of us have Grown up Using Media:

Danger: We are Tempted to think we are Media Savvy!

Trust me I know what I am doing!

Much of what you need to know for the effective use of media can be learned from studying what other communication experts already know!

•Media Producers

•Advertisers•Marketers

Whoa! Marketing? What can I learn from marketing that applies to

Ministry?

Marketers persuade people about who, what, where, when and why to…

To Buy Things

To Believe!

Marketing?

Missionaries persuade people about who, what, where, when and why to…

Social Marketing• Behavior Oriented

not Product Oriented

• Life Changing Decisions– Health Decisions– Political Action– Environment

• Even Matters of Faith!

Marketing is Communication Strategy

We Are Only Persuading Men

as Paul Did, Master!

You Can’t Market God!

Marketing is Beneath the Dignity of the Message, my

You Can’t Market God!Ahh..the

Student has become the

Master!

Tonight. I walk the rice paper

without tearing it!

Where is God in All of This?

•Draws People •Reveals Himself•Convicts•Converts

•Proclaim Good News•Persuade•Follow-up•Fellowship

We “Persuade” Behaviors!

God’s Role Man’s Role

Wide Spread Sowing!

When Do You Need the Media Process?

Don’t Need• Just for Personal

Evangelism

Do Need• Reach Larger

Audience than You can Reach Alone

How Big is the Vision God has

Given You?

Basic Communication

NoiseSender

Receiver

Feedback

Media Planning Helps Maximize Effective Communication

Media Impact Attitudes

• Do I like this?• Do I Understand this?• Do I need this?• Is this a good thing?• Do I believe this?• What is the risk?• Does anybody else do this?

Media Impact Knowledge

• Great tool for increasing knowledge.

• Can contain huge amounts of information

• Ideal for educationCautions:

– Must be needed– Must be “on time”– Must not be “too much”

Neg. Pos.Attitude

Christian Media in Action

1. Initial Awareness

2. Initial Contact and Impressions

3. Surfing Information

4. Beginning to Learn

5. Willingness to Consider Joining

6. Limited Participation

7. Forming Relationships

8. Joining

9. Adapting to Being a Member

10. Ready to Teach

General Media

Specific MediaEm

, Loyalt

What Happens when People Respond?

• People Pay a price of some kind.

• Emotional Attachment increases

• Need for information increases

• Growing Sense of loyalty

• Need Personalization

Stages of the Exchange-Relationship

•Getting Attention

•Inviting Response•Building Fellowship

Getting Attention

Understand “Reach” and

“Frequency”• Reach= The Number of People in the Target

Audience you reach with your message.• Frequency= The number to times you

reach them

Tip: Generally, you will need to reach your target audience more than once to communicate effectively with them.

Spread your media budget out to reach them with frequency.

Media Saturation

• 2500-3500 Advertising Attempts per day.

• Human mind has a filtering Reflex to block out “unwanted” communication

• “Wanted” communication is only allowed to break through the communication.

• “Wants” (Needs) Drive the Communication Process!

Invite Response

Filtering For the ResponsiveAbundant Sowing

Filtering Mechanisms

Precision Harvesting

A Filtering Model• The Goal of Filtering is to

identify the most promising prospects for your message.

• The Message is “Sown Widely”• As People Respond• Your team positions the

ministry to respond to the responsive with “precision harvesting”

• Process of filtering also Works in Advocacy

Creating Interest1-4

Participation5-7

Involved8-10

Response Filter

MoreInfo.

LessInfo.

Adaptive Strategy!Paul’s Strategy in

Acts 17:16-34• Seek to Know the

Needs of the People• Research as Much as You

Can• Find the Unique

opportunities within the context of the people you serve

• Adopt the position that will give the best hearing.

Known UnknownOkay, what would be the best way to communicate the message here?

Known Unknown

“Take a Number Buddy!”

I Proclaim a New

Unknown Idea!

Known Unknown

“Yawn...Been there Done that!”

I Proclaim a Known Old

Known Unknown

“You? The ‘Babbler’… Yeah, Right!”

I Proclaim What you

are Now Talking

about!The Newest

Ideas!

Known Unknown

“Hmmm? You are Bringing Strange things to Our Ears, and We Want to Know What They

Mean…”

What You Worship asSomething Unknown

I am Going to Proclaim to

DevelopThe

Message

DeliverThe Message

Relationship

Media Processing Tool

owLearn

Relationship

owLearn

Relationship

RelationshipDevelop

The Message

DeliverThe Message

Relationship

Know the People

Mission Media planning can be like golf…

You have to “play it where it lays”

That means you will have to take into

account your team’s particular situation.

Questions to Ask for Knowing the People

• Who are these people really?

• Where and how do they live?

• What do they read, listen to, and watch?

• How can they be reached effectively?

The Value of Research

• Not “Unspiritual”• Moses sent out spies

(Numbers 13:1-2, 17-20)

• Jesus with Samaritan Woman (John 4)

• Paul (Acts 17, Col. 4:5)

The bottom line is your team will need to get know the people you want to reach

through some means…

Whatever you call it, it’s still Research

How do you Get Good Research?

• Define the Problem you want to understand.

• Plan the Research Limits• Select a sample• Collect Data• Analyze the information• Draw Conclusions and

report findings• Follow-up (Use the

information in your planning)

Ways to Do Research

• Site Visits• Existing

Research• Important

Information• Surveys• Focus Groups

Learn Their Needs

Negative Motives• Remove a Problem• Avoid a Problem• Mixture of Both• Dissatisfaction• Depletion

Needs are what motivate people to act!

Positive Motives• Gratify Senses• Intellectual

Stimulation• Social Approval

It’s hard to imagine anyone acting apart from some need.

What do People Want?• What Clearly benefits

them Most• What Doesn’t Clash

with Who they See themselves to be

• What is easy to Understand, or takes the least effort to learn

• What they Can try with the least Amount of Risk

• What Others Want!Phil. 2:13

Strong Needs

• Spiritual Survival• Personal

Orientation– As a Individual– In Reference to Place– In Reference to Time– Personal Circumstance– Social Adaptation

• Play• Physical Needs

Emotions are Strongly tied to

Needs and Decision-MakingThe part of the Brain that controls Emotions

is “hot-wired” to your body! Causing you to react to emotional Stimulation thousands of times faster than to rational stimulation.

Feelings

Sad Mad Scared Joyful Powerful PeacefulGuilty Critical Rejected Excited Respected ContentAshamed Hateful Confused Energetic Proud ThoughtfulDepressed Rage Helpless Playful Appreciated IntimateLonely Angry Submissive Creative Hopeful LovingBored Hostile Insecure Aware Important TrustingSleepy Hurt Anxious Sexy Faithful NurturingBashful Skeptical Bewildered Daring Cheerful PensiveStupid Irritated Discouraged Fascinating Satisfied RelaxedMiserable Furious Insignificant Stimulating Valuable ResponsiveInadequate Frustrated Weak Amused Worthwhile SereneApathetic Selfish Embarrassed Extravagant Intelligent SentimentalInferior Jealous Foolish Delightful Confident Thankful

You can find all these feelings in the

Bible!

Feelings Most Used by Marketers

Feelings Most Used in Evangelism

Behold!

I Bring You Good News of Great Joy for today a Savior is Born the prince of

Most People Need to be Influenced By Others to Change

People

Adapted from “Creating Demand” by Rick Ott

Direction of Influence!

People Don’t Want

“More Information!”

•Facts Don’t Excite People•Unless they are the Facts they Want•People Connect More Emotionally

•Stories•Relationships•Feelings•Art & Music•News that relates to them

So Why Do We Load Down People with the Facts about Missions?And give the Facts of the Gospel?

Link Your Message to the Solution

Evaluate the People’s Needs

• What are the People’s Strongest Needs?

• How can your team help give them what they “want” without compromising the message?

• Can the message be conveyed with emotion?

• Who among the people could help influence others?

DevelopThe

Message

DeliverThe Message

Relationship

•Product•Price

•Place •Promotion

Factors in Linking to Needs

Assess the Viability of the Message

•Strengths•Weaknesses•Opportunities

•ThreatsMedia Process

Match the Media to the People

Blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

StatsRBI 222PDQ 421

NPR 7890Salary 4.5 M

Gus Slugger

Blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

Some Like the Pictures

Some Like to keep The stats!

Some are just into it for the Gum!

Missions Communication is a little like collecting Baseball Cards…

Profile the Audience Do you want to target a segmentof the people?

Decide on when and how often to reach

them Time of day, month or year?

Select Appropriate Media

Which will deliver the message to the people?

Calculate Cost Budget issues to be resolved?

Ensure Systems are in Place for Follow-up

Train and Organize

Types of MediaMedia Type Pros Usage Cons Ways to

RespondOutdoor/Transit Larger than

life, Targeted

Good for major

Events, back

up other ads,

Create Buzz

Limited

information

Phone call,

Write in, Web,

Newspapers Local Mass

Market.

Immediate

Release

Deadlines,

Limited

Coverage,

Clutter,

Expensive

Phone call,

Write in, Web,

Email, Mail in

Coupon

Magazines Targeted

Audiences

Credibility

Long Lead

time, Delayed

Reach, Cost,

Clutter

Phone call,

Write in, Web,

Email, Mail in

Coupon

Brochure/Newsletter Audience size

varies

Handout or

No Updates,

Clutter, Costly

Printed contact

Media Type Pros Usage Cons Ways to

RespondTelevision High impact

sight, sounds,

Audiences, for

Spots,

Specials,

Programs

Inflexible time

Phone call,

Write in, Web,

Radio Flexible Mass

Coverage, Can

be targeted

Spots,

Programs,

Special

Programs

Sound Only,

Cost, Clutter,

Limited

Program times

Phone call,

Write in, Web,

Video Audience size

varies Sights

and Sounds

Limited

minutes

Expensive Usually

impassive

response to

showing's)

Website Individualized Interactive,

Fast updates,

Consuming

E-mail gives

immediate

feedback and

response

Slide Show Mass

Audience and

Projector

Portability

Presentations

Stereotyped

experience

Usually

impassive, but

interaction is

possible

Media Type Pros Usage Cons Ways to

RespondDirect Mail Highly

targeted,

measurable,

Good for Follow-

up and

Widespread

Sowing

Costly, time

consuming,

technical

Direct response

through mail,

phone,

website, email

E-mail Personalized

mass mailings

Fast contact,

Can be Daily if

needed

Clutter of other

Requires

personal

response

Types of Media

OralCommunicator

Illiterate

OralCommunicator

FunctionalIlliterate

Oral/Print???Communicator

Semi-Literate

PrintCommunicator

Literate

PrintCommunicator

HighlyLiterate

EXPOSITION

EXPOSITION IN THESTORY

IN THESTORY

IN THE DIALOGUE

IN THEDIALOGUE

A LITTLE

EXPOSITION

MODERATE

EXPOSITION

as MUCH

EXPOSITION

as desired

NO STORY

STORIESplus asMUCH

EXPOSITIONas desired

EXPOSITION

1601205025 800

EXPOSITION

ORALITYSCALE

Orality and Media

Media Mapping Helps you identify some of the key elements of your UPG’s media context, the products available to you, how they might be used, and what your overall media strategy looks like in relation to the decision-making process

Make a Media Map:

1. Compile a simple audience profile

2. Conduct a media preferences survey

3. Conduct a product survey 4. Evaluate media 5. Map the media6. Continuously monitor and revise

Take an inventory of the available media for your people!

Response Level

TV Newspaper

Tracts/Flyers/Direct mail

Books Transit Ads

Audio tapes

Video Web

1 Aware x x x x x x2 Contact x x x3 Surfer x x x x x x x4 Learner x x x x5 Considering

x x x x x x

6 Participate x7 Relating x x x8 Joining x x x x9 Adapting x x x10 Teach x x x x x x

Response Level

TV Newspaper

Books Transit Ads

Audio tapes

Video Web

x x x x x x

Create Interest

Response Level

TV Newspaper

Books Transit Ads

Audio tapes

Video Web

x x x x x x

Participation

Response Level

TV Newspaper

Books Transit Ads

Audio tapes

Video Web

x x x x x x

Involvement

Issues• Appropriateness• Reproducibility• Subsidy• Contextualizatio

n• Access

Share the Good News

bjectives

trategy

ctions

General

Details

•What do you hope to achieve with your media?•Whom do you want to reach?•How often will you need to reach the people to get the message across?

Classics in Promotion Strategy

• Pull• Push• Constant• Blitz• Momentum• EKG• Pike’s Peak• Cycles

Push and Pull

Response using “Their” Channels

Response through “Your” Channels

Paul in Athens

“Come and Hear”

Constant

Momentum

Pike’s Peak

Cycles

Close the Loop

Develop the messageDeliv

• Follow-up• Feedback• Evaluation

Close the Loop

eLearn

Relationship

Surprisingly Simple Media Process

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