Date post: | 25-Jun-2015 |
Category: |
Career |
Upload: | mark-haviland |
View: | 254 times |
Download: | 0 times |
I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Air Combat Command Public Affairs
1
Presented by:
MSgt Mark Haviland
Manager, Operations
Media Convergence & the PA – MM merger
2I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Overview
A little media history The traditional outlook ’80s media convergence New outlook Media convergence Convergence – How? Examples
3I n t e g r i t y - S e r v i c e - E x c e l l e n c e
A little media history
4I n t e g r i t y - S e r v i c e - E x c e l l e n c e
A little media history
American Media Highlights
1534: First press
1690: First Newspaper
1741: First magazines
1860s: Harper’s “artists”
1880: First newspaper photo
1911: Newsreels begin
1930: First network news
1939: FM radio station in NJ
1932: Kodak introduces 8mm film
1949: First CATV company
1963: TV News expands to 30 min
5I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Traditional Outlook
“TV is the appetizer. Newspapers are the main course. Internet is the dessert.”
— Michelle Bearden
Tampa Tribune
6I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Traditional Outlook
Radio: “Theater of the mind” News uses voices & sounds to create moods. Little original coverage.
Video: Most easily understood elements of news. Short bites.
Magazines: In-depth, niche coverage.
Newspapers: Capable of timely and in-depth coverage.
Photo/graphics: Dependent on other media for delivery.
Independent paths …
7I n t e g r i t y - S e r v i c e - E x c e l l e n c e
1980 Ted Turner launches Cable News Network.
1981 Music television ushers in a new era a “converged media” by blending music and images. Almost all aspects of popular culture influenced. Video did kill the radio star.
1982 CNN introduces 24-hour news cycle with Headline News.
1982 USA TODAY introduces color, large images, infographics, packaging and local news. Daily sales hit 1.3 million by 1983.
‘80s Media Convergence
8I n t e g r i t y - S e r v i c e - E x c e l l e n c e
‘80s Media Convergence
1982 Personal computer named “person of the year” by TIME magazine.
9I n t e g r i t y - S e r v i c e - E x c e l l e n c e
New Outlook
“The public increasingly wants to access quality news and information at any time through any and all media that are convenient or appealing to them.”
— Missouri School of Journalism
10I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Media Convergence
Communications Theory: Technologies blend to the point that old communications devices are replaced by a single communications medium/device.
Business Convergence: Media organizations venture into nontraditional areas and cross-produce/promote products
Execution: Media convergence really refers to the merging of capabilities of each individual medium.
11I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Media Convergence
Communications Theory: Technologies blend to the point that old communications devices are replaced by a single communications medium/device.
Business Convergence: Media organizations venture into nontraditional areas and cross-produce/promote products
Execution: Media convergence really refers to the merging of capabilities of each individual medium.
12I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Media Convergence
Execution: Media convergenceReally refers to the merging of eachmedium’s individual capabilities to…
Provide trusted counsel to leaders Build, maintain, and strengthen Airman
morale and readiness Enhance public trust and support Achieve global influence and deterrence.
13I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Media Convergence
Convergence is NOT about being an expert in everything
Convergence IS about the way we THINK
14I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Convergence – How?
Operations Kill Chain Find, Fix, Track, Target, Engage, Assess
Public Affairs Communications Kill Chain FIND
Identify communication need, desired effect FIX
Identify audiences, messages TRACK
Adjust messages/audiences as more info becomes available
TARGET Identify appropriate weapon system(s)
(media formats) ENGAGE
With single/multiple formats to achieve desired effect
ASSESS Fight for feedback, measure effect
15I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Convergence – How?
Multimedia Internal Info Civic Outreach Media Relations
Public Affairs Operations
PA Operations – structurally and conceptually – is about coordinated, targeted, communications, regardless of the medium used to reach the audience(s).
16I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Convergence – How?
The Convergence Continuum
Cross Promotion
Cloning CoopetitionProject Sharing
TrueConvergence
True Convergence: features a single, shared assignment/editor’s desk and the story is developed by team members who use the strengths of each medium to best tell the story – through a layered approach – to the targeted audience(s).
17I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Convergence – How?
Planning=coordinated use of comms “weapons systems” Web, print, video, radio, F2F, e-mail, papers, civilian media, etc.
Eliminate “tribal representative” mentality Integrated planning & execution Right of “refusal” Conduct cross-platform training
Establish shared standards of quality Coordinate production cycles Eliminate internal-external disconnect
All communications have potential to reach all audiences Exploit strengths/minimize weaknesses
18I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Convergence – How?
Communication vision Shared goals Defined roles Process integration Leadership Training Best Practices Suggestions Teamwork Communication …
19I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Examples
20I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Examples
21I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Examples
22I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Examples
23I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Examples
• Fast Facts• Infographics• Checklists• Diagrams• Polls• Quizzes• Surveys/Polls• Charts/Graphs• Lists
24I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Examples
25I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Parting Shots
We are experiencing
fundamental changes in
storytelling. While we won’t be
equally adept at all storytelling
styles and skills, we can be
effective contributors to a team
that understands and takes
advantage of changes in
the media landscape ...
26I n t e g r i t y - S e r v i c e - E x c e l l e n c e
Questions?
SA
F/P
A
AR
CH
IVE
PO
LIC
E