Media Planning & Strategy

Introduction Lecture # 1

Contents
Introduction to the course Introduction to the media Introduction to Planning

Definitions
A MEDIUM is a channel of communication MEDIA are a number of channels of communication. MASS MEDIA involves channels of communication with large number of people.

Mass Media
Distance
Communication between those who send and receive messages is impersonal, lacks immediacy and is one way from producer to audience Mass Communication requires a vehicle such as television, newspaper etc. A mass medium involves simultaneous communication with many people. Mass Communication comes at a price.

Technology

Scale

Commodity

Difficulties
Some forms of communications (such as mobile phones and email) dont fit easily into traditional definition of mass media, mainly because they have the capacity to be both interpersonal communication

New Media (Crosbie 2002)

Technology
They cannot exist without the appropriate technology.

Personalization
Individualized messages can be simultaneously delivered to vast number of people.

Collective control
Each person in the network has the ability to share, shape and change the content of the information being exchanged.

Recap
Mass Media refers to channel of communication involving large number of people. Traditional media do not sit easily with development of modern technology. Control of the mass media.

Definition of Planning
Planning is when you develop and describes a vision of what you want something to be like you create GOALS and ACTION steps to achieve that vision. Planning includes:
The overall planning you do How you put your plan into action How you check on (review) your progress How you evaluate the outcomes achieved

Purpose of service planning and improvement

Planning is to create services that match what is needed a for a particular group or people or a particular area and to see what resources you need to do this. Planning
Knows what you want to achieve and how you will get there. Can monitor progress to make sure you stay on track Can involve users and the public in the network.

Why Planning
When users and the public influence how an organization:
Makes new plans for an existing service to improve, expand it and Decides how to monitor and evaluate it OR Plans a new service or project, and Works out how to monitor and evaluate it.

A Planning Model
ASSESS Where are We at now

REVIEW
Did we get there

GOALS Where do we want To go Planning, action and review cycle

Take action to go there

ACTION STEPS What do we do to get there

ACTION

INDICATORS How will we know we get there

Step 1 & 2
Assess the current situation that is the focus of the planning
What are the main issues? What is needed and why? What resources do you have to work with?

Identify what GOALS you have for the situation

What do you want to achieve? Why is this important?

Step 3 and 4
Decide what indicators will let you know that you have been successful at reaching your goal.
What would you see, hear or experience? What would other see, hear or experience?

Develop Action Steps

What are the smaller action to take that combined together get you to the goal?

Step 5 and 6
Start putting these steps into action
These steps will involve many people

Review your progress along the way to check you are on the right track
Ask people opinion on how it is going? Often a formal review happens where the service or someone else evaluates if the plan was carried out well.

Continue.
NOT AN END BUT A BEGINNING