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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?

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slide1

Surprisingly Simple

Media Process

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

to use media effectively you need a strategy
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!

slide3

Relationship

Know the People

Learn their Needs

Link the Message to a Solution

Match the Medium to the People

Share the Good News

Close the Loop

People Group Segment

SC

Develop the Message

  • Research
  • Church Growth &
  • Missiological Research
  • Worldview
  • People Profile

Endvision

Deliver the Message

Multi-Year Plan

Action Plans

CPM

media process seminar
Media Process Seminar
  • Use and Limitations of Media
  • Filtering for the Responsive
  • Media Process
slide5

What is Media?

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

Media are: “All the Means of Communication”

slide6

Most of us have Grown up Using Media:

Trust me I know what I am doing!

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

slide7

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

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
marketing
Marketing?

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

To Buy Things

Missionaries persuade people

about who, what, where,

when and why to…

To Believe!

social marketing
Social Marketing
  • Behavior Oriented not Product Oriented
  • Life Changing Decisions
    • Health Decisions
    • Political Action
    • Environment
  • Even Matters of Faith!

Marketing is Communication Strategy

slide10

You Can’t Market God!

Marketing is Beneath the Dignity of the Message, my Son!

We Are Only Persuading Men

as Paul Did, Master!

slide11

You Can’t Market God!

Ahh..the Student has become the Master!

Tonight. I walk the rice paper without tearing it!

slide12

God’s Role

Man’s Role

Where is God in All of This?

  • Draws People
  • Reveals Himself
  • Convicts
  • Converts
  • Proclaim Good News
  • Persuade
  • Follow-up
  • Fellowship

We “Persuade” Behaviors!

slide13

How Big is the Vision God has Given You?

When Do You Need the Media Process?

Don’t Need

  • Just for Personal Evangelism

Do Need

  • Reach Larger Audience than You can Reach Alone

Wide Spread Sowing!

basic communication
Basic Communication

Receiver

Sender

Feedback

Noise

Media Planning Helps

Maximize Effective Communication

media impact attitudes
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
Media Impact Knowledge
  • Great tool for increasing knowledge.
  • Can contain huge amounts of information
  • Ideal for education

Cautions:

    • Must be needed
    • Must be “on time”
    • Must not be “too much”
slide17

10

Knowledge

1.

Neg.

Pos.

Attitude

Christian Media in Action

slide18

10. Ready to Teach

9. Adapting to Being a Member

8. Joining

7. Forming Relationships

6. Limited Participation

5. Willingness to Consider Joining

4. Beginning to Learn

3. Surfing Information

2. Initial Contact and Impressions

1. Initial Awareness

Specific Media

Emotional Attachment, Commitment, Need for Information, Loyalty

Next

General Media

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

What Happens when People Respond?
stages of the exchange relationship
Stages of the Exchange-Relationship
  • Getting Attention
  • Inviting Response
  • Building Fellowship

=

understand reach and frequency
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
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!
filtering for the responsive

Filtering For the Responsive

Filtering Mechanisms

Abundant Sowing

Precision Harvesting

a filtering model
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
slide27

Less

Info.

More

Info.

Creating Interest

1-4

Response Filter

Participation

5-7

Response Filter

Involved

8-10

adaptive strategy
Adaptive Strategy!

Paul’s Strategy in Acts 17:16-34

  • Seek to Knowthe 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.
slide29

New

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

Unknown

Known

Old

slide30

New

I Proclaim a New Unknown Idea!

Unknown

Known

“Take a Number Buddy!”

Old

slide31

New

“Yawn...Been there Done that!”

Unknown

Known

I Proclaim a Known Old Idea!

Old

slide32

New

I Proclaim What you are

Now Talking about!

The Newest Ideas!

Unknown

Known

“You? The ‘Babbler’… Yeah, Right!”

Old

slide33

New

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

Unknown

Known

What You Worship as

Something Unknown

I am Going to Proclaim to You

Old

slide34

Develop

The

Message

Deliver

The Message

Relationship

Media Processing Tool

slide35

Learn

Know

Link

slide36

Learn

Relationship

Know

Link

slide37

Learn

Match

Relationship

Close

Know

Link

Share

slide38

Develop

The

Message

Deliver

The Message

Relationship

slide40

Mission Media planning can be like golf…

That means you will have to take into account your team’s particular situation.

You have to “play it where it lays”

questions to ask for knowing the people
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
The Value of Research
  • Not “Unspiritual”
  • Mosessent out spies (Numbers 13:1-2, 17-20)
  • Jesuswith 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
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
Ways to Do Research
  • Site Visits
  • Existing Research
  • Important Information
  • Surveys
  • Focus Groups
needs are what motivate people to act
Negative Motives

Remove a Problem

Avoid a Problem

Mixture of Both

Dissatisfaction

Depletion

Positive Motives

Gratify Senses

Intellectual Stimulation

Social Approval

Needs are what motivate people to act!

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

what do people want
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
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 making
Emotions are Strongly tied to Needs and Decision-Making

The 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.

most people need to be influenced by others to change
Most People Need to be Influenced By Others to Change

Number of People

Time

Adapted from “Creating Demand” by Rick Ott

people don t want

People Don’t Want

  • 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

“More Information!”

So Why Do We Load Down People with the Facts about Missions?

And give the Facts of the Gospel?

evaluate the people s needs
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?
slide59

Factors in Linking to Needs

Develop

The

Message

Deliver

The Message

Relationship

  • Product
  • Price
  • Place
  • Promotion
assess the viability of the message

Media Process

Assess the Viability of the Message
  • Strengths
  • Weaknesses
  • Opportunities
  • Threats

next

slide62

Gus Slugger

Big League

Gus Slugger

Big League

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

Stats

RBI 222

PDQ 421

NPR 7890

Salary 4.5 M

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

Missions Communication is a little like collecting Baseball Cards…

Some Like to keep The stats!

Some Like the Pictures

Some are just into it for the Gum!

slide63

Profile the Audience

Do you want to target a segment

of the people?

Decide on when

and how often to reach

them

Time of day, month or year?

Which will deliver

the message to the people?

Select Appropriate

Media

Budget issues to be resolved?

Calculate Cost

Train and Organize

Ensure Systems

are in Place for Follow-up

make a media map
Make a Media Map:

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

  • Compile a simple audience profile
  • Conduct a media preferences survey
  • Conduct a product survey
  • Evaluate media
  • Map the media
  • Continuously monitor and revise

Take an inventory

of the available media

for your people!

issues
Issues
  • Appropriateness
  • Reproducibility
  • Subsidy
  • Contextualization
  • Access
slide75

General

G

oals

o

bjectives

s

  • 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?

trategy

p

lans

a

ctions

Details

classics in promotion strategy
Classics in Promotion Strategy
  • Pull
  • Push
  • Constant
  • Blitz
  • Momentum
  • EKG
  • Pike’s Peak
  • Cycles
push and pull
Push and Pull

Response using “Their” Channels

Paul in Athens

Response through “Your” Channels

“Come and Hear”

slide85

Develop the message

  • Follow-up
  • Feedback
  • Evaluation

Deliver the Message

Close the Loop

slide86

Learn

Match

Relationship

Link

Share

Close

Know

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