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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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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!
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 • 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: Trust me I know what I am doing! Danger: We are Tempted to think we are Media Savvy!
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? 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 • Behavior Oriented not Product Oriented • Life Changing Decisions • Health Decisions • Political Action • Environment • Even Matters of Faith! Marketing is Communication Strategy
You Can’t Market God! Marketing is Beneath the Dignity of the Message, my Son! We Are Only Persuading Men as Paul Did, Master!
You Can’t Market God! Ahh..the Student has become the Master! Tonight. I walk the rice paper without tearing it!
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!
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 Receiver Sender Feedback Noise 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 education Cautions: • Must be needed • Must be “on time” • Must not be “too much”
10 Knowledge 1. Neg. Pos. Attitude Christian Media in Action
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
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 • Getting Attention • Inviting Response • Building Fellowship =
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!
Filtering For the Responsive Filtering Mechanisms Abundant Sowing 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
Less Info. More Info. Creating Interest 1-4 Response Filter Participation 5-7 Response Filter Involved 8-10
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.
New Okay, what would be the best way to communicate the message here? Unknown Known Old
New I Proclaim a New Unknown Idea! Unknown Known “Take a Number Buddy!” Old
New “Yawn...Been there Done that!” Unknown Known I Proclaim a Known Old Idea! Old
New I Proclaim What you are Now Talking about! The Newest Ideas! Unknown Known “You? The ‘Babbler’… Yeah, Right!” Old
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
Develop The Message Deliver The Message Relationship Media Processing Tool
Learn Know Link
Learn Relationship Know Link
Learn Match Relationship Close Know Link Share
Develop The Message Deliver The Message Relationship
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 • 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” • 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? • 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
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 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-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.
