Presented by: MSgt Mark Haviland Manager, Operations Media Convergence  & the PA – MM merger
Overview <ul><ul><li>A little media history </li></ul></ul><ul><ul><li>The traditional outlook </li></ul></ul><ul><ul><li>...
A little media history
A little media history American Media Highlights 1534:  First press 1690:  First Newspaper 1741:  First magazines 1860s:  ...
Traditional Outlook <ul><li>“ TV is the appetizer. Newspapers are the main course. Internet is the dessert.” </li></ul><ul...
Traditional Outlook <ul><li>Radio:  “Theater of the mind” News uses voices & sounds to create moods. Little original cover...
‘80s Media Convergence <ul><li>1980  Ted Turner launches Cable News Network. </li></ul><ul><li>1981  Music television ushe...
‘80s Media Convergence <ul><li>1982  Personal computer named “person of the year” by TIME magazine.  </li></ul>
New Outlook <ul><li>“ The public increasingly wants to access quality news and information at any time through  any and al...
Media Convergence <ul><li>Communications Theory:  Technologies blend to the point that old communications devices are repl...
Media Convergence <ul><li>Communications Theory: Technologies blend to the point that old communications devices are repla...
Media Convergence <ul><li>Execution:   Media convergence </li></ul><ul><li>Really refers to the merging of each </li></ul>...
Media Convergence <ul><li>Convergence is  NOT  about being an expert in everything </li></ul><ul><li>Convergence  IS  abou...
Convergence – How? <ul><li>Operations Kill Chain </li></ul><ul><li>Find, Fix, Track, Target, Engage, Assess </li></ul><ul>...
Convergence – How? Multimedia Internal Info Civic Outreach Media Relations Public Affairs  Operations PA Operations – stru...
Convergence – How? The Convergence Continuum Cross  Promotion Cloning Coopetition Project  Sharing True Convergence True C...
Convergence – How? <ul><li>Planning=coordinated use of comms “weapons systems”  </li></ul><ul><ul><li>Web, print, video, r...
Convergence – How? <ul><li>Communication vision </li></ul><ul><li>Shared goals </li></ul><ul><li>Defined roles </li></ul><...
Examples
Examples
Examples
Examples
Examples <ul><li>Fast Facts </li></ul><ul><li>Infographics </li></ul><ul><li>Checklists </li></ul><ul><li>Diagrams </li></...
Examples
Parting Shots <ul><li>We are experiencing  </li></ul><ul><li>fundamental changes in </li></ul><ul><li>storytelling. While ...
Questions? SAF/PA ARCHIVE POLICE
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Convergence final1

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Convergence final1

  1. 1. Presented by: MSgt Mark Haviland Manager, Operations Media Convergence & the PA – MM merger
  2. 2. Overview <ul><ul><li>A little media history </li></ul></ul><ul><ul><li>The traditional outlook </li></ul></ul><ul><ul><li>’ 80s media convergence </li></ul></ul><ul><ul><li>New outlook </li></ul></ul><ul><ul><li>Media convergence </li></ul></ul><ul><ul><li>Convergence – How? </li></ul></ul><ul><ul><li>Examples </li></ul></ul>
  3. 3. A little media history
  4. 4. 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
  5. 5. Traditional Outlook <ul><li>“ TV is the appetizer. Newspapers are the main course. Internet is the dessert.” </li></ul><ul><li>— Michelle Bearden </li></ul><ul><li>Tampa Tribune </li></ul>
  6. 6. Traditional Outlook <ul><li>Radio: “Theater of the mind” News uses voices & sounds to create moods. Little original coverage. </li></ul><ul><li>Video : Most easily understood elements of news. Short bites. </li></ul><ul><li>Magazines: In-depth, niche coverage. </li></ul><ul><li>Newspapers: Capable of timely and in-depth coverage. </li></ul><ul><li>Photo/graphics: Dependent on other media for delivery. </li></ul>Independent paths …
  7. 7. ‘80s Media Convergence <ul><li>1980 Ted Turner launches Cable News Network. </li></ul><ul><li>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. </li></ul><ul><li>1982 CNN introduces 24-hour news cycle with Headline News. </li></ul><ul><li>1982 USA TODAY introduces color, large images, infographics, packaging and local news. Daily sales hit 1.3 million by 1983. </li></ul>
  8. 8. ‘80s Media Convergence <ul><li>1982 Personal computer named “person of the year” by TIME magazine. </li></ul>
  9. 9. New Outlook <ul><li>“ 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.” </li></ul><ul><li>— Missouri School of Journalism </li></ul>
  10. 10. Media Convergence <ul><li>Communications Theory: Technologies blend to the point that old communications devices are replaced by a single communications medium/device. </li></ul><ul><li>Business Convergence: Media organizations venture into nontraditional areas and cross-produce/promote products </li></ul><ul><li>Execution: Media convergence really refers to the merging of capabilities of each individual medium. </li></ul>
  11. 11. Media Convergence <ul><li>Communications Theory: Technologies blend to the point that old communications devices are replaced by a single communications medium/device. </li></ul><ul><li>Business Convergence: Media organizations venture into nontraditional areas and cross-produce/promote products </li></ul><ul><li>Execution: Media convergence really refers to the merging of capabilities of each individual medium. </li></ul>
  12. 12. Media Convergence <ul><li>Execution: Media convergence </li></ul><ul><li>Really refers to the merging of each </li></ul><ul><li>medium’s individual capabilities to </li></ul><ul><li>… </li></ul><ul><li>Provide trusted counsel to leaders </li></ul><ul><li>Build, maintain, and strengthen Airman morale and readiness </li></ul><ul><li>Enhance public trust and support </li></ul><ul><li>Achieve global influence and deterrence. </li></ul>
  13. 13. Media Convergence <ul><li>Convergence is NOT about being an expert in everything </li></ul><ul><li>Convergence IS about the way we THINK </li></ul>
  14. 14. Convergence – How? <ul><li>Operations Kill Chain </li></ul><ul><li>Find, Fix, Track, Target, Engage, Assess </li></ul><ul><li>Public Affairs Communications Kill Chain </li></ul><ul><ul><li>FIND </li></ul></ul><ul><ul><ul><li>Identify communication need, desired effect </li></ul></ul></ul><ul><ul><li>FIX </li></ul></ul><ul><ul><ul><li>Identify audiences, messages </li></ul></ul></ul><ul><ul><li>TRACK </li></ul></ul><ul><ul><ul><li>Adjust messages/audiences as more info becomes available </li></ul></ul></ul><ul><ul><li>TARGET </li></ul></ul><ul><ul><ul><li>Identify appropriate weapon system(s) (media formats) </li></ul></ul></ul><ul><ul><li>ENGAGE </li></ul></ul><ul><ul><ul><li>With single/multiple formats to achieve desired effect </li></ul></ul></ul><ul><ul><li>ASSESS </li></ul></ul><ul><ul><ul><li>Fight for feedback, measure effect </li></ul></ul></ul>
  15. 15. 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).
  16. 16. Convergence – How? The Convergence Continuum Cross Promotion Cloning Coopetition Project Sharing True Convergence 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).
  17. 17. Convergence – How? <ul><li>Planning=coordinated use of comms “weapons systems” </li></ul><ul><ul><li>Web, print, video, radio, F2F, e-mail, papers, civilian media, etc. </li></ul></ul><ul><li>Eliminate “tribal representative” mentality </li></ul><ul><ul><li>Integrated planning & execution </li></ul></ul><ul><ul><li>Right of “refusal” </li></ul></ul><ul><ul><li>Conduct cross-platform training </li></ul></ul><ul><li>Establish shared standards of quality </li></ul><ul><li>Coordinate production cycles </li></ul><ul><li>Eliminate internal-external disconnect </li></ul><ul><ul><li>All communications have potential to reach all audiences </li></ul></ul><ul><li>Exploit strengths/minimize weaknesses </li></ul>
  18. 18. Convergence – How? <ul><li>Communication vision </li></ul><ul><li>Shared goals </li></ul><ul><li>Defined roles </li></ul><ul><li>Process integration </li></ul><ul><li>Leadership </li></ul><ul><li>Training </li></ul><ul><li>Best Practices </li></ul><ul><li>Suggestions </li></ul><ul><li>Teamwork </li></ul><ul><li>Communication … </li></ul>
  19. 19. Examples
  20. 20. Examples
  21. 21. Examples
  22. 22. Examples
  23. 23. Examples <ul><li>Fast Facts </li></ul><ul><li>Infographics </li></ul><ul><li>Checklists </li></ul><ul><li>Diagrams </li></ul><ul><li>Polls </li></ul><ul><li>Quizzes </li></ul><ul><li>Surveys/Polls </li></ul><ul><li>Charts/Graphs </li></ul><ul><li>Lists </li></ul>
  24. 24. Examples
  25. 25. Parting Shots <ul><li>We are experiencing </li></ul><ul><li>fundamental changes in </li></ul><ul><li>storytelling. While we won’t be </li></ul><ul><li>equally adept at all storytelling </li></ul><ul><li>styles and skills, we can be </li></ul><ul><li>effective contributors to a team </li></ul><ul><li>that understands and takes </li></ul><ul><li>advantage of changes in </li></ul><ul><li>the media landscape ... </li></ul>
  26. 26. Questions? SAF/PA ARCHIVE POLICE

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