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Convergence final1
 

Convergence final1

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    Convergence final1 Convergence final1 Presentation Transcript

    • Presented by: MSgt Mark Haviland Manager, Operations Media Convergence & the PA – MM merger
    • Overview
        • A little media history
        • The traditional outlook
        • ’ 80s media convergence
        • New outlook
        • Media convergence
        • Convergence – How?
        • Examples
    • A little media history
    • 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
    • Traditional Outlook
      • “ TV is the appetizer. Newspapers are the main course. Internet is the dessert.”
      • — Michelle Bearden
      • Tampa Tribune
    • 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 …
    • ‘80s Media Convergence
      • 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
      • 1982 Personal computer named “person of the year” by TIME magazine.
    • 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
    • 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.
    • 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.
    • Media Convergence
      • Execution: Media convergence
      • Really refers to the merging of each
      • medium’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.
    • Media Convergence
      • Convergence is NOT about being an expert in everything
      • Convergence IS about the way we THINK
    • 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
    • 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).
    • 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).
    • 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
    • Convergence – How?
      • Communication vision
      • Shared goals
      • Defined roles
      • Process integration
      • Leadership
      • Training
      • Best Practices
      • Suggestions
      • Teamwork
      • Communication …
    • Examples
    • Examples
    • Examples
    • Examples
    • Examples
      • Fast Facts
      • Infographics
      • Checklists
      • Diagrams
      • Polls
      • Quizzes
      • Surveys/Polls
      • Charts/Graphs
      • Lists
    • Examples
    • 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 ...
    • Questions? SAF/PA ARCHIVE POLICE