Strategic Plannning Basics - Media Ownership education project

STRATEGIC PLANNING BASICS

The Now (What is the current situation and environment)

1. Who is doing what (regarding your issue/plan/topic)?

Well, as we all know from our course Blackboard page, Robert Mc Chesney is doing something about it, or trying to, as he travels around the country lecturing on the subject, as well as writing books and articles explaining the problem, potential solutions, and trying to get people engaged in media reform.
Even the most cursory research shows that the Concentration of Media ownership is a topic of major concern, but that’s coming from someone who is interested in the subject AND has been actively seeking out information on the subject. MediaChannel.Org, the Columbia Journalism Review and American Journalism Review, Free Press Research, MediaChannel.org, HOPEFULLY the new-and-improved FCC, and of course, the multitudes of (often struggling) independent media outlets, trying to impact the crisis in the lack of media diversity/integrity that has come about through decades of deregulation for the owners of mass media.

2. What is being done well?

Most of the sources I listed (above) and many more are investigating, compiling and publishing the ways in which the media oligopolies are putting a stranglehold on information. For just a straight-up (but extensive) guide to media ownership, my favorite is: http://www.cjr.org/resources/index.php

a. How do we know this?

This is an area that falls within our field of study, our personal interests, as well as being a subject that it is our individual responsibility (s) to remain informed about, as members of a democratic society. As a result of this class, and this project, our interest and knowledge grow even deeper with each discussion and bit of research we do.

3. What could be done better?

Creating a broader spectrum of accessibly and/or interest in the subject – again, we revisit the idea of preaching to the converted – while providing access to information is valuable, there is little effort being made to introduce these concepts to “the masses” - although the argument against the consolidation of media ownership is that “the masses” are being under-informed, under-stimulated and controlled through the media. It is a horrible catch-22.

a. How do we know this?

We know this because we took Jil Freeman’s media literacy class two terms ago; because we are interested participants in the world around us, we know this because school has taught us to be keenly honed, socially engaged critical thinking machines. We subscribe to the Columbia Journalism Review; we pay significant, ongoing attention to the work of the organizations mentioned in our answer to question #1.

4. What is not being done at all?

The mass media does not offer any critique, criticism, explanation or insight into its own messages and content. (And why should it? This is the legacy of consolidated ownership.) Since the mass media is the way to reach, inform and entertain people – and the mass media is not providing this self-condemning information – then there is a need to figure out another way to get people’s attention, to make them WANT to listen. As it is, there are a minority of people who care about something that is actually kind of important, and a majority of people who either don’t know or don’t care.

a. How do we know this?

We know that the mass media, and its profit-motivated output, is the most pervasive and effective way to reach a wide audience because of our studies, research, insight and curious natures.

5. What are the current opportunities? (Why address this issue now?)

New political climate! There was a very recent House subcommittee meeting on: A New Age for Newspapers,” discussing diversity, competition and the Internet (in relation to newspapers.) There’s a new FCC head. Then there is the alarming downside: newspapers and magazines are shutting down at an alarming rate, journalists are being fired and laid off in unprecedented numbers. Simultaneously, people may be more open to non-traditional forms of receiving information such as blogging, vlogging, social networking, street graphics (i.e., posters, stickers, graffiti, etc…) than at any time since the printing press was invented. Things are changing, rapidly, noticeably…some for the worse, potentially for the better – it is a GREAT tie to act, become involved.

6. What are the current barriers? (What is in the way? What is less than ideal?)

Current barriers are an overwhelming public apathy, indifference, and disinterest; a lack of access to a wider audience; the ever-present time and financial constraints; and, lack of an actual tangible solution.

The Objective (What do we want to do?)

1. What would help address this issue/topic/problem?

We will address the issue by conducting a public awareness campaign on the PSU campus to educate the student body about media ownership oligopolies and alternative media resource options. We will create a visual campaign to pique interest in /relevant information on the subject.

2. What do we want to accomplish to help address this problem? (Keep this simple. One sentence is best. Make it measurable.)

The objective of our project is to increase awareness of (and interest in) corporate media ownership oligopolies.

a. To Whom?

Our objective is directed at the PSU student body.

b. With Whom?

We will partner with the other media ownership group in class to give interested students a place to go to further research media ownership as well as alternative media options; we propose to collaborate with the PSU Daily Vanguard and KPSU to bring attention to our project, as well as to the larger topic, media ownership.

3. Why do we want to do this? (This is the value statement. Make your motivation transparent.)

We believe current ownership patterns in our media do not allow for the accurate representation of many issues and this affects our ability to be well-informed citizens capable of forming rational opinions.

4. Sustainability: For how long? Expiration date? How do we make sure it is still relevant?

Our project will last for the duration of the spring 2009 term, although if we see that we are making a meaningful impact, some members may be willing to continue this effort beyond the scope of the class project.

The Players (Who are the stakeholders and key actors?)

1. Who is impacted by our objective?

a. Positively?

The PSU student body will be positively impacted through increased awareness of corporate media ownership. Independent media outlets could be positively impacted as well if PSU students search for media access outside the mainstream. Finally, media reform advocacy groups could be positively impacted also through students looking for ways to get involved to change the current media ownership trends.

b. Negatively?

The corporate media owners could be negatively impacted by our project through a decline in students accessing mainstream media (or accessing it without a critical eye,) as well as students becoming more involved with media reform activities.

2. Who is not being served by this?

PSU students who are currently aware of the media ownership situation and the issues surrounding it will not be served by this project. Since we have chosen to focus on the PSU student body, anyone outside of the campus will not be directly served through our project – although we run the risk of the spread of information via word-of-mouth beyond the intended target audience for this project.

3. Whose voice will be heard? Whose agenda is being served?

We believe that our project serves as defense for the voice of our target population, the PSU students, as well as the rest of society. We promote the right to representation of underserved and marginalized populations; local communities; off-the-mainstream sources of media.

4. Cooperative partnership?

We have discussed partnering with the other media ownership group in class and utilizing their blog page as a source of information PSU students can go to for further research on the topic. If possible, we will work with campus media outlets in a spirit of cooperative mutual benefit (The Vanguard and KPSU).

The Plan (The doing part)

1. What will best serve our objective?

We need a branding strategy that is attention getting, simple, and appealing so that students will stop and read, or pick up, our campaign materials. In addition, students will want to know why this information is important to them so we need to address that in our material. We also need to offer alternative resources for information as well as list who the ‘Big 6’ are.

2. Does this meet our values and motivation?

This meets our values by educating students about the current media ownership patterns, as well as offering them resources for further media ownership research, media reform advocacy opportunities, and alternative media resources.

a. How?

Through utilizing previous research on college campuses regarding media ownership awareness we can create a campaign targeting the media outlets most accessed by college students. We will use posters, stickers, and tabling fliers as campaign materials to address specific media resource information.

3. Where are we starting?

Since we will not longer be performing a baseline survey with the PSU student body, we will be starting by reviewing previous studies done on college students and their media ownership awareness. We are in the process of filling out paperwork to become part of the Communications Student Group so we may gain access to a display case in Smith. We intend to utilize the Vanguard and KPSU to place announcements about our campaign as well. We have design concepts in process and are working on slogans. We have created a blog site to house all of our materials.

4. See POA chart for details of how to put together a plan.

5. Revisit The Players to ensure service.

The Doers (Those who do the doing part)

1. Who is our leader?

Jeron

a. Why this person?

I assume because he wanted to – also he cuts quite an impressive figure – athlete, scholar, humorist and sensitive soul, Jeron is sure to gain the trust and admiration of all who meet him.

b. What are they responsible for?

Handling status updates for the class, building consensus among team members, ensuring that all opinions are accurately and completely represented.

c. What are they not responsible for?

Holding team members accountable for their share of delegated work. The team leader is to serve as a face for the group, but all major group decisions ought to be reached by a consensus among the team members.

d. What resources do they need to lead us?

Cooperation, collective insight, and splenda.

2. Who is our support team?

Sheila, Brady and Fiona

a. Why these people?

Because we are the rest of the group.

b. What are they responsible for?

The support team is responsible for carrying out the tasks necessary to reach the objective of our project. The support team is responsible for communicating information to the leader of the project, and for clarifying any confusion about tasks assigned or direction of the project. They are also responsible for the creation and distribution of marketing materials; research and networking to reach our audience and find collaborators/assistance (i.e., academic, through student organizations, personal contacts, et al.).

c. What are they not responsible for?

The tasks accomplished by the leader.

d. What resources do they need to support the team?

Resources needed to support the team are access to the Communications Student Group, access to the PSU Vanguard community forums, access to KPSU radio, and resources to print and distribute our materials.

3. Who will monitor us?

At this point, our cooperative partnership with the other media ownership group has created an opportunity for them to help monitor our campaign. Our regular meetings with Jil will provide an opportunity for her to monitor the project as well. Most importantly (and more frequently,) we are self-monitored, individually and as a group.

a. Why these people?

We chose this group to create a cooperative partnership because they are working on a project regarding media ownership as well. While our group is doing an educational campaign on campus, their group is creating a blog listing corporate media information. It makes sense, rather than to recreate work they may have already done, to partner on our projects.

b. What are they responsible for?

Making sure their blog link is up-to-date so that we may use it as a resource for PSU students interested in doing further research. In addition, they have offered to help us blanket campus with posters and fliers during our two week campaign.

c. What are they not responsible for?

Keeping us on our timeline and creating the campaign materials.

d. What resources do they need to monitor us?

Our strategic plan and action chart have been posted in a public place so that Jil, Megan and the other media ownership group have access to our plan.

The Stuff (Resources, Needs, Capital)

1. What will we need to meet our objective? (Include non tangibles, as well!)

To meet our objective, we will have to create two surveys to distribute via the PSU e-mail system to the entire student body. We will also be creating posters and/or stickers to place around campus, as well as t-shirts (both as promotion for the campaign, as well as incentive for students to participate.)

2. What human capital do we have? (Should complete for each team member.)

Sheila
a. Skills – typing, editing, writing, interpersonal communication, listening, accounting
b. Networks – feminist community through volunteer work at WRC, and immigrant and labor communities through volunteer work at Jobs with Justice
c. Knowledge – writing press releases, SWOT analysis, writing proposals in response to RFP’s and RFQ’s, multi-tasking, organization
d. Abilities – see skills
e. Stuff – I worked for a government affair and public relations firm for 10 years and worked on a number of statewide grassroots campaigns; I have designed campaign materials; I have worked with legislators from Oregon to D.C.; and, I will track down information whenever needed.

Jeron
a. Skills – typing, editing, writing, interpersonal communication, listening, teambuilding, motivation, accounting, internet savvy, 10-key, bass guitar, Microsoft office, persuasions, sales, networking, building rapport with many kinds of people, cooking, multitasking
b. Networks – from having worked at the same place for so many years, I know someone in almost every industry, so my networks are broad and scattered.
c. Knowledge – resume writing, media analysis, interpersonal communication, personal training, nutrition, human movement science, some automotive ability, accounting, real estate, loan processing, auto detailing, muscular development, rhetoric
d. Abilities – see skills and knowledge
e. Stuff – I have worked in the fitness industry for the last 3.5 years, before that as a loan processor and office manager for a real estate branch in San Diego. Before `this, I started and ran my own auto detailing business while I was in high school. I specialized in high-end show cars and sponsored local car shows and events, ultimately having a handful of articles published on multiple websites and being featured on allexperts.com as an advice columnist.

Fiona
I am neurotically compelled to seek approval, which can serve either as a catalyst to motivate others, or else a willingness to take on whatever may be necessary to insure excellence. I function well in the ideation AND execution stages of most projects. I can be alternately bossy or cooperative, on an "as needed" basis. My writing and editing skills are above average. Through decades of labored effort, I have become a master of meeting deadlines and time management - scheduling and logistics are almost second nature.

I am a (pseudo-professional) graphic designer and screen printer, and I am eager to collaborate on the creation and production of a simple and effective visual means of making our point. As I mentioned before, I can easily make t-shirts, stickers, and posters for our project. I can provide many of the materials needed, and I am well familiarized with CHEAP ways to procure whatever else is needed. I have the sometimes grudging but unquestioning assistance from my life/business partner, should I require assistance in the production phase which my group mates are unable to provide.

I have the ear/likely cooperation of editors of the PSU Vanguard, as well as to quite a few members of local independent media outlets - record and book store owners, publishers, filmmakers, musicians and venues for live music, all of whom have a vested interest in promoting independent media as an alternative to the "Big 6," all potential avenues of distribution/networking, (if that isn't too far afield from our mission.)

What else? I regularly design posters, street fliers, newspaper ads etc. for public consumption that I can easily slip subliminal messages into. I am familiar with social networking and its possible uses. Without meaning to, I often create a conspiratorial bond with complete strangers, so outreach and persuasion may be areas in which I can succeed.

Brady
a. Skills
I can write and speak with moderate competence. I am also able to compose musical and visual pieces of varying types. I relish the opportunity to interact with people. Also, I developed the template of sarcasm from which Fiona operates. And I can spot her typos.
b. Networks
I have access to the great taste of Starbucks coffee at all times. My roommate can get us all the free lumber and PVC pipe we will ever need.
c. Knowledge
I have a basic knowledge of survey design (I think) which should be applicable here. I know the value of persistence and determination, which might also be useful.
d. Abilities
I can operate a computer, talk to people, and execute a plan of action, which are abilities that will serve us well for the next several weeks
e. Stuff
I’m sure that other facets of my dynamic personality which are not mentioned above will become prominent as I rise to the challenge of the project we have envisioned.

3. What other resources do we have to use?

We will be using prior research regarding our subject, the Daily Vanguard, and KPSU on campus. We will need the approval of SALP for our application for the display case; they also supplied us with a map of the campus and where we are able to poster without having sign-off. We will be utilizing Fiona’s graphic design and screen printing ability/equipment/skills.

a. Skills – We hope that we will be able to make use of the skills of the editors/writers at the Daily Vanguard to further promote our agenda.
b. Networks – we have potentially targeted the PSU Daily Vanguard, KPSU, the Women’s Resource Center and public bulletin boards across campus as ways to reach PSU students.
c. Knowledge – Jil Freeman and Dr.Kennamer are both being tapped as resources of knowledge and experience, particularly in the strategic planning lead-in to the campaign.
d. Stuff – we are developing numerous campaign marketing items such as t-shirts, posters, stickers, and table fliers.

The Check-ins and Accountability (Assessing meeting your objective.)

1. What does meeting our objective look like?

a. Measurable

There is not really a way to measure the effectiveness of our campaign.

b. Testable

I’m afraid that it will be very difficult to prove empirically that our work will have an impact.

c. Deadline

We will have to collect our results in the second-to-last week of class in order to present our findings.

2. How will we know when we have been successful? We will know if we have been successful by the satisfaction that our group gets by doing a job well. We all come to this subject with a passion, and our goal is to pour our passion into the campaign and hope it triggers other students on the PSU campus be become more aware media consumers.

3. What are the crucial points where we need to check-in?

a. With each other?

Each week as we meet together, more frequently on-line or by phone as needed, regularly scheduled group check in TBD.

b. With our stakeholders?

At the beginning and end of our project.

c. With our values?

At each developmental stage of the project, most likely each week of class.

4. Who can we seek outside perspective from?

a. Why this person/group?

Jil is one resource we can seek outside perspective from, as well as the other media ownership group in class.

b. How will we do this?

We will be meeting with Jil on a regular basis throughout our project and will have the opportunity to get feedback from her. With the other media ownership group, we will be utilizing the blog page they create to enhance our campaign materials, so on a weekly basis we will be touching base with them regarding perspectives on how our projects are going.

Updated on May 7, 2009
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