Simple Blueprint To Occupy the Media Mountain

The mountain of media is currently occupied almost entirely by evil forces. Because we have never recognized the value of taking media outlets for the kingdom, they have become major tools of the enemy that we must rend out of his hands. He has lived almost unopposed on this mountain, and he has taken full advantage of its influence. 
Quoted by Pastor Johnny Enlow, Author of the Seven Mountain Prophecy. 

• Why develop a Media Strategic plan
  Ministries should develop a media strategic plan for the same reason that they should develop a business plan. It is the guiding document for the ministries’ short and long-term approach toward using media for its ministry needs, and to determine how media can meet its customers’ needs. Without a strategic plan, it becomes too easy to get caught up in the latest technology trend. Limited resources constrain the implementation of every media tool that appears. While individuals may be able to follow the trends, ministries should develop their brand and presence on viable platforms.

What elements should be in the strategic plan? 

A basic ministry strategic plan should contain the following: 

• Ministry background – provides the reader with context and understanding of the ministry’s history, its mission and values, and organizational structure.
• Methodology – a brief section should be reserved for describing the methodology the ministry took to develop the plan. Were stakeholders involved? Who managed the project? How were decisions made?
• Purpose and Goal of Media – Similar to the ministry’s mission, vision, and values, the strategic plan should include a clear and concise set of goals and outcomes desired.
• Prioritized list of media initiatives – This section deserves its own post. Until then, the list of social media initiatives is simply a set of subprojects that the ministry wishes to roll out. For example, an initiative can develop a presence on Facebook to connect with potential members. From that list, the social media planning steering committee should prioritize and rank the list in order of importance. Prioritizing the list ensures that resources are dedicated to the highest value items.
• Actionable implementation plan – Each initiative should have a high-level implementation plan, including a brief description what is the initiative, timeframe for rolling out, resources required, and dependencies.
• Performance metrics – To ensure that the initiatives are providing value to the ministry and its members, a set of measurable performance metrics should be developed, agreed-upon, and tracked. For example, a measurable metric can be the number of recruitments referred by the Facebook page. A product company may wish to track traffic referred by Twitter leading to a sales conversion.
• Roles and responsibilities – The stakeholders and project team should have their roles and responsibilities clearly defined to ensure that everyone knows their purpose in the project.
• Note: A social media strategic plan is no different than any other strategic plan, whether it be an organizational strategic plan, IT strategic plan, etc.

How to implement the strategic plan? 

• Strategic media planning concerns strategically outlining the extent to which an organization and/or an individual can get the greatest reach and the maximum response for services, products or programs offered.
• Strategic media planning can involve chalking out some short-term objectives or long- term campaigns, or even a combination of the two.
• Generally, the market segments most appropriate for delivering the message of the organization/individual is first identified.
• Subsequently, a detailed analysis is done to determine specifically who the target groups are, where these focused groups are located, and the opportune moment when they should be approached with the message.
  The most important analysis concerns identifying which media will be the most effective in delivering the address. Also, it is to be determined which is the most cost-effective media in reaching the targeted groups--television, radio, print or something else (say, cyber media). This constitutes the base on which the rest of the strategic media planning is worked out.
  First, get to know the target. This knowledge is then utilized to bring focus on the target group via the appropriate media vehicle from an extensive media range (which they frequently offer). The organization's budget and other objectives are also taken into account, and finally the maximum mileage is provided based on these constraints.


• Of vital importance are:
• 1. Detection of the target group or target audience.
  2. Being able to judge correctly the extent of delivery of message to the target group.
  3. Finally, approaching the group via the right media to deliver the message, in order to maximum mileage for the organization.
  Strategic Planning provides detailed information about strategic planning, non-profit strategic planning, strategic business planning, strategic media planning and more. 

Excerpts Taken from the Seven Mountain Manual of ATKOG
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