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Introduction to Planning

Introduction to Planning

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Published by Umair Saeed Khan
Media Planning and Strategy Lecture 1
Media Planning and Strategy Lecture 1

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Categories:Types, Research
Published by: Umair Saeed Khan on May 27, 2013
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Media Planning & Strategy

Introduction Lecture # 1

Contents  Introduction to the course  Introduction to the media  Introduction to Planning .

 MASS MEDIA involves “channels of communication” with large number of people.Definitions  A MEDIUM is a “channel of communication”  MEDIA are a number of “channels of communication”. .

Mass Communication comes at a price. A mass medium involves simultaneous communication with many people. lacks immediacy and is one way – from producer to audience Mass Communication requires a vehicle such as television. newspaper etc.  Technology   Scale   Commodity  .Mass Media  Distance  Communication between those who send and receive messages is impersonal.

Difficulties  Some forms of communications (such as mobile phones and email) don’t fit easily into traditional definition of mass media. mainly because they have the capacity to be both interpersonal communication .

 Collective control  Each person in the network has the ability to share. . shape and change the content of the information being exchanged.New Media (Crosbie – 2002)  Technology  They cannot exist without the appropriate technology.  Personalization  Individualized messages can be simultaneously delivered to vast number of people.

 Traditional media do not sit easily with development of modern technology. .Recap  Mass Media refers to channel of communication involving large number of people.  Control of the mass media.

Definition of Planning  Planning is when you develop and describes a vision of what you want something to be like – you create GOALS and ACTION steps to achieve that vision.  Planning includes:     The overall planning you do How you put your plan into action How you check on (review) your progress How you evaluate the outcomes achieved .

 Planning  Knows what you want to achieve and how you will get there.Purpose of service planning and improvement  Planning is to create services that match what is needed a for a particular group or people or a particular area and to see what resources you need to do this.  Can monitor progress to make sure you stay on track  Can involve users and the public in the network. .

Why Planning  When users and the public influence how an organization:  Makes new plans for an existing service to improve. . and  Works out how to monitor and evaluate it. expand it and  Decides how to monitor and evaluate it OR  Plans a new service or project.

A Planning Model ASSESS Where are We at now REVIEW Did we get there GOALS Where do we want To go Planning. action and review cycle Take action to go there ACTION STEPS What do we do to get there ACTION INDICATORS How will we know we get there .

Step 1 & 2  Assess the current situation that is the focus of the planning  What are the main issues?  What is needed and why?  What resources do you have to work with?  Identify what GOALS you have for the situation  What do you want to achieve?  Why is this important? .

Step 3 and 4  Decide what indicators will let you know that you have been successful at reaching your goal.  What would you see. hear or experience?  Develop Action Steps  What are the smaller action to take that combined together get you to the goal? . hear or experience?  What would other see.

Step 5 and 6  Start putting these steps into action  These steps will involve many people  Review your progress along the way to check you are on the right track  Ask people opinion on how it is going?  Often a formal review happens where the service or someone else evaluates if the plan was carried out well. .


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