Media Strategy

Media Strategy Observation:  One of the most interesting strategic media moves related to California’s Proposition 8 (to define marriage as between a man and a woman) is that the gay community (who is against prop. 8) never appears in their TV advertising.  There’s a massive media campaign going on throughout the state promoting gay marriage, but none of the spots actually feature gay couples.  In fact, most ads never even use the words “gay marriage” or “gay.”  I think they’re targeting swing voters who aren’t actually comfortable with the idea of gay marriage, and are trying to move them based on civil rights.  But I do find it fascinating that ... read more

When it comes to media strategy for non-profits and religious organizations, one of the most important considerations is media buying. Getting your TV or radio program placed in the best and most affordable time slot on the right channel or station is critical. Too many good programs die when they’re put in a bad spot. Plus, I’ve seen times when ministries are having financial challenges, so they cut a significant part of their media time. Problem is, ... read more

I wrote earlier about what I believe to be a deliberate strategy by Barack Obama to use words to inspire and motivate his audiences rather than actually offer specific steps for actual change. That's not a "for or against Obama" comment. It's a comment on strategy. I say this, because it's not that different from a lot of pastors out there today. They don't really know the Bible that well, and have become motivational speakers more that actual teachers and pastors. In my book, "Branding Faith" I talk about the fact that ... read more