You can find a downloadable version of the notes here.
Scott McClellan is the Director of Echo and the Editor of The Echo Hub (formerly COLLIDE Magazine). Scott and his family are involved in a ministry to foster and adoptive families in the Dallas area.
John Dyer is the Director of Communications at Dallas Theological Seminary.
Echo Conference| Breakout 4 | Scott McClellan & John Dyer
Medium vs Platform
Medium – Broad term
Platform – specific outlet
Available mediums and platforms
- Direct mail
- The City
What is a medium? Dependent upon context, text can be cold and informative. An image is worth 1,000 words, a sentence is worth 1,000 emotions
Mediacology – There’s a system with the way that the world works with media. If you start focusing on one, you’ll lose another
How Media Works
Media enhances. It makes something better. It’s going to enhance the basic human function.
Media makes something obsolete.
Media retrieves. Restores something we do.
Media reverses into. What is media going to give me? What is it going to take away?
Stranger platforms and family platforms
We have to communicate with strangers through very different platforms (Direct mail, Google Adwords)
Best suited to reaching people we don’t know
The City, announcements, bulletin, stuff like that is good for family platforms
“Family” has given you permissions to share with them
A lot of the stranger platforms are things that we buy (advertisements, etc.)
Family platforms are something we have to cultivate
The network must be in place long before the crisis
What happens when strangers see family messages (images, lingo, etc.)? They don’t make the connection
What would it be like if I didn’t know ANYTHING about this church?
What kind of family does this portray to a stranger?
Active, Passive and Selectively Active Platforms
Active interrupts the audience
Passive platform – displays content, then waits for audience to come discover
Selectively active – hybrid, passive, but active when they are monitoring it
If it’s not urgent, it doesn’t require an active platform
What kinds of things are best suited for the correct platform?
Cultivate each one of them in
Use them appropriately so you’ve earned the right to use them, you haven’t abused them
The Home Base and Outpost
Identify what your home base is (website)
Everything else is an outpost
Outposts by their very nature make poor hosts
Home base does a poor job of inviting people to it
Just because someone is in your family doesn’t mean your home base beckons to them
Not all platforms are created equal
“We have trained you of a certain hierarchy of our communications”
Well established home base can put all your other outposts into perspective
Job is to determine the value of a specific communication effort
What is important to this project?
Strangers are listening in, keep this in mind
Motivate people to take action
Invite people to visit us
Don’t invite gossip around this message
Human beings speaking the message
Establish the values for the project
Values are what really matter to a communication effort
Comments are the devil’s preferred digital medium
YouTube invites trolling
What kind of responses do we want to this message?
We as church communicators have to be critical of how we communicate