DRIVING SUCCESS: The Media Managers Guide to Proving Value

Table of Contents

INTRODUCTION ..........................................................................................................................................................................1

A BRIEF HISTORICAL PERSPECTIVE...........................................................................................................................................2

CHAPTER ONE: CHANGING DYNAMICS OF MEDIA IN EMPLOYEE COMMUNICATIONS..................... 3

Passivity to Interactivity ....................................................................................................................................................... 3

Process Democratization....................................................................................................................................................... 4

Content vs. Creativity............................................................................................................................................................. 5

Distance Communications..................................................................................................................................................... 5

Environmental & Ergonomic Considerations................................................................................................................... 6

Competing For Time................................................................................................................................................................ 6

Communications Privacy....................................................................................................................................................... 7

Window to Knowledge Management................................................................................................................................... 7

MEDIA SERVICES TRENDS............................................................................................................................................................ 8

 CHAPTER TWO: CRITICAL MANAGEMENT ISSUES................................................................................................. 9

1.     STRATEGIC POSITIONING...................................................................................................................................................... 9

Solutions ................................................................................................................................................................................ 10

2.     MANAGING THE CREATIVE STAFF .................................................................................................................................... 12

Solutions ................................................................................................................................................................................ 13

3.     COPING WITH INCREASED WORKLOADS ........................................................................................................................ 15

Solutions ................................................................................................................................................................................ 15

4.     MEASURING RETURN ON INVESTMENT............................................................................................................................ 16

Solutions ................................................................................................................................................................................ 17

5.     MAINTAINING TECHNOLOGY CURRENCY........................................................................................................................ 18

Solutions ................................................................................................................................................................................ 19

6.     FINDING EFFECTIVE MANAGEMENT TOOLS.................................................................................................................... 20

Solutions ................................................................................................................................................................................ 20

7.     DEMOCRATIZATION OF THE MEDIA................................................................................................................................. 22

Solutions ................................................................................................................................................................................ 22

8.     THE IT INTERFACE .............................................................................................................................................................. 23

Solutions ................................................................................................................................................................................ 24

9.     MANAGING CHANGE............................................................................................................................................................. 24

Solutions ................................................................................................................................................................................ 25

10.  DEFINING BENEFITS ............................................................................................................................................................ 25

Solutions ................................................................................................................................................................................ 26

 CHAPTER THREE: ORGANIZATIONAL ALIGNMENTS............................................................................................ 27

CORPORATE COMMUNICATIONS ............................................................................................................................................. 29

MARKETING................................................................................................................................................................................. 30

INFORMATION TECHNOLOGY .................................................................................................................................................. 31

CORPORATE SERVICES............................................................................................................................................................... 32

SUBSIDIARY PROFIT CENTER ................................................................................................................................................... 32

CASE HISTORIES ........................................................................................................................................................................... 33

Genentech ............................................................................................................................................................................... 34

J&J Pharmaceuticals............................................................................................................................................................ 36

 CHAPTER FOUR: MANAGING FOR SUCCESS ...'...................................................................................................... 39

MANAGEMENT TRENDS ............................................................................................................................................................ 39

CHANGE MANAGEMENT ........................................................................................................................................................... 40

Consolidations ...................................................................................................................................................................... 41

Cost Control........................................................................................................................................................................... 41

Loss of Employee Loyalty .................................................................................................................................................... 42

BEST PRACTICES ......................................................................................................................................................................... 42

Time Management................................................................................................................................................................. 45

THE MODEL DEPARTMENT ..................................................................................................................................................... 46

Organization ......................................................................................................................................................................... 46

Alignment............................................................................................................................................................................... 47

Cost Allocation .................................................................................................................................................................... 48

The Strategic Plan ............................................................................................................................................................... 48

 CHAPTER FIVE: MARKETING THE MEDIA FUNCTION ........................................................................................ 51

TACTICS AND STRATEGIES ..................................................................................................................................................... 52

CUSTOMER SERVICE BENCHMARKS........................................................................................................................................ 54

 CHAPTER SIX: PROVING THE VALUE........................................................................................................................... 57

RETURN ON INVESTMENT........................................................................................................................................................ 57

EXTRAORDINARY BENEFITS ................................................................................................................................................... 59

COST ALLOCATION.................................................................................................................................................................... 61

Full Overhead........................................................................................................................................................................ 61

Internal Overhead/External Direct................................................................................................................................... 62

Hybrid Systems ..................................................................................................................................................................... 62

Full Chargeback................................................................................................................................................................... 62

Full Allocation ..................................................................................................................................................................... 64

Profit Center ..........................................................................................................................................................................65

Recommendation................................................................................................................................................................... 65

 CHAPTER SEVEN: MEASURING THE VALUE............................................................................................................ 69

SURVEYS AND FOCUS GROUPS ................................................................................................................................................ 69

BENCHMARKING ........................................................................................................................................................................ 71

THE BALANCED SCORECARD .................................................................................................................................................. 72

KEY PERFORMANCE INDICATORS .......................................................................................................................................... 77

 CHAPTER EIGHT: THE OUTSOURCING MODEL....................................................................................................... 81

OUTSOURCING DEFINITIONS ................................................................................................................................................... 82

Contract Outsourcing.......................................................................................................................................................... 82

Ad hoc Outsourcing.............................................................................................................................................................. 83

CONTRACTORS AND FREELANCERS........................................................................................................................................ 83

OUTSOURCING TRENDS............................................................................................................................................................. 84

OUTSOURCING BEST PRACTICES............................................................................................................................................. 85

OUTSOURCING IMPLEMENTATION ........................................................................................................................................ 86

SELECTING AN OUTSOURCE PROVIDER................................................................................................................................. 87

 CHAPTER NINE: MANAGING THE STAFF ................................................................................................................ 91

COMPENSATION ........................................................................................................................................................................ 92

STAFF SIZE & ORGANIZATION ............................................................................................................................................... 94

SKILLSETS & JOB DESCRIPTIONS ........................................................................................................................................... 96

MANAGING GENERATION Y..................................................................................................................................................... 98

MANAGING INDEPENDENT CONTRACTORS.......................................................................................................................... 99

 CHAPTER TEN: MANAGING THE PRODUCTION PROCESS ............................................................................  103

PROCESS ANALYSIS ................................................................................................................................................................  103

Process Commitment ........................................................................................................................................................  104

Implementation ................................................................................................................................................................   104

QUALITY SERVICE BENCHMARKS.......................................................................................................................................   105

BEST PRACTICES ...................................................................................................................................................................  106

MANAGING TALENT .........................................................................................................................................................   108

Company Employees.........................................................................................................................................................  109

Union Professional...........................................................................................................................................................   109

Non-Union Professional..................................................................................................................................................  110

Talent Releases..................................................................................................................................................................  111

COPYRIGHT ISSUES AND CONCERNS ....................................................................................................................................   111

Copyrighting Media.........................................................................................................................................................   111

Copying Copyright Media...............................................................................................................................................   112

Copyright Definition..........................................................................................................................................................  113

Licensing............................................................................................................................................................................... 114

Work Made for Hire............................................................................................................................................................. 115

Fair Use ................................................................................................................................................................................ 115

Penalties for Infringement................................................................................................................................................. 115

The Getty Images Demand Letters.................................................................................................................................... 116

Public Domain .................................................................................................................................................................... 117

THE AGENCY CONCEPT......................................................................................................................................................... 118

PROJECT MANAGEMENT APPLICATIONS .........................................................................................................................  119

 CHAPTER ELEVEN: MANAGING THE TECHNOLOGY ......................................................................................... 120

DTV TO HDTV......................................................................................................................................................................... 120

SOCIAL NETWORKS................................................................................................................................................................ 123

VIDEO CONFERENCING .......................................................................................................................................................... 127

DIGITAL SIGNAGE .................................................................................................................................................................. 128

MEDIA ASSET MANAGEMENT ............................................................................................................................................ 129

BEST PRACTICES .................................................................................................................................................................... 132

 APPENDICES ......................................................................................................................................................................... 134

A. CMMA INVESTMENT SURVEY FINDINGS ..................................................................................................................... 134

B.  JOB DESCRIPTIONS............................................................................................................................................................. 142

C.  SAMPLE TALENT RELEASE ............................................................................................................................................. 149

D.  SAMPLE WORK MADE FOR HIRE AGREEMENT .......................................................................................................... 150

E.   CONTRACTOR/EMPLOYEE JOB CATEGORIES ............................................................................................................... 152

F. PROCESS MAPS ...................................................................................................................................................................  153

G. RESOURCES AND BIBLIOGRAPHY .................................................................................................................................... 158

 

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