Right now, there is no industry jargon that describes what I’m talking about. Content strategy comes close but refers mainly to online editorial planning. What is currently loosely called media strategy refers mainly to traditional mediums, such as TV, Radio and magazines; Communications strategy refers to all mediums; but is pretty much a classic PR corporate strategy, or as my friends and colleagues at Wordspin call it, corporate propaganda.
Right now, I’m going to redefine the term, Media Strategy. It is something that covers both traditional/new media, communications and PR in a new form of branded media. I’m predicting that one day, as all brands produce editorial style media as a core marketing function, the media strategy will deliver the most powerful growth plan. I’m also predicting that some day soon, corporation’s media department will lead the marketing, communications and PR initiatives.
Here are three core parts of the Media Strategy.
Content strategy – is the ‘what’ of story. What is the story that will be told. What is the main theme of the brand, product, publication or show.
Media Format Strategy – is the ‘how’ the story is told. What type of medium best tells the story, is it in article format, audio or video? It also covers the content formats, being the length and frequencies of content.
Communication Strategy – is the ‘when’ the story is told. It’s all about timing. In some ways we should call it the ‘communicating strategy’. This is event or frequency based, in line with product launches, industry conferences, or getting in line with an editorial schedule of targeted publications, online magazines or TV show.
Right at this moment, I am working on developing content strategies for a few online publications. Right at this moment, I’m making a change and calling these media strategies. Next stop… time to get Social.