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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