What’s the big picture when it comes to your project’s media impact strategy?
In this moment of always-on, many-platform campaigns, answers can be difficult for producers and funders to keep in sight. Visual planning tools can help stakeholders get on the same page—sometimes literally — in terms of goals, platforms and desired outcomes. Here are just a few you might find useful:
Get to Gridding…
Among the simplest and most common formats, planning grids offer an integrated space for pulling all of the pieces of a production or campaign together.
Here, storytelling strategist Lina Srivastava adapts the format of Alex Osterwalder’s influential Business Model Canvas for the media impact field:
In a similar vein, the BBC Academy and Arts Council England teamed up to create a “project brief canvas” for digital arts producers. It’s part of a larger suite of resources designed to “maximize the creation and distribution of high quality arts content for audiences on digital platforms”
For nonprofits and activists crafting issue-based media, the Spitfire Strategies Smart Chart 3.0 offers a step-by-step walkthrough, aligning program decisions, context, strategic choices, measurement tips, and a few useful “reality checks.”
One Link at a Time
In Forbes, Mike McCreless, the director of strategy and impact at social investment fund Root Capital, offers up a popular heuristic: the “Chain of Impact.” Unfortunately, he notes, too many organizations stop at reporting outputs, and don’t make it all the way to evaluating outcomes — true in both the social and media impact fields.
Looking for less linear models? You might prefer the more fluid planning style suggested by Jennifer Strachan’s Content of the Future: Guide for Creating Rock Solid Content…Everytime. Strachen is the Executive Director of News at public radio station KPLU, and you’ll find this fun graphic on a dedicated Tumblr site she set up: iheartstrategery.
See our research section to discover more resources for planning and assessing high-impact productions.
What visual tools are you and your grantees for impact strategy? Let me know at firstname.lastname@example.org.