As the Communications
Cycle proceeds, elements of the communications
plan have been accumulating that provide a great deal
of guidance and instruction to the production teams
responsible for creating the communications media,
meetings, etc. Research and measurement findings have
been documented, shared and translated into measurable
communications objectives. The creative team has developed
the blueprints. They have designed the materials,
meetings and events and created graphic designs and
written copy, scripts and speeches.
It is now up to the production
team to implement these designs and produce the media,
meeting, software, etc. Media production, duplication
and distribution and staging (in the case of a large
group meeting or event) are where most of the project's
budget resides and where many talented communication
arts people ply their craft. From the perspective
of measurement, many of the production management
tasks are almost identical to those of producing traditional
communications.
However, a critical difference
is that the creative
design and focus points for measurable media are
very precise, often including subtle shadings and
crucial details - more so than when producing media
that will not be measured for effectiveness. The production
manager of media designed for measurement and the
executive producer of a meeting or event designed
for Core-7
measurement have a much greater responsibility to
fully understand the reasons behind the creative designs
and the objectives they are trying to achieve. They
are responsible for ensuring that the production team
fulfills the underlying communication intentions of
the creative designs - not just the artistic vision.
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