Every “message” organization desiring to reach a broad audience has to use a medium – some technology. Usually the more sophisticated the technology, the larger the audience reached at a greater distance – ie. a satellite cable network reaches much further and faster than a published pamphlet.
Yet any message organization leveraging off an existing network is subject to editing and skewing of their message by the existing network. The guest is at the mercy of the host.
For instance, with Live Action Film’s Lila Rose appearance on Fox’s O’Reilly Factor, it appears Bill O’Reilly isn’t so interested in conveying the message, as much as he finds the event an audience attention grabber, another “feather in his cap” so to speak. I could be wrong, but that’s the way it comes across – a newsman riding the wave of the latest controversy.
So the benefit of borrowing/using existing networks is very low cost distribution to a pre-existing audience at the risk of message alteration or dilution.
In the absence of genuinely neutral news networks, there is a great need for a comprehensive pro-life network that will not compromise the message of life.
There are two major key factors that need serious consideration:
Editorial control – clarity of message
Audience feedback – determination of audience impact.
The only reason O’Reilly delivers what he does, the way he does, is because someone is gauging audience reaction via commercial sponsorship and continued viewing of the show.
Both Martha Stewart and Oprah Winfrey manage these key factors to devastating effect.
With the internet we have the capability to both deliver an edited message that can be rich and deep, over long distances at almost no cost. We can with the use of certain tools determine audience not only viewing but also participation. All of this can be done at a fraction of the cost of other systems, and mostly with off-the-shelf tools that are properly utilized.
What matters then is tactics, training, and technology.
I’ll try to give some specific examples next, using very specific tools.