Our annual attendance of TechCon affords us countless networking opportunities. Sure, meeting the finest staff and administrators from the world of public broadcasting is one of our main objectives. The chance to join attendees in the breakaway sessions is priceless. Often, we gather some major takeaways that will apply to other stations and networks. “The Future of Digital Media Operations” was no different.
Can you remember the last time you actually used a roadmap? Now, map apps provide the best routes with real time traffic. The days of stopping to ask for directions are nearly extinct.
The old roadmap is the preferred path for many broadcasters. The affinity for the “old way of doing things” sets organizations back and hampers funding, programming, and staff growth. With the speed at which this ever-growing collection of media channels moves, it is nearly impossible to provide fresh content with this legacy model structure.
At PBS TechCon 2016, Marketing & Multimedia Manager DaWayne Cleckley detailed how WQLN Public Media developed a management process enabling its operation to produce marketing deliverables upwards of six months in advance, break down silos within the operation and effectively move the needle culturally.
The largest hurdle, according to Cleckley, is an organization’s hesitation to move away from legacy operations. For WQLN, the new map started with a top down assessment of the company. Teams reviewed business processes . The development of new HR standards ensure staff development. Implementation of new online tools and systems make project workflows more efficient and timely.
The time allocated for staff development was significant. Modified job functions offer employees more responsibility and a wider task scope. Overarching tasks are simplified. The rotational job tasking reduces boredom and improves productivity. Larger teams broke up the bigger jobs. This increases efficiency and builds a the sense of team.
The employee empowerment initiative helped develop a digital media team designed to make strategic marketing recommendations to management. Comprised of those responsible for marketing and communication efforts, the team considers one or two initiatives weekly. Appropriate staffers handle project management tasks. The result is major improvements in efficiencies, including timely, higher quality media composition, cross-departmental communication, and accountability.
Just like the old paper maps, there are many roads leading to the same destination. Question is, do you want to get there today or next week? It’s called “NEWS” for a reason!
From a PBS TechCon presentation by DaWayne Cleckley, Marketing & Multimedia Manager, WQLN, and Director of Strategic Business Initiatives, PBS39.