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to Bloomsbury Square for the first
http://www.johnkerry.com/onlinehq/mediacorps/
From HQ to volunteers to the mediasphere.
Talking points.
Issues of the day.
Attacks recorded.
And the tools to put them to use.
We have five months
to bring the message
through the volunteers
to the voters.
So let me tell you about the Rapid Response Model, how Kerry's Media Corps builds on it, and what makes this a beta release.
The John Kerry Media Corps
Embracing the decentralization message, volunteers put together the Dean Rapid Response Network in 2003. Last week John Kerry's staff launched the Media Corps
, their first cut at rapid response.
Components:
- For each message (presumed weekly)
- An assignment
- A deadline
- Background
- Feedback email link
- Other tools
- Research materials on the assignment
- Recent television ads
- Link to the D-Bunker (removed after the first week)
- Tips for writers and callers
That's the anatomy. What's the whole?
Media Corps is a boundary communication channel. It pushes memes to volunteers. The campaign's politics and communications teams design messages. Media Corps throws them over the wall. Media Corps is an end run past the political press corps. It tells volunteers to take the memes and run with them. To local media. To audience participation channels. To letter writing and other P2P channels. Can you spell disintermediation? Media Corps is a memetic amplifier, making messages louder and reaching further. No longer are TV ads the only place you're likely to experience the campaign's message. The community reinforces broadcast memes with their own versions. This improves what advertisers call reach and penetration. Media Corps minimizes memetic drift, keeping volunteers on point. Its centralized and standardized seed message is the reference version. Unlike a game of "telephone" where messengers garble the message, Media Corps always gives a public point of origin.Media Corps is a localization strategy, tailoring messages. Politics remains local. No national message works everywhere. Most advertising is wasted just trying to find its audience, let alone delivering the right messag