Forming a Vernacular Media Department

From SPARK

Summary: Factors to Consider in Establishing an Appropriate Media Service

Contents 1 Administrative Strategy for Vernacular Media Services 2 Developing Vernacular Media Services 2.1 Personnel: 2.2 Training: 3 A Vernacular Media Services Strategy Checklist

Administrative Strategy for Vernacular Media Services

1. Is there a clear understanding of the distinction between media services to serve the constituency and public relation needs of the entity and vernacular media services serving the language program community?
2. How has vernacular media services been incorporated into your entity's strategic planning?
3. How many groups are currently interested in or might be potential users of the media services?
   • The number of teams who are potential users will influence the degree of involvement the entity will want to make.
4. Are there local or regional organizations willing and able to produce the selected media?
5. Some important considerations:
   • Are there any conflicting mandates or restrictions?
   • Are their policies compatible with your organization's policies?
   • Are services available?
   • What are the costs?
   • Is there a section in the entity budget to establish a media service?
   • A realistic budget must include what is needed for the initial outlay of funds (equipment, training, floating capital) as well as ongoing operational expenses (rent, utilities, insurance, etc.) and future national training.
6. What role should your organization's teams play in the production, promotion, and distribution of each selected medium?
   • It is valuable to make a statement documenting what parameters the administration has set for vernacular media service.
   • Does your organization's leadership encourage a high profile in the planning stage, a mid to low profile in the production, and a low to no profile in distribution? Or what is your policy?

Developing Vernacular Media Services

1. Structure: A framework will be needed to support media. Answering the following questions should help to give direction:
   • Where will the media department fit into the overall organizational structure?
   • It is recommended that it be placed under a technical studies area instead of support services because of the need for a close relationship to planning and review of team programs.
2. Who in the entity will be responsible for the development and encouragement of vernacular media use?
3. What facilities and equipment are needed?
   We suggest that facilities be determined by the language program needs, not vice versa.
4. What administrative policies need to be established for a smooth running vernacular media services department?
5. Funding: Administrators need to establish a realistic budget to cover initial expenses as well as ongoing operational expenses. Funds for initial research, production, training, consultant expenses, ongoing distribution, etc., will depend on the media used and the strategy selected.

This needs to cover such questions as how teams will get needed consultant helps, checking procedures to insure quality control, proper evaluation of the media programs, etc.

Personnel:

Administrators need to identify and provide for training and certification, as appropriate, of existing field personnel or request a vernacular media specialist through normal personnel needs processes.

Training:

1. Exposure seminars: To promote various vernacular media options among teams and local infrastructures.
2. Program design seminars: To assist teams in selecting realistic vernacular media activities which are tied into the language program objectives.
3. Consultant training workshops: To explain to field technical consultants how vernacular media can be integrated into their existing disciplines. These consultants can promote and guide language teams in the selection and use of vernacular media, as well as assume limited checking responsibilities for quality control of the media.
4. Vernacular media specialist training: To equip and certify personnel. This can be provided at some central training location (such as JAARS has in a 3 ½ month course). Or regional courses may be feasible.

A Vernacular Media Services Strategy Checklist

1. Gather preliminary information, evaluating needs, cultural climate, local resources, etc.
2. Establish legislative statements of commitment to structure, personnel, facilities, budget, etc.
3. Identify personnel.
4. Provide for the needed training.
5. Create an evaluation process to measure the degree of effectiveness and quality of the media service.
6. Readjust services in light of the evaluation process.