Working with existing structures is the current mode of operation and essential, however often media and communication efforts fall even further down the priority ladder than funding support for design and evaluation. Working together in an environment of greater competition for funding is a challenge that forces organizations to refine their skill sets. These skills aggregated create a dynamic sum of the whole that could foster the priority status needed to create new funding vehicles and cause traditional funders (who may choose not to participate) to at least reevaluate the priority they put on communication strategies and media participation.
Brian Dyak
Entertainment Industries Council