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Engel’s Strategy Classic: Competition
By chris | January 30, 2008
From the 1975 classic “WHAT’S GONE WRONG WITH THE HARVEST” by James Engel
Competition
By competition is meant those other viewpoints that are competing for men’s minds. In many parts of the world, potent competition is provided by non-Christian religions, and this is increasingly true in the United States. Under such circumstances, at least part of the strategy must counter these competing claims. In Rollingwood the competing philosophy is materialism, the significance of which has already been reviewed.
Governmental Regulations
It is obvious that laws and regulations define the “playing field” for communication strategy. Unfortunately, the obvious is not always given the consideration it deserves. For example, the Federal Communications Commission in the United States enforces a rule referred to as the “fairness doctrine.” In brief, this rule stipulates that any partisan viewpoint expressed over the air, especially in the political arena, must carry with it the opportunity for opposing points of view to be expressed also. As of this writing, the fairness doctrine has not yet been interpreted to apply to the Christian message, although there is growing sentiment that the airing of the Christian position should be followed by equal opportunity for others. This, of course, would substantially change the complexion of gospel broadcasting. There is no question, however, that open attacks on individuals or groups over the air must allow for rebuttal under the fairness doctrine. One well-known religious broadcaster is at the time of this writing engaged in substantial litigation over this very issue, and the outcome is unclear.
Another regulation of real significance in the mass media pertains to truth in advertising. Any paid message run in media that cover more than one state falls under the purview of the Federal Trade Commission, which has the obligation of monitoring the veracity of claims. As yet, Christian communicators appear to have escaped scrutiny, but what would happen if the searchlight is turned their way? Would examples of deception and false and misleading claims be unearthed? One radio station analyzed by Wheaton graduate students solicits support from churches, making the claim that five million are being reached for Christ, whereas all available evidence indicates that no more than 2 percent of that number, or 100,000, are actually being reached. There is no way to avoid the fact that this claim is an exaggeration. Perhaps it is made in ignorance, but that is hardly an excuse. The absolute truth is increasingly demanded of the secular communicator in these days of consumerism, and why should Christians be exempt?
Media Resources
Finally, the environmental analysis also should center on the availability of mass-media resources. Rollingwood has three radio stations — WTLT and two secular stations. In addition, it is reached by twenty-four other radio stations and five television stations whose programs are beamed from the adjacent city and surrounding suburbs. There is one daily evening paper and two papers published weekly for various neighborhoods, plus the papers that come from the city. The local media, in particular, can be used in one way or another, especially for purposes of proclamation if it seems appropriate for other reasons to do so.
Implications
The environmental analysis has disclosed one segment, among others, that seems to be particularly “ripe for harvest.” The major source of competition for the minds and hearts of people is materialism, but there is growing doubt about its efficacy. Media resources exist for the communication task, and there are no particular governmental restrictions other than those that apply to all communicators. Therefore, a golden opportunity exists.
Topics: Engel's Strategy Classic |