Manage the Media: Don't Let the Media Manage You

Conclusion:

Creating Organizations That Communicate

For too long, American CEOs have concluded that it is impossible to engage with the media in any meaningful way. You have assumed that the media will always be a negative factor in how you conduct your business. You have concluded that the media are unfair and prejudiced against you. Reflecting that view, most of you have engaged in a policy of benign neglect toward the media.

But that strategy no longer works. Something in the air has changed. The terms “inflection point” and “paradigm shift” have been overused and therefore rendered meaningless, but as I have argued that there appear to be two major factors that have transformed the climate in which you operate:(1) the proliferation and growing ...