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

Incorporate Communications into Corporate Strategy

One of the characteristics that makes American capitalism so flexible is that chief executives respond to different challenges as they arise by changing the structure of their companies and by shifting resources to meet the next generation of demands. There was once a “quality” movement, for example. At first, companies created quality departments but then realized that they needed to integrate a commitment to quality into every aspect of how their companies operated.

There was also a “reengineering” movement to encourage senior leaders to reevaluate pieces of their business that were no longer competitive or had somehow grown fat and soft. Today, CEOs and their top management teams are constantly ...