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

Go on the Offensive and Shape the Message

One of the worst mistakes CEOs make is falling victim to what I call the “airline syndrome.” Major American airlines (with the possible exceptions of Southwest and JetBlue) have conditioned themselves to respond to media inquiries only when they concern plane crashes, major disruptions of service, and other disasters. Too often, these responses are purely reactive and flatfooted. The airlines can’t, or don’t choose to, project broader, positive messages about what they are contributing to the American economy or what they are doing to promote understanding among peoples of the world. That’s a mistake, and the regular drubbing they receive in the media reflects the vacuum.

But it is possible for CEOs ...