The media tends to be thought of as an entity in itself, yet the media is made up of individu-
als trying their best to do a good job, just as you are. Remember that what makes news is events
and situations that are newsworthy. Since you probably read at least one daily newspaper or
magazine and watch or listen to electronic media, you yourself, as a leader, can be your own
student of the media, observing how organizations are portrayed to readers.
WEB WORKSHEET
In this space, start your media plan:
Copyright McGraw-Hill 2000. Original purchasers of this book are permitted to photocopy or customize this worksheet by downloading it from
http://www.books.mcgraw-hill.com/training/download.The document can then be opened, edited, and printed using Microsoft Word or other word processing
software.
RELATED LEADERSHIP TOOLS
1.11 Integrity 5.7 Stakeholder Groups 8.3 Organizational Communication
3.3 Environmental Scan 6.3 Complex Situations 9.10 Networking
FOR FURTHER ASSISTANCE
Wade, John. Dealing Effectively with the Media: What You Need to Know about Print, Radio and Television Interviews. Reid
Publishing, 1992.
(Note: This is a brief, easy-to-read book that could be given to prospective media spokespeople who want to educate
themselves, along with formal media training.)
262 SECTION 8 TOOLS FORCOMMUNICATION
- What is the explicit connection between
your organization or group’s strategy and
the media? - What steps do you need to take to make
communications a strategic priority? - List the things you can do to develop your
own media awareness. - What stories, events, angles, or issues would
the public presently be interested in? - Prepare a list of suggested topics for one-
paragraph news tips the media can follow
up. - How or where can you find or generate an
up-to-date media list? List journalists and
publications that cover what your
organization needs covered. - List information that should be included in
a storage and retrieval system. - List the steps you can suggest to build a
mutually beneficial business relationship
with the media. - List the priorities you would need to have in
place if you had to respond to the media
immediately in a crisis.
[☛3.1 Strategy]Things to consider Your plan