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Manage the Media: Don't Let the Media Manage You (Memo to the CEO) Hardcover – March 4, 2008
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Readers will appreciate the fact that Holstein cites real-world examples throughout his lively narrative to illustrate his key points. For example, in the first chapter he explains how Home Depot's PR strategy ("or the absence of one") created so many problems for its then CEO, Robert Nardelli. He also cites a situation in which Wal-Mart "found itself in an almost purely defensive posture similar to that of the Nixon White House" because it allowed its opponents to decide the terms of engagement, in this instance an agenda of social issues, and put Wal-Mart on the defensive.Read more ›
In Manage the Media, Holstein clearly educates the reader about the threats and opportunites related to today's media environment. He illustrates them with compelling examples. (If you thought you knew the whole story of Bob Nardelli's downfall at Home Depot, just wait until you read what was really going on behind the scenes.) Thanks to the internet, search engines and social media, with a couple mouse clicks anyone can assess the reputation of most organizations. This presents a risk to every organization. According to Holstein, wise organizations anticipate media risk, and plan and implement organizational structures and processes to monitor and respond to threats as they arise.
The best organizations will go even further. They proactively take their stories to the media and systematically develop relationships with media representatives who cover their organizations. By doing so, these media savvy organizations build a rapport with the media. The goodwill they accumulate over time represents value to the organization because it makes it easier to get their point of view represented in future media coverage of events that are important to the organization's interests. I know this is true from personal experience. When I was Chief Marketing Officer of Charles Schwab's U.S.Read more ›