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Handling the media.

Article Excerpt
This checklist is designed as an aid for anyone who is required to handle the media--whether it be press, radio or television. The media can be valuable for planting ideas, spreading awareness, selling a product or reputation and gaining competitive advantage, as well as a means of handling a crisis. Successful media contact requires clarity and control. This in turn requires careful planning, preparation and calmness.

Current technology allows an image or remark to be broadcast to millions in minutes; the media can prove a powerful and valuable ally or a devastating force, destroying years of work and trust. Most people come into contact with the media at some time; it is worth remembering Andy Warhol's adage that everyone, at some time, has fifteen minutes of fame. Handling the media, whether proactively or as a reaction to a situation or event, can turn a situation around and create a lasting impression. The media also provide legitimacy for a particular message, and if first impressions count then so do impressions passed on by the media.

Definition

The media include any method of broadcasting information, with focus on the press, TV and radio.

Advantages of handling the media effectively Effective media handling can provide:

* improved sales of a product or service

* greater awareness of a brand

* an enhanced perception of an individual or organisation

* communication of a situation, strategy or plan

* damage limitation in the event of a...

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