1.5 - About University

The media tends to be thought of as an entity in itself, yet the media is made up of individualstrying their best to do a good job, just as you are. Remember that what makes news is eventsand situations that are newsworthy. Since you probably read at least one daily newspaper ormagazine and watch or listen to electronic media, you yourself, as a leader, can be your ownstudent of the media, observing how organizations are portrayed to readers.In this space, start your media plan:WEB WORKSHEETThings to considerYour plan1. What is the explicit connection betweenyour organization or group’s strategy andthe media?2. What steps do you need to take to makecommunications a strategic priority?3. List the things you can do to develop yourown media awareness.4. What stories, events, angles, or issues wouldthe public presently be interested in?5. Prepare a list of suggested topics for oneparagraphnews tips the media can followup.6. How or where can you find or generate anup-to-date media list? List journalists andpublications that cover what yourorganization needs covered.7. List information that should be included ina storage and retrieval system.8. List the steps you can suggest to build amutually beneficial business relationshipwith the media.9. List the priorities you would need to have inplace if you had to respond to the mediaimmediately in a crisis.[☛ 3.1 Strategy]Copyright McGraw-Hill 2000. Original purchasers of this book are permitted to photocopy or customize this worksheet by downloading it fromwww.books.mcgraw-hill.com/training/download. The document can then be opened, edited, and printed using Microsoft Word or other word processingsoftware.R ELATED LEADERSHIP TOOLS1.11 Integrity 5.7 Stakeholder Groups 8.3 Organizational Communication3.3 Environmental Scan 6.3 Complex Situations 9.10 NetworkingF OR FURTHER ASSISTANCEWade, John. Dealing Effectively with the Media: What You Need to Know about Print, Radio and Television Interviews. ReidPublishing, 1992.(Note: This is a brief, easy-to-read book that could be given to prospective media spokespeople who want to educatethemselves, along with formal media training.)262 SECTION 8 TOOLS FOR COMMUNICATION