The economic background
Before we start to discuss some major mistakes CEOs make in their media approach, let us set the scene. To start with, any communication media such as newspapers, magazines, TV show or online blogs represent an economic system with a business model behind it. Editors bear part of the burden to sell the product and to generate advertising opportunities. Since the economic downturn in new media in 2001, many editors have been laid off or their contracts have been changed into freelance contracts, placing an enormous burden on the remainders. The few lucky ones are today responsible for much more editorial content, for more multimedia enhancements and for a significantly faster production time of their print articles or TV features. Freelancers got away with corrupting some of the established pricing and |
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new kids on the block like amateurs who turned out professionals did add to the mounting competitive pressure. The catchy headline and the paparazzi photo, the secret video taping and the revealing quote are sought after by many journalists of today, as a means of survival. Gone are the times where a senior editor could work for weeks on a background article and research the details in person and on the actual location, not relying on secondary research on his computer.
Who are you talking to?
Whenever a CEO talks to a journalist, consequently he/she not only finds someone who listens to his/her message, but also someone who seeks to build a reputation from this conversation, to a much higher degree than in the past. Some editors seek to become friends with CEOs, |
