re: think CEO: Managers in the media trap

2009

Managers and journalists have never got on well; and, precisely because of the financial crisis, some media are letting themselves be led astray into prejudging things too quickly. Managers, as the often-repeated cliché goes, are mostly incompetent, anti-social and greedy. And people generally are only too ready to believe this: surveys show 85% have lost faith in management. So it is precisely now that businesses need, increasingly, to think about how they come across to the public. The new edition of Roland Berger's book series, "re: think CEO", entitled "Managers in the media trap", shows PR work is no longer just something for the specialists, but a strategic management task. But many managers are still delegating their PR work to professionals, they don't understand how the media work and they get it wrong. With this book Torsten Oltmanns, Roland Berger Partner and Global Marketing Director, and business journalist and publisher Ralf-Dieter Brunowsky aim to help managers understand the media better and help them present their case effectively in the media and to the general public in the "great recession".

The book also shows what communications tasks they can leave to media spokespersons and agencies, and which they need to do themselves.