Opinion: Ben Pinnington on news management

Senior management need to recognise the value and importance of media management. It has to come from the top.
Banks, for example, may perceive they are the victim of a media witch-hunt. The reality is they are no different to any organisation, institution or business - from the Royal Family down.
You have good and bad news. The challenge is to start handling the media effectively. That means committing resources and senior management time to drafting and implementing a media strategy.
Senior management needs to understand how the media works, so negative misconceptions are demolished. Equally, they need to grasp the media's power and ability to help grow a business through mass communication. A campaign needs to be strong in two key areas.
First, bad news needs to be dealt with quickly.
It is essential your side of the story is heard, so don't bury your head in the sand. You cannot stop the media presenting both sides of the argument - that is its job. You can, however, ensure reporting is accurate by talking to journalists and giving them proper briefings.
The second main thrust is to promote positive news. Tell the media about your successes - your client wins, your new products, services and staff. Doing this effectively will not only protect your brand, it will win business - and that is good news.

Ben Pinnington is director at Artemis Media & Public Affairs, Wirral