The Media Uncovered – Understanding Them So They Can Understand You - IV
Abstract:Though not readily apparent, utilities and the media have much in common. Both have difficult missions and sensitive operations than can easily go awry. Both operate largely behind-thescenes, with minimal public awareness of the difficulties and complexities involved in creating a quality product. Both are critical to our social fabric. And, though some may argue the point, both seek to advance the public good.
Based on this alignment, utilities can build synergistic, supportive relationships with media representatives and organizations. While this takes commitment, time and resources, the return on investment both ways is considerable, particularly compared to the alternative of defensiveness, knee-jerk reactions and adversarial interactions. Like all long-standing, favorable associations, synergistic utility-media relationships take ongoing care and attention.
Document Type: Research Article
Publication date: October 13, 2007
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