Diana Ser Communications was set up because as a reporter, I interviewed so many newsmakers who were unsure about how to handle the media. Some were too trusting, others unnecessarily cynical. Then there were those who had unrealistic expectations of what media coverage can do for their organizations. Media training can make a difference.
I believe that win-win outcomes with the media are entirely possible. In today's 24/7 news cycle and citizen journalism, no business can afford to ignore the media. As a media personality, ex-journalist and one-time owner of a public relations firm, my media philosophy is as follows:
•Engage the media whenever you can
•Respect that reporters have a job to do
•Manage media relations consistently
•Media train all key personnel
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