Discuss the principles of media management given by Brett Parker Introduction Media Management consists of the ability to supervise and motivate employees and the ability to operate facilities and resources in a cost-effective (profitable) manner. The core task of media management is to build a bridge between the general theoretical disciplines of management and the media industry. Media professionals need strong commercial, strategic, and managerial skills to be successful in an industry constantly undergoing fundamental changes. Media Management Media management is a term used for several related tasks throughout post- production. In general, any task that relates to processing your media is considered to be media management, such as capturing, compressing, copying, moving, or deleting media files. https://www.slideshare.net/CheldhayeDay/media-management-functions-89915871 However, media management also refers to keeping track of your media files via clip properties such as log notes, comments, scene number, shot/take number, and so on. Media management is seen as a business administration discipline that identifies and describes strategic and operational phenomena and problems in the leadership of media enterprises. Media management contains the functions strategic management, procurement management, production management, organizational management and marketing of media enterprises. Brett Parker With nearly 10 years of advertising and public relations experience, Brett Parker began his career at Stone Ward in 2009. He started at the agency as an intern in the

1. 1
Question 2: Discuss the principles of media management given by Brett
Parker
Introduction
Media Management consists of the ability to supervise and motivate employees
and the ability to operate facilities and resources in a cost-effective (profitable)
manner. The core task of media management is to build a bridge between the
general theoretical disciplines of management and the media industry. Media
professionals need strong commercial, strategic, and managerial skills to be
successful in an industry constantly undergoing fundamental changes.
Media Management
Media management is a term used for several related tasks throughout post-
production.
In general, any task that relates to processing your media is considered to be media
management, such as capturing, compressing, copying, moving, or deleting media
files.
https://www.slideshare.net/CheldhayeDay/media-management-functions-89915871
However, media management also refers to keeping track of your media files via
clip properties such as log notes, comments, scene number, shot/take number, and
so on.
Media management is seen as a business administration discipline that identifies
and describes strategic and operational phenomena and problems in the leadership
of media enterprises. Media management contains the functions strategic
management, procurement management, production management, organizational
management and marketing of media enterprises.
Brett Parker
With nearly 10 years of advertising and public relations experience, Brett Parker
began his career at Stone Ward in 2009. He started at the agency as an intern in the

2. 2
media department while he was in college, and then was hired as a media buyer
and planner. Over the course of his time at Stone Ward, Brett has brought strategic
thinking, attention to detail and leadership to the media department. He provides
ten basic principle of media management. These are in the following:
10 Principles of Media Management by Jim Surmanek/ Brett Parker
1. You are in partnership with all others who are deciding the advertising
plan. A media plan is an extension of the marketing plan and must reflect
the overall marketing and creative strategy. Your media plan cannot exist in
a vacuum and be effective.
2. Media management is money management. Media recommendations are
an investment in an advertiser’s business. By making the savviest media
decisions, you gain the greatest return on investment.
3. Involvement with all media is a primary requisite. Specializing in one
medium, to the exclusion of others, breeds narrow thinking. Consider all the
options. Never look for the expeditious solution simply to save time.
4. Numbers don’t think—people do. Numbers are a big part of a media
planner’s day-to-day activities. But don’t rely solely on them to make your
decisions or argue your case. Use your emotions, your gut, and
your instincts.
5. Cost efficiency is important, but not at the cost of advertising
effectiveness. You must make sure your customers see and hear the
advertising you are placing—even if it costs a few pennies more in one
medium than in another.
6. Maintenance is as important as building. It is not enough simply to create
a media plan. All plans must be monitored after they are implemented to
ensure that schedules are followed, positioning is optimal and reproduction
is acceptable.

3. 3
7. Everyone should be kept informed. Endeavor to keep your partners
informed about media issues and changing dynamics. The more everyone
knows, the better their understanding and appreciation of your
media recommendations.
8. Keep your door open to media suppliers. Media salespeople often know
more about their specific medium than you, as a media planner, will ever
know. They can be a storehouse of pertinent information that will help you
make better media decisions. Be candid with them and keep them abreast of
your needs.
9. Contribute beyond media planning. As a media planner, your greatest
contribution will be in media planning and buying. But you should not be
inhibited about recommending marketing, creative, promotional, or new
product ideas that can build an advertiser’s business.
10. Have fun. Work hard and get ahead. Do superb work. But keep balance
in your life.
https://www.stoneward.com/blog/2017/06/ten-principles-of-media-management/
Conclusion
Media management covers all the goal-oriented activities of planning, organization
and control within the framework of the creation and distribution processes for
information or entertainment content in media enterprises. If anyone follows the
above principles he/ she can manage the media easily.