Sometimes the media can help you. Sometimes it can destroy you. If media is important to what you do, then an active media strategy is essential.

Media in WA is different from other states. There is only one daily paper and it's not part of a major media group. Like the talk-back radio that feeds off it, The West Australian is sensationalist and sometimes crusading.

This makes it especially important to build relationships with key media people. It adds to the importance of suburban newspaper and magazine exposure.

It makes contingency planning for potentially controversial steps or for media risks absolutely critical.

If you want a managed, local media program that delivers long-term results, Glide can help:

• Media kits (background information that makes journos aware of you)
• Media releases
• Media events
• Relationship building with targeted media people
• Spokesperson profiling
• Scheduled media release programs

See our article PR Emergency! for what to do if you're put on the spot by hostile media.