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Chapter 13 Media Management: The Manager/Leader/Entrepreneur
OUTLINE
I. Management
A. Effective executive follows eight practices
B. Managers should “step back” every three to six months to assess their
performance by asking questions in terms of how they are doing and what
II. Leadership
A. Acquiring and developing leadership skills are needed for any successful
management career
B. Leadership theories
1. Three types of leaders
2. Four leadership styles
i. Impoverished style ͒
ii. Country club or accommodating style ͒
iii. Team style ͒
III. Entrepreneur
A. Contemporary electronic and digital media managers need to think like
B. Five qualities of an entrepreneurial leader
2. Taking advantage of your unfair advantages ͒
4. Flexibility to adapt, be open to feedback, and learn ͒
5. Persistence and execution ͒
IV. Use of Social Media as a Manager
A. Leaders must embrace social media for three important reasons ͒
2. To engage with others (peers, employees, customers, the public) ͒
B. What and where the leaders’ post should be based on four aspects of your
C. The risk in using social media
1. The first area of risk is how you manage your own social capital—
3. The third area of risk is how to manage your progress with social
ASSIGNMENTS/PROJECTS
1. There are more and more students who own small companies, run small
organizations, or perform various kinds of management/leadership roles. Find these
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2. Ask students to do an analysis of one media company leader either in a local media
company or in a large media conglomerate. Students should apply leadership
MULTIPLE-CHOICE QUESTIONS
1. Which of the following is not the area of media management?
a. finance
b. personnel
2. Drucker argues that managers need to focus on the ________ things.
d. four or five
e. none of the above
3. Which of the following is not the practice of an effective executive proposed by
Drucker?
a. What needs to be done?
b. What is right for the enterprise?
4. Who suggests all managers should “step back” every three to six months to assess
their performance by asking questions in terms of how they are doing and what
needs to be approached differently?
d. Bennis
e. none of the above
5. For those in the electronic and digital media industries, a number of metrics can be
used as discussed in earlier chapters such as ________ .
a. ratings and audience penetration
b. cash flow
6. Which of the following is not recommended for the personal development of media
managers?
a. read
b. interacting with other professionals/managers ͒
7. Which of the following is not true in terms of the basics on the role of the mentor?
a. mentors establish goals with the mentee ͒
8. ________ encourage participation among their team members.
a. Autocratic leaders
9. ________ leaders are great with people, but may not be very productive. ͒
a. Impoverished style ͒
10. ________ leaders tend to be prescriptive and can be very judgmental. ͒
a. Impoverished style ͒
11. ________ leadership identifies different leadership styles with the level of
relationship behavior and task behavior.
a. Dictatorial style ͒
12. ________ leaders use a system of rewards and punishment to promote performance
and function within the existing culture of the organization—thus seeking to retain
the status quo. ͒
d. Entrepreneurial
e. none of the above
13. ________ leaders, in contrast, work to change the organizational culture by being
more proactive, introducing new ideas, and motivating employees through a higher
sense of ideals and moral values. ͒
a. Transactional
14. Which of the following is not the quality of an entrepreneurial leader?
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accessible website, in whole or in part.
*p. 287 e. persistence and execution ͒
15. For the ________ area, your social media postings show that you want to
collaborate with others.
a. personal and private ͒
TRUE/FALSE QUESTIONS
16. Your growth as a manager is also dependent on what you do in terms of your own
personal development.
17. There is much systematic research by media management scholars on leadership
behavior and effects.
18. Autocratic leaders have little trust in employees.
19. Entrepreneurs tend to exhibit different qualities.
20. For the social media usage in media management, the professional and private area
should be used to indicate your competence and professionalism.
DISCUSSION/ESSAY QUESTIONS
1. Discuss the relationship between management and leadership.
2. What are the necessary things in terms of personal development for the potential
media leaders?
3. What are the styles of leadership and which ones are appropriate for electronic and
digital media companies?