14 Things Every Media Director Needs to Know

1. Understand the pastor or CEO’s vision.

2. Learn as much as you can about every position.

3. Ultimately, it’s not about technical equipment. It’s about connecting.

4. Understand the culture.

5. Learn to work under authority.

6. Begin a program of personal growth in the media.

7. Learn the principles of leadership.

8. Increase your creativity.

9. Return every call and email as quickly as possible. Show up on time, even if you’re the only one there. Remember assistants and secretaries. This is a people business. And people never forget how they are treated.

10. Every day, you are placing a brick in the tower of your reputation that you are building. Remember, everything you do, big and small, either adds to or subtracts from your reputation.

11. Whenever more than 8-10 people get together to do anything, something is going to get screwed up. Get used to it.

12. Learn the power of problem solving.

13. Learn how to tell a story: Every client presentation, every report, every commercial—it’s all about stories. Stories are how human beings make sense of the world. If you want to succeed in this business, be able to tell stories in ways that capture your audience’s attention.

14. Good enough, isn’t. There is going to be someone out there who will sleep less and work harder, will give up their weekend, and give it one more shot. That is the person that I will bet on to win.

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Phil Cooke
Phil Cooke is the founder and CEO of Cooke Pictures in Burbank, California (cookepictures.com)where he helps church, ministry, and nonprofit organizations engage the culture more effectively. He's a filmmaker, media consultant, and author of "Unique: Telling Your Story in the Age of Brands and Social Media."