This book is organized around 10 key challenges that have been identified from the extensive, multi-decade experience of the first author, raised in responses to a questionnaire sent to CEOs in 2023, and again in a series of one-to-one CEO interviews conducted between 2023 and 2025 at HEC Montreal. In each chapter, we make a number of practical recommendations that we believe will be useful for the media managers and help them in their day-to-day work. Readers can jump directly to the chapter describing the challenge they seek to better understand.