Think like a producer
Learn how to do everything, or know someone who does.
Tap into the other experts in your media department. They may be people outside of your chain of command. They may even be in another office of your company. When asked for help, people are generally flattered and will go out of their way to assist in solving your problem.
Keep the big picture in mind: develop a true understanding of all media from a management standpoint and know someone who is an expert in each.
If there is no expert in your company, find someone willing to learn it, or learn it yourself. This includes TV, radio, newspapers, OOH, magazines, web, search, WOM, guerilla and emerging technologies like web video, VOD, third screen, UGM, podcasting and blogs, as well as user-generated advertising, RSS, advergaming, social networks and virtual worlds.
