The media industry is having to become increasingly more nimble, not just in terms of managing talent but also in addressing the demands and opportunities brought about through advances in new technology and social media. There has tended to be a view held in some quarters that, given the uniqueness and the nuance of some media businesses, they could be excused from adopting standard business practice. This assumption is not always correct and there is sound evidence to suggest that well structured programmes of coaching and mentoring will enable these businesses and their executives, to operate with enhanced purpose and efficiency, allowing them to realise their full potential.