Mastering the new media landscape Embrace the micromedia mindset

Barbara Cave Henricks

eAudio - 2016

The New Way to Get Noticed. The giant brands that once dominated the media landscape - Oprah, the New York Times, NPR, CNN - have seen their monopoly on public attention smashed by the Internet and now find themselves competing with individuals and brands in a sea of micromedia: websites, social media, blogs, podcasts, and more. Ace publicists and marketers Barbara Cave Henricks and Rusty Shelton show that to navigate through this modern terrain, you need to think more like a media executive tha...n a marketer. The key lies in mastering three crucial categories of media - earned, owned, and rented - and knowing how to integrate each for maximum success. By using this proven strategy, you can create a positive feedback loop that will generate massive momentum and grow a large, loyal audience for your message.

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Online Access
Instantly available on hoopla.
Cover image
Published
[United States] : Berrett-Koehler Publishers 2016.
Edition
Unabridged
Language
English
Physical Description
1 online resource (1 audio file (240 min.)) : digital
Format
Mode of access: World Wide Web.
ISBN
9781626568327
1626568324
Access
AVAILABLE FOR USE ONLY BY IOWA CITY AND RESIDENTS OF THE CONTRACTING GOVERNMENTS OF JOHNSON COUNTY, UNIVERSITY HEIGHTS, HILLS, AND LONE TREE (IA).
Main Author
Barbara Cave Henricks (author)
Corporate Author
hoopla digital (-)
Other Authors
Rusty Shelton (author)
Review by Publisher Summary 1

The New Way to Get Noticed The giant brands that once dominated the media landscape—Oprah, the New York Times, NPR, CNN—have seen their monopoly on public attention smashed by the Internet and now find themselves competing with individuals and brands in a sea of micromedia: websites, social media, blogs, podcasts, and more. Ace publicists and marketers Barbara Cave Henricks and Rusty Shelton show that to navigate through this modern terrain, you need to think more like a media executive than a marketer. The key lies in mastering three crucial categories of media—earned, owned, and rented—and knowing how to integrate each for maximum success. By using this proven strategy, you can create a positive feedback loop that will generate massive momentum and grow a large, loyal audience for your message.