Embrace the Micromedia Mindset
E-Book, Englisch, 192 Seiten
ISBN: 978-1-62656-582-1
Verlag: Berrett-Koehler Publishers
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)
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.
Autoren/Hrsg.
Weitere Infos & Material
1. Welcome to the Age of Micromedia
2. Technology Gives Rise to New Rules of Communication
3. Understanding the Opportunities in Micromedia
4. Earned, Rented, and Owned--Better Together
5. Discoverability and the Future of Marketing
6. Online Brand Audit: Getting Your Owned Media Infrastructure in Shape
7. Blogs, Bylines, and Killer Content: What You Can Learn from Traditional Media
8. The Power of Rented Media
9. Getting the Most Out of Rented Media
10. Why Traditional, Earned Media Still Packs a Punch
11. Take the Stage: Launch a Speaking Career
12. Futureproof Your Media Strategy
Notes
Acknowledgments
Index
About the Authors
