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…mehr
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.
Barbara Cave Henricks, founder and president of Cave Henricks Communications, has spearheaded campaigns for some of the biggest names in business today, including Jack Welch, Tom Rath, Larry Bossidy, Ram Charan, John Bogle, Maria Bartiromo, and Marcus Buckingham. Rusty Shelton, cofounder and chairman of Zilker Media, is an active keynote speaker, entrepreneur, and author of several books.
Inhaltsangabe
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
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
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