David Meerman Scott

Newsjacking (eBook, PDF)

How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage

• Format: PDF

Produktbeschreibung

IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA ATTENTION. The rules have changed. The traditional PR model--sticking closely to a preset script and campaign timeline--no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone's laboriously crafted narrative. Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field--literally anyone can newsjack--but, that new level favors players who are observant, quick to react, and skilled at communicating. It's a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends. In Newsjacking, marketing and PR expert and bestselling author David Meerman Scott offers a quick and punchy read that prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news. Newsjacking will provide you with: * Tools that you can use to monitor the news * Case studies and examples that demonstrate how to strike at the right time * Information on how to make your content available online for journalists to find * The potential risks of newsjacking * Keys to developing the real-time mindset required to succeed with the strategies presented in the book Newsjacking is powerful, but only when executed in real-time. It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 64
• Erscheinungstermin: 17. Juni 2013
• Englisch
• ISBN-13: 9781118252321
• Artikelnr.: 39048656

Autorenporträt

David Meerman Scott (Lexington, MA; WebInkNow.com; davidmeermanscott.com) is a marketing strategist, keynote speaker, seminar leader, and bestselling Wiley author. In his consulting work, David specializes in using online content to market and sell products and services to customers worldwide. His book, The New Rules of Marketing and PR spent six months on the BusinessWeek bestseller list and has been published in more than twenty languages. David's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers in real time.