Mastering the New Media Landscape
Embrace the Micromedia Mindset
By Barbara Cave Henricks, Rusty Shelton
Publisher: Berrett-Koehler Publishers
Final Release Date: March 2016
Pages: 192

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.

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