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<P>The giant brands that once dominated the media landscape 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. </P>

Mastering the New Media Landscape

12th+

MASTERING THE NEW MEDIA LANDSCAPE

Duration

Duration Unit Of Measure

Transaction Type

Front Cover.
Other Frontmatter.
Title Page.
Copyright Page.
Dedication.
Contents.
Introduction.
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&#x2014;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.
Front Cover.
Other Frontmatter.
Title Page.
Copyright Page.
Dedication.
Contents.
Introduction.
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&#x2014;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.

Mastering the New Media Landscape.css-1p8rvzy{position:absolute;padding-left:8px;}

Mastering the New Media Landscape