Mastering the New Media Landscape Embrace the Micromedia Mindset [Paperback]

The New Way to Get Noticed


The giant brands that once dominated the media landscape—Oprah, theNew 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.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“ReadingMastering the New Media Landscapeis a bit like having your two smartest friends take their time and patiently catch you up on everything that you’ve been missing. The online world has changed the media world, and it’s not too late to catch up.”
—Seth Godin, author of Purple Cow 

“In the old days, the only viable way to generate attention for you or your business was to buy it (adverl£ª