Mastering the new media landscape : embrace the micromedia mindset / Barbara Cave Henricks, Rusty Shelton.

Format:

Book

Author/Creator:

Henricks, Barbara Cave, author.

Shelton, Rusty, author.

Series:

BK business book.

BK business book

Gale eBooks

Language:

English

Subjects (All):

Internet in public relations.

Internet marketing.

Digital media.

Information technology--Social aspects.

Information technology.

Physical Description:

1 online resource (vi, 180 pages) : illustrations.

Place of Publication:

Oakland, CA : Berrett-Koehler Publishers, Inc., [2016]

Language Note:

English

Summary:

This book explores the concepts of so-called "micromedia" such as earned, rented, and owned media, and assists the reader in maximizing a presence in all of them in order to create momentum and grow a large, loyal audience for one's message.

Contents:

Cover; 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-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 StrategyNotes; Acknowledgments; Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; V; W; Y; About the Authors

Notes:

Includes index.

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781626565821

1626565821

9781626565814

1626565813

OCLC:

936201541