Mastering the New Media Landscape: Embrace the Micromedia Mindset

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.

Table of Contents

Chapter 1 Welcome to the Age of Micromedia
Chapter 2 Technology Gives Rise to New Rules of Communication
Chapter 3 Understanding the Opportunities in Micromedia
Chapter 4 Earned, Rented, and Owned—Better Together
Chapter 5 Discoverability and the Future of Marketing
Chapter 6 Online Brand Audit: Getting Your Owned Media Infrastructure in Shape
Chapter 7 Blogs, Bylines, and Killer Content: What You Can Learn from Traditional Media
Chapter 8 The Power of Rented Media
Chapter 9 Getting the Most Out of Rented Media
Chapter 10 Why Traditional, Earned Media Still Packs a Punch
Chapter 11 Take the Stage: Launch a Speaking Career
Chapter 12 Futureproof Your Media Strategy