Mastering the New Media Landscape (Paperback)

Embrace the Micromedia Mindset

By Barbara Cave Henricks, Rusty Shelton

Berrett-Koehler Publishers, 9781626565807, 192pp.

Publication Date: March 7, 2016

List Price: 17.95*
* Individual store prices may vary.


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.

About the Author

Barbara Cave Henricks, founder and president of Cave Henricks Communications, has spearheaded campaigns for some of the biggest names in business today, including Jack Welch, Tom Rath, Larry Bossidy, Ram Charan, John Bogle, Maria Bartiromo, and Marcus Buckingham. Rusty Shelton, founder and CEO of Shelton Interactive, has led digital strategy for more than thirty New York Times and Wall Street Journal bestsellers.