Mastering the New Media Landscape (Audio)

Embrace the Micromedia Mindset

Barbara Henricks (Author) | Rusty Shelton (Author)

Publication date: 03/01/2016

Mastering the New Media Landscape (Audio)
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.

Read more and meet author below



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Overview

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.

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Meet the Authors


Visit Author Page - Barbara Henricks

Barbara Cave Henricks is President of Cave Henricks Communications, a public relations firm specifically created to serve books and authors. Founded in 2006, the firm represents about 25 titles and authors a year, working with bestsellers and thought leaders around the globe.

A former journalist at NBC Radio, Henricks moved to Manhattan and into publishing in 1989, landing a position in the publicity department at Workman, a smaller publisher which grew to fame with its innovative packaging, and design. She moved to Houghton Mifflin Company and she spent six years as the associate director of publicity, handling a prestigious list of nonfiction titles by authors such as Vice President Al Gore, astronaut James Lovell, Pulitzer Prize winners Tracy Kidder and Buzz Bissinger, poet Diane Ackerman, novelists Ethan Canin and Amy Ephron. In 1996, she joined Goldberg McDuffie Communications and in 2000, helped create and lead the company's new division, Goldberg McDuffie Business, where she served as Vice President.

Henricks has spearheaded campaigns for some of the biggest business names in business today including Jack Welch (Jack: Straight from the Gut), Larry Bossidy and Ram Charan (Execution and Confronting Reality),Vanguard founder John Bogle (The Battle for the Soul of Capitalism), Tom Rath (StrengthsFinder 2.0.) Marcus Buckingham (First, Break All the Rules), Maria Bartiromo (Use the News), and Clay Christensen (The Innovator's DNA)

She has worked with a number of corporate clients including Gallup, McKinsey & Company, Mercer Consulting, Honeywell, Ernst & Young, The Boston Consulting Group, PricewaterhouseCoopers, Goldman Sachs, The Financial Times, and J.D. Power and Associates. In addition, she has partnered with most of the major publishers including HarperCollins, Hyperion, Simon & Schuster, Random House, Currency/Doubleday, Penguin, Harvard Business ReviewPress, Warner Books, Thomas Nelson, Yale University Press, and Jossey-Bass.

Barbara speaks and presents on the media and public relations at events around the country including the Texas Writers Conference, The 800 CEO Read Author Pow-Wow, and notably in 2012, with her business partner Rusty Shelton, at SXSW interative. She has been featured in The Atlantic, Forbes, Publishers Weekly, The New York Sun and on several radio stations around the country.

A graduate of Indiana University, she lives in Austin, Texas with her husband, artist Michael McDougal, and three children.



Visit Author Page - Rusty Shelton

Rusty Shelton first spoke at Harvard on the changing world of PR and marketing at the age of 23.

Today, as Founder and CEO of Shelton Interactive, he works alongside the company's clients to start conversations that matter by providing on-target vision in an often-confusing new media environment. Founded in 2010, Shelton Interactive is a full-service digital agency that integrates design, social media, website development and PR--services that are normally handled by multiple agencies--under one roof.

In 2014 Shelton Interactive landed on the Austin Business Journal's Fast 50 List, which ranks companies in the Austin area based on three-year revenue growth. The company was ranked #15 in the under $10 Million category.

In addition to working with leading businesses and brands in Austin, Texas, and beyond - Amazon, Kellogg School of Management, Chicken Soup for the Soul, Harvard Medical School and others - Shelton Interactive led digital strategy for some of the biggest bestsellers of the past few years, including The One Thing, by Gary Keller and Jay Papasan, The Confidence Code, by Claire Shipman and Katty Kay, Big Data, by Kenneth Cukier and Viktor Mayer-Schonberger, One Thousand Gifts, by Ann Voskamp, Take the Stairs, by Rory Vaden, How The World Sees You, by Sally Hogshead, Eat Move Sleep, by Tom Rath, Winning From Within, by Erica Ariel Fox, Anything by Jennie Allen and many, many others.

Shelton Interactive is also proud to have a strategic partnership with the leading business book and nonfiction PR firm in the country, Cave Henricks Communications.

An NSA speaker, Rusty speaks regularly around the country on the changing world of public relations, including speaking at SXSW Interactive in 2012 on the topic of "Discoverability and the Future of PR." In addition, he has been a faculty member at the Harvard Medical School Department of Continuing Education's Publishing Course for the past 10 years.

His perspective on branding, digital marketing and the changing world of PR have been included in coverage from numerous top media outlets, including BBC, Forbes, Austin American-Statesman and many others.

Prior to founding Shelton Interactive, Rusty started his career right out of college with a leading book publicity agency where he became the managing director at the age of 26. He left the firm in early 2010, but during Shelton's three years as managing director, he oversaw campaigns for more than half of the firm's 30 bestsellers.

An avid Texas Longhorns fan, he sits on the University of Texas Texas Exes PR Committee, where he leads the subcommittee on digital strategy. He is also a proud member of Entrepreneurs' Organization (EO) in Austin.

He lives just west of Austin with his wife, Paige, two young sons, Luke & Brady and their very rowdy young black lab, Charlie.

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Endorsements

“Reading Mastering the New Media Landscape is 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 (advertising) or beg for it (traditional public relations). Barbara and Rusty show you a better way—understanding the world of micromedia, where everyone is a publisher.”
—David Meerman Scott, bestselling author of The New Rules of Marketing and PR

“An incredibly smart and informative work. If you are aiming to broaden your influence, start here—it will change the way you influence others for years to come!”
—Tom Rath, #1 New York Times bestselling author of StrengthsFinder 2.0 and Are You Fully Charged?

“If you want to grow your audience in today's distracted and overcrowded world, read this book. Rusty and Barbara show you how to fascinate your audience.”
—Sally Hogshead, New York Times bestselling author and creator of the Fascinate System

“Rusty and Barbara offer compelling, clear advice for approaching what seems to be an increasingly complicated media world. 
Mastering the New Media Landscape is an indispensable tool for anyone with a story to tell.”
—Andy Andrews, New York Times bestselling author of The Noticer and The Traveler's Gift

“The authors explain PR and media strategies to get attention you
own rather than rent. It's a futureproof, long-term view of how to master new media views.”
—Ryan Holiday, author of Trust Me, I'm Lying and Growth Hacker Marketing

“In a fast-changing media milieu, this book provides a sure-footed blueprint for success.”
—Julie Silver, MD, award-winning author, successful entrepreneur, and Associate Chair for Strategic Initiatives, Department of Physical Medicine and Rehabilitation, Harvard Medical School

“As a business practitioner, and having led an integrated communication company, I found the allocation of media budgets a major key to achieving success. The force of PR has been growing and growing. Now, PR skills play beautifully on the new media front. Social media and the new emerging micromedia have changed the communication landscape forever. I have seen Barbara Cave Henricks become a PR standout. Barbara and Rusty Shelton light up the complex, multifaceted, but oh-so-critical new media world. It's not just about being interesting—it's about the new way to get results.”
—Peter Georgescu, Chairman Emeritus, Young & Rubicam

“If you want to grow your platform in today's media environment, this book is a must-read. Rusty and Barbara are truly two of the world's best when it comes to marketing and PR. Thankfully, they've created a go-to guide that walks you through each step of the process. Highly recommended!”
—Robert D. Smith, artist manager and author of 20,000 Days and Counting

“This book provides an excellent, easy-to-understand framework for building your brand using fast-changing new media platforms.”
—Jill Totenberg, CEO, The Totenberg Group

“The emergence of micromedia has changed the game for those promoting their company, products, or brand. With this brilliant new book, Barbara Cave Henricks and Rusty Shelton expertly explain how to navigate the new media rules and grow your audience from the ground up.”
—Jackie Huba, author of three books on customer loyalty, including Monster Loyalty

“How to create the magnetic pull that builds your business! Put this book on
top of your business reading list to learn how to show up humanly and authentically as the value-added thought leader. The way you communicate in the media world today is part of what compels people to want to be in touch and do business with you.”
—Jeanne Bliss, author of “I Love You More Than My Dog” and cofounder of the Customer Experience Professionals Association

“The world of media is constantly changing, and Rusty and Barbara are on the forefront of it all. This book will help you stay relevant and knowledgeable about the future. It may help you stay in business.”
—Rory Vaden, cofounder of Southwestern Consulting and New York Times bestselling author of Take the Stairs

“Read this book. It holds the precious gift of both context and clarity in an ever re-interpreted world of media.”
—Charlotte Beers, former Chairman and CEO, Ogilvy & Mather Worldwide, and former Under Secretary of State for Public Diplomacy and Public Affairs

“This book is a vitamin-packed feast for anyone who's serious about building a brand or promoting a cause. You want to be discoverable? This book shows you how. You want to create an army of engaged followers? This is your guide. You want to get maximum impact from earned media, rented media, and owned media? This is your instruction manual.
Mastering the New Media Landscape is not just a book title. It's what people who want to make a difference must be busy doing.”
—Rodger Dean Duncan, bestselling author of Change-Friendly Leadership

“Two of the best media minds today have created a simple, elegant model for the new micromedia world. Beyond concept, Barbara and Rusty show us how to utilize tested strategies for building and strengthening our own media platforms rather than depending on the elusive dictates of the traditional gatekeepers.”
—Ray Bard, Publisher, Bard Press, publisher of The One Thing

“Anyone wanting to get a message out into the world will benefit enormously from reading Barbara and Rusty's book. Fast-moving and engaging, it provides tons of insight into what's happening today in publicity and marketing and how to take best advantage of all the possibilities available in this new media world.”
—Erika Andersen, founder of Proteus, business thinker, and author of the new book Be Bad First

“The best way for businesses and individuals to learn how to successfully promote their products and ideas is to be educated by pragmatists who are engaged in the process every day. Barbara and Rusty have written a wonderful and extremely useful book on how to deal with the three dimensions of micromedia—earned, rented, and owned. They explain how to leverage each dimension to gain the best return.”
—Bill Davidow, Silicon Valley pioneer and author of Overconnected

“Barbara and Rusty have written a treasure map to a bestseller. Study it. Follow it. Then watch your book soar!”
—Jill Griffin, author at Harvard's Working Knowledge, and author of Earn Your Seat on a Corporate Board

“The challenge facing us all is this: how do we stand out and stay relevant in the mostly disruptive and massively distracting world of micromedia? Mastering the New Media Landscape gives you the answers.”
—Matthew E. May, author of The Laws of Subtraction

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