The world of mass media, in which a few, prime national outlets controlled the messages we all saw and heard, has largely vanished. The giant boulders you once had to move to get coverage—Oprah, the New York Times, CNN—have been smashed by the Internet, supplanted (but not entirely replaced) by scores of pebbles: the websites, social media, blogs, podcasts, and more that ace publicists Barbara Cave Henricks and Rusty Shelton call micromedia. This new breed of outlets is key to capturing public attention.

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“In the old days, the only viable ways to generate attention for you or your business was to buy it (advertising) or beg for it (traditional public relations). Today, this is how most organizations still attempt to get noticed. Barbara and Rusty show you a better way – understanding the world of micromedia where everyone is a publisher.”

David Meerman Scott

bestselling author of ten books including The New Rules of Marketing and PR, now in 25 languages from Arabic to Vietnamese

A Letter to our readers

Thank you for your interest in our new book, Mastering the New Media Landscape!

We have spent our careers helping some of the world’s most influential authors, thought leaders and brands grow enormous platforms. It’s fun and rewarding work, but it has changed dramatically over the past decade as the media environment has gone from noisy to downright deafening.

With so much competition for your audience’s attention, how can you make sure your message is heard or even noticed? Should you focus on social media channels like Twitter, Facebook and Instagram or major traditional media like the New York Times or CNN? What about your own website or blog?

Although it may seem counter-intuitive, the answer isn’t either/or but rather a fully integrated approach that leverages the power of a new framework – one that goes beyond the out-of-date social vs. traditional media discussion to define three areas of focus – earned, rented and owned media.

In today’s media environment every brand and individual is a media outlet – whether they know it or not. To master the new media landscape you must transition from thinking like a marketer to thinking like a media executive.

We’re excited to show you how to do just that in our new book. We hope you enjoy it and we look forward to hearing your story soon!

- Rusty & Barbara

Mastering the New Media Landscape is 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, StrengthsFinder 2.0 and Are You Fully Charged?

Meet the authors

Barbara Cave Henricks

Barbara Cave Henricks is president of Cave Henricks Communications. She has spearheaded campaigns for some of the biggest names in business today including Jack Welch, Tom Rath, Ram Charan, Larry Bossidy, Maria Bartiromo, and Marcus Buckingham.   A former journalist at NBC, Henricks has represented over 40 bestsellers during her publishing career.

Connect with Barbara:

Barbara Cave Henricks


Rusty Shelton first spoke at Harvard on the changing world of PR and marketing at the age of 23. Today, as CEO of Shelton Interactive, he leads one of the country’s fastest-growing digital marketing and PR agencies. Founded in 2010, Shelton Interactive features a unique and forward-thinking communications model that integrates PR, social media, graphic design, website development and SEO—services that are normally handled by multiple agencies—under one roof.

Connect with Rusty:


“Having an important message means nothing, if nobody notices or cares. 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



Barabara's Blog Posts

A Decade in the Stacks
2016: A Few of Our Favorite Things
7 PR Questions Every Author Should Ask
Business Book Reviews in 2016

Rusty's Blog Posts

Gordon Ramsay’s Recipe For Success: Be More of Yourself
Happy 5th Birthday, Zilker Media ~ Here’s What Mattered Most 5 Years In
Charity Golf + Macallan 12 = A Lesson in Lead Generation
Happy Birthday, Zilker Media! (3 Things I’m Thankful for 4 Years In)

“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

Work with us

Ready to take the next step in building your platform? Contact Barbara and Rusty to inquire about workshops, advice, or working with their amazing teams.

Contact Barbara Contact Rusty


“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

Proteus founder, business thinker and author of the new book, Be Bad First

“These authors explain PR and media strategies to get attention you own rather than rent. It’s a futureproof, long term view how to master a new media views.”

Ryan Holiday

author of Trust Me I’m Lying and Growth Hacker Marketing

“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, author of Overconnected: The Promise and Threat of the Internet

“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 and Mather Worldwide, Former Undersecretary of State for Public Diplomacy & Public Affairs

“The emergence of Micromedia has changed the game for anyone 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 Lady Gaga Turns Followers into Fanatics

“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, cofounder of the Customer Experience Professionals  Association

“Barbara and Rusty have written a treasure map to a best seller. Study it. Follow it. Then watch your book soar!”

Jill Griffin

Harvard “Working Knowledge” Author, author of Earn Your Seat on a Corporate Board

“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

“In a fast-changing media milieu, this book provides a sure-footed blueprint for success.”

Julie Silver, MD

award-winning author, successful entrepreneur and the Associated Chair for Strategic Initiatives in the Department of Physical Medicine and Rehabilitation at Harvard Medical School

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

“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, the new emerging micromedia, have now changed the communication landscape forever. I have seen Barbara Cave Henricks become a PR standout. Barbara and Rusty Shelton light up the complex, multi-faceted, 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 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 about doing.”

Rodger Dean Duncan

bestselling author of CHANGE-friendly LEADERSHIP

“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 Southwestern Consulting and New York Times bestselling author of Take the Stairs