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.
“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.”
bestselling author of ten books including The New Rules of Marketing and PR, now in 25 languages from Arabic to Vietnamese
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either/or but rather a fully integrated approach that leverages the power of a new framework – one that goes beyond the out-of-date social vs. traditional media discussion to define three areas of focus – earned, rented and owned media.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!
“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!”
#1 New York Times bestselling author, StrengthsFinder 2.0 and Are You Fully Charged?
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.
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.
“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.”
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.”
New York Times bestselling author of The Noticer and The Traveler’s Gift
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.
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