Authors Brian Reich and Dan Solomon have seen how changes in both technology and society can affect the communications and operations of an organization. Now, with Media Rules!, they provide you with a framework for understanding this dynamic world. It doesn't matter whether you're in the business of disseminating information or producing products, this book will prepare you to distinguish yourself from the competition by creating new models to better serve your audience and harnessing the full potential that technology provides.
Autorentext
Brian Reich is Director of New Media for Cone, Inc., a brand strategy and communications agency that creates stakeholder loyalty and long-term relationships through cause branding and corporate responsibility, marketing, public relations, and issues and crisis management initiatives. He has spent much of his life working with political organizations, helping to direct dozens of campaigns across the country.
Dan Solomon is CEO of Virilion, a full-service interactive agency with offices in Austin, Boston, Chicago, Washington, DC, and Los Angeles. The firm's work on behalf of clients has been recognized with awards from PR Week, PR News, the Public Affairs Council, the Ad Club of Greater Washington, and the South by Southwest Festival, among others. Prior to joining Virilion, Solomon was publisher for nationaljournal.com.
Klappentext
Praise for Media Rules!
"Brian Reich and Dan Solomon have ground the lens that so many of us have been waiting for: a way to view and profit from the infusion of new communication media into our personal and professional lives. Comprehensive, yet eminently readable, I came away from reading Media Rules! feeling as though the fog on a highway had just lifted and I could resume driving at top speed."
Martin Kace, founder and President, EMPAX, and former CEO of Joe Boxer and Phat Fashions/Phat Farm
"The means of mass communication have always been owned by or controlled by governments or corporations. But that's not true anymore. Now, there is a new reality created by a horrible...beautiful accident. The smashup occurred at the intersection of digital technology and the Internet, and at the moment of impact, the means of mass communication fell out of the hands of the media elite and fell into the hands of, potentially, every person on the planet. Now, people can tell their own stories. This book helps you understand how."
Stephen Cassidy, Chief, Internet, Television, Radio and Image, UNICEF
"Everyone who consumes, creates, and cares about the messages that infuse our lives should read Media Rules! Reich and Solomon put the 'me' in media, and the 'media' in immediate. This stuff matters to us all, and it matters now. Read these Rules, and the authors will inspire you to join the conversation, syndicate your own knowledge, and work with a set of rules we all are shaping, every day."
Tucker Eskew, Founding Partner, ViaNovo, and former deputy assistant to the president and director of the White House Office of Global Communications
Inhalt
Foreword.
Acknowledgments.
Introduction.
Chapter 1 The Media That Matters.
Chapter 2 Translating Transition.
Chapter 3 Be All Things.
Chapter 4 Be Organic.
Chapter 5 Be a Guide.
Chapter 6 Be Choosy.
Chapter 7 Be a Fighter.
Chapter 8 Be an Expert.
Chapter 9 Be Part of the Best Team.
Chapter 10 Be Ahead of Your Audiences.
Chapter 11 Be Second to Your Competitors.
Chapter 12 Be Fresh.
Chapter 13 Be Geographically Relevant.
Chapter 14 Be a Public Failure.
Chapter 15 Be Connected and Coordinated.
Chapter 16 Be a Steward.
Chapter 17 Be Measurable.
Notes.
Bibliography.
Index.