Media Rules! : Mastering Today's Technology to Connect with and Keep Your Audience

by Reich, Brian; Solomon, Dan

• ISBN13: 9780470108888
• ISBN10: 0470108886
• Format: Hardcover
• Copyright: 2007-12-04
• Publisher: Wiley

Summary

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.

Author Biography

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.

Table of Contents

Foreword	p. vii
Acknowledgments	p. xi
Introduction	p. xv
The Media That Matters	p. 1
Translating Transition	p. 21
Be All Things	p. 29
Be Organic	p. 39
Be a Guide	p. 51
Be Choosy	p. 67
Be a Fighter	p. 81
Be an Expert	p. 95
Be Part of the Best Team	p. 109
Be Ahead of Your Audiences	p. 127
Be Second to Your Competitors	p. 139
Be Fresh	p. 149
Be Geographically Relevant	p. 161
Be a Public Failure	p. 173
Be Connected and Coordinated	p. 183
Be a Steward	p. 195
Be Measurable	p. 205
Notes	p. 209
Bibliography	p. 217
Index	p. 221
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