Media Rules!: Mastering Today's Technology to Connect With and Keep Your Audience
When it comes to communicating with an ever-evolving audience, today's organization has more than enough tools to get the job done—blogs, podcasts, social networks, search advertising, and much more. Yet the combination of rapid technological innovation and continuous social shifts have left many organizations—from the largest corporation to the smallest nonprofit—struggling to stay focused and execute their ideas.Throughout their professional careers, 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 and overcoming its many challenges.Written in an engaging and accessible style, this reliable resource skillfully discusses what it takes for today's business leader and entrepreneur to survive and thrive in the new communications universe. With this book as your guide, you'll quickly learn how to view everything you do as an organization through three broad lenses: everything is fragmented and blurred, small things can gain great attention, and we are all connected. Along the way, you'll also discover how to distinguish yourself from the competition by finding new ways to operate, creating new models to better serve your audience, and harnessing the full potential that technology provides.It doesn't matter whether you're in the business of disseminating information, developing experiences, or producing products, this book will prepare you to:Lead your organization and respond to today's challenges with a strategy that ensures successLeverage the new tools needed to navigate your organization during periods of transitionProperly position your organization to tap into new marketsAnd much moreEvery theory, thought, and idea outlined in this book mirrors what authors Brian Reich and Dan Solomon do for their clients—and the organizations they lead—every day. Filled with in-depth insights, expert advice, and more than thirty-five interviews of business innovators familiar with the many facets of this field, Media Rules! offers a rare look at how you can effectively develop successful media-centric strategies and reveals real ways to implement them in your everyday business endeavors.