On Message
Subtitle: Precision Communication for the Digital Age
By: Theo Theobald
Edition: 1st edition.
Publisher: Kogan Page, Limited
Published: 2013
Language: eng
ISBN-13: 9780749464875; 9780749464882
Subjects: Business communication; Online social networks
Table of contents: title: Acknowledgements; title: Introduction; title: The digital landscape; title: How did we get here?; title: This is new media; title: Lessons from the past; title: What are we up against?; title: Guiding principles; title: All about stickiness; title: How to get stickier; title: Thoughts about blogging; title: Understanding customers; title: Building a brand to deliver better messages; title: Segmenting an audience; title: Developing relevance via marketing and sales; title: The nuts and bolts of better writing; title: Gathering content; title: Developing the message; title: How to write better copy; title: How to edit existing copy; title: Advanced technique; title: Crossing boundaries and going global; title: Expanding creative horizons; title: Storytelling; title: Revision, consolidation and the way forward.