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Mastering the New Media Landscape: Embrace the Micromedia Mindset
The New Way to Get Noticed
The giant brands that once dominated the media landscape—Oprah, the New York Times , NPR, CNN—have seen their monopoly on public attention smashed by the Internet and now find themselves competing with individuals and brands in a sea of micromedia: websites, social media, blogs, podcasts, and more. Ace publicists and marketers Barbara Cave Henricks and Rusty Shelton show that to navigate through this modern terrain, you need to think more like a media executive than a marketer. The key lies in mastering three crucial categories of media—earned, owned, and rented—and knowing how to integrate each for maximum success. By using this proven strategy, you can create a positive feedback loop that will generate massive momentum and grow a large, loyal audience for your message.
The giant brands that once dominated the media landscape—Oprah, the New York Times , NPR, CNN—have seen their monopoly on public attention smashed by the Internet and now find themselves competing with individuals and brands in a sea of micromedia: websites, social media, blogs, podcasts, and more. Ace publicists and marketers Barbara Cave Henricks and Rusty Shelton show that to navigate through this modern terrain, you need to think more like a media executive than a marketer. The key lies in mastering three crucial categories of media—earned, owned, and rented—and knowing how to integrate each for maximum success. By using this proven strategy, you can create a positive feedback loop that will generate massive momentum and grow a large, loyal audience for your message.
192 pages, Paperback
First published March 7, 2016
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76 people want to read
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Displaying 1 - 6 of 6 reviews
February 5, 2018
It's incredibly unclear to me who the audience for this book is supposed to be. Regardless, I can only assume having read other books on digital marketing that I found very informative, that I am not a member of that audience. Everything prior to diving in to the book, including online descriptions, front/back covers, reviews, and quoted testimonials found within, makes the concepts seem universal in nature: The big players of traditional media are giving way (to an extent) to micromedia like blogs, podcasts, etc. Leveraging these media and others like them to find your own voice among the noise is a pretty common topic of books like this, and it's a topic that can be applied to the average person, a professional, or a business owner.
Once inside however, I found most of the content of the book to be strangely prioritized and even random at certain points. Many hypothetical scenarios are laid out involving getting a piece published in The New York Times, being interviewed on NPR, etc. There is a public relations slant throughout, which makes sense considering the authors' backgrounds, but the book is obsessed with you getting noticed by traditional journalists. There's absolutely nothing wrong with such prospects in and of themselves, but the book just can't help circling back to it constantly. If this book is geared towards published authors and other people of some celebrity, it should just come out and say so. Instead it seems to dance around building a strong connection with whoever its audience is, sporadically mentioning "your business" or "your blog", as if attempting to indicate that the information is relatable to more people than it actually is. The book is so unassertive in who it's intended for that it legitimately makes me wonder if it was by design.
I'm sure that comes off as harsh, and I'm just a grad student so what the hell do I know right? After a couple of quick searches, it seems I might be the only person on the internet that doesn't think this book is very good, so take it for what it's worth. Honestly though, I don't know how anyone can possibly reconcile an excerpt that recommends not using your dog as your profile pic with another that talks about how to stand out in the eyes of Forbes magazine and the like. I don't know how a great mind like Seth Godin can gush about how helpful this book is to him when there is at least one chapter that deems it necessary to convince the reader that Twitter is useful. Not a certain aspect of Twitter or some insight relating to it mind you. Just Twitter in general.
If you're in PR or you already have a pretty respectable online voice in whatever space you're in, you might find this incredibly helpful, and there are indeed some nuggets that can be applied in most cases. The earned/rented/owned media buckets are helpful and interesting, as is the differentiation between relationship building platforms and relationship maintenance ones. Overall though, it seems like a book with an incredibly narrow audience but marketed to an incredibly broad one.
Once inside however, I found most of the content of the book to be strangely prioritized and even random at certain points. Many hypothetical scenarios are laid out involving getting a piece published in The New York Times, being interviewed on NPR, etc. There is a public relations slant throughout, which makes sense considering the authors' backgrounds, but the book is obsessed with you getting noticed by traditional journalists. There's absolutely nothing wrong with such prospects in and of themselves, but the book just can't help circling back to it constantly. If this book is geared towards published authors and other people of some celebrity, it should just come out and say so. Instead it seems to dance around building a strong connection with whoever its audience is, sporadically mentioning "your business" or "your blog", as if attempting to indicate that the information is relatable to more people than it actually is. The book is so unassertive in who it's intended for that it legitimately makes me wonder if it was by design.
I'm sure that comes off as harsh, and I'm just a grad student so what the hell do I know right? After a couple of quick searches, it seems I might be the only person on the internet that doesn't think this book is very good, so take it for what it's worth. Honestly though, I don't know how anyone can possibly reconcile an excerpt that recommends not using your dog as your profile pic with another that talks about how to stand out in the eyes of Forbes magazine and the like. I don't know how a great mind like Seth Godin can gush about how helpful this book is to him when there is at least one chapter that deems it necessary to convince the reader that Twitter is useful. Not a certain aspect of Twitter or some insight relating to it mind you. Just Twitter in general.
If you're in PR or you already have a pretty respectable online voice in whatever space you're in, you might find this incredibly helpful, and there are indeed some nuggets that can be applied in most cases. The earned/rented/owned media buckets are helpful and interesting, as is the differentiation between relationship building platforms and relationship maintenance ones. Overall though, it seems like a book with an incredibly narrow audience but marketed to an incredibly broad one.
June 19, 2016
This book is invaluable to those just learning how to market their brand today. The authors support their argument that figuring out how to make your way in the micromedia with facts. Did you know that 25% of Americans will look at their smartphone in the first 15 minutes after they get up in the morning? It is usually about 30 minutes for me, but I'm not in my 20's anymore! Facebook, Twitter, Instagram, etc. are replacing the old media of network TV, newspapers, and radio.
I learned so much from this book that I think I will reread it!
I learned so much from this book that I think I will reread it!
June 28, 2020
Excellent book
I took pages of good notes to develop my online presence and strategy. The book was full of insights that I can implement immediately.
I took pages of good notes to develop my online presence and strategy. The book was full of insights that I can implement immediately.
March 27, 2016
This Book Teaches Current Insights from Seasoned PR Experts
When I want to learn a new skill or gain insight into a current situation, I look for the best expert and hang on their every word. In the area of book promotion and selling books and publicity, Barbara Cave Henricks and Rusty Shelton are two experts who I have watched their successful work for years. When I learned they had written MASTERING THE NEW MEDIA LANDSCAPE, I was eager to get this book and consume every page of it.
In straight-forward language, Cave Henricks and Shelton explain how successful marketing has changed in recent years. Today’s marketing landscape includes three categories which matter for your focus: rented, earned and owned media. Like a three-legged stool, promotion needs to encompass each area. For years, earned media was the only game in town like television, radio, or a review in the New York Times. As they explain on page 14, “The challenge with earned media is that it is extremely difficult to get.” Rented media is “a presence and content that you control but that lives on someone else’s platform or stage.” (also page 14). Examples of rented media are Facebook, twitter, LinkedIn, Instagram, etc. They are rented because as a user you do not control the platform and for any reason, they could disappear. Owned media is something you control like your blog or website (assuming it is on your own domain) and your email list. Because you own the media, you can make a direct connection to your target audience.
MASTERING THE NEW MEDIA LANDSCAPE is packed with current examples and specific how-to information. You will want to use your highlighter with this book and consume every detail, then take action to apply it to the successful marketing of your own products, services and brand.
As they explain in the opening chapter, “The key change we want to encourage you to make is to think of reaching an audience via earned or rented media, not just as the end goal but rather as crucial components of driving people to your owned media space, be it your website or email list, where you can extend that interaction for a much longer period of time.” (page 20)
Many authors and even some publishers and “PR experts” have a haphazard plan to embrace the changing media landscape. I highly recommend a careful and thorough reading then application of MASTERING THE NEW MEDIA LANDSCAPE.
When I want to learn a new skill or gain insight into a current situation, I look for the best expert and hang on their every word. In the area of book promotion and selling books and publicity, Barbara Cave Henricks and Rusty Shelton are two experts who I have watched their successful work for years. When I learned they had written MASTERING THE NEW MEDIA LANDSCAPE, I was eager to get this book and consume every page of it.
In straight-forward language, Cave Henricks and Shelton explain how successful marketing has changed in recent years. Today’s marketing landscape includes three categories which matter for your focus: rented, earned and owned media. Like a three-legged stool, promotion needs to encompass each area. For years, earned media was the only game in town like television, radio, or a review in the New York Times. As they explain on page 14, “The challenge with earned media is that it is extremely difficult to get.” Rented media is “a presence and content that you control but that lives on someone else’s platform or stage.” (also page 14). Examples of rented media are Facebook, twitter, LinkedIn, Instagram, etc. They are rented because as a user you do not control the platform and for any reason, they could disappear. Owned media is something you control like your blog or website (assuming it is on your own domain) and your email list. Because you own the media, you can make a direct connection to your target audience.
MASTERING THE NEW MEDIA LANDSCAPE is packed with current examples and specific how-to information. You will want to use your highlighter with this book and consume every detail, then take action to apply it to the successful marketing of your own products, services and brand.
As they explain in the opening chapter, “The key change we want to encourage you to make is to think of reaching an audience via earned or rented media, not just as the end goal but rather as crucial components of driving people to your owned media space, be it your website or email list, where you can extend that interaction for a much longer period of time.” (page 20)
Many authors and even some publishers and “PR experts” have a haphazard plan to embrace the changing media landscape. I highly recommend a careful and thorough reading then application of MASTERING THE NEW MEDIA LANDSCAPE.
August 12, 2016
This book is a must-read for authors and entrepreneurs who are looking to connect with readers and influencers. It will help them reach more readers and also create new opportunities in their businesses. I recommend it regularly to my author clients.
January 20, 2016
Terrific how-to for aspiring thought leaders
Displaying 1 - 6 of 6 reviews