Mastering the New Media Landscape

The world of mass media, in which a few, prime national outlets controlled the messages we all saw and heard, has largely vanished. The giant boulders you once had to move to get coverage—Oprah, the New York Times, CNN—have been smashed by the Internet, supplanted (but not entirely replaced) by scores of pebbles: the websites, social media, blogs, podcasts, and more that ace publicists Barbara Cave Henricks and Rusty Shelton call micromedia. This new breed of outlets is key to capturing public attention.

Henricks and Shelton show that to get that attention, you must think more like a media executive than a marketer—because these days it’s not about selling yourself; it’s about making yourself valuable. This will help you with earned media, where you have to work to persuade someone—an editor, a producer, a web master—to let you in. It will draw followers to your rented media—places like Facebook and LinkedIn, where you can get on easily but where someone else makes the rules. And it is vital for building up what the authors argue is the most important media of all: owned media, the personal website and email list that you control.

Earned, rented, and owned media all influence and cross-fertilize each other. So with Henricks and Shelton’s help, by maximizing your presence in all of them, you can create a positive feedback loop that will continue to create massive momentum and grow a large, loyal audience for your message.

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