| Description |
viii, 333 pages : illustrations, portraits ; 23 cm |
|
regular print |
| Contents |
1 Managing content, platforms and relationships in a transmedia environment -- 2 Media theories, concepts and ideas -- 3 Working with journalists and influencers -- 4 Social networks -- 5 Audiences, analytics and measuring outcomes -- 6 Media releases and centres -- 7 Media 'pressers', events and training -- 8 Visual content -- 9 Transmedia storytelling -- 10 Working with complex topics and experts -- 11 Law, regulation and ethics in media practice -- 12 Media in issues and crisis management -- References -- Index |
| Summary |
A guide to professional communications designed for today's fast-moving digital media environment. The authors identify the new skills and attributes needed to sustain a successful career in communications, while recognising the traditional skills which will continue to give the very best practitioners the edge. Media Strategies maps the complex and disruptive media environment for the communication professional and provides the tools and methods to work effectively within it. Increasingly, communication professionals need to be accomplished content managers, capable of employing an arsenal of multi-media tactics across different platforms. This book presents new and innovative approaches to media relations, brand journalism and content management, providing practitioners with the tools to creatively develop, share and deliver strategic media assets and ideas that cut through the cluttered digital environment. The authors also demonstrate that personal and traditional skills are as important as ever, including the ability to tell stories, create memorable media pitches, write and lay-out media materials, and develop credibility and trust in relationships. Media Strategies sets a new agenda for anyone seeking to build a career as a professional communicator. It includes examples from around the world from corporate, political, government, not for profit and activist communication and public relations practice |
| Analysis |
Australian |
| Bibliography |
Includes bibliographic references (pages 305-325) and index |
| Subject |
Public relations.
|
|
Mass media.
|
|
Communication.
|
|
Public relations -- Australia.
|
|
Mass media -- Australia.
|
|
Mass media and business -- Australia.
|
| Reading List |
ALR210 prescribed text 2024
|
| Author |
Rowney, Katie, author
|
| ISBN |
9781760295196 (paperback) |
|
