Media strategies : managing content, platforms and relationships /
Johnston, Jane, 1961-
Media strategies : managing content, platforms and relationships / Jane Johnston & Katie Rowney. - Abingdon, Oxon : Routledge, 2020. - viii, 333 p. : ill.
Reprint. Originally published: 2018.
Includes bibliographical references (p. 305-325) and index.
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.
This book maps the media environment for the communication professional and provides the tools and methods to work effectively within it. The 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. The book includes examples from around the world, from corporate, political, government, not-for-profit and activist communication and public relations practice.--
9781760295196 (pbk.) 1760295191 (pbk.)
Internet marketing.
Internet in public relations.
Digital media.
HM851 / .J645 2020
Media strategies : managing content, platforms and relationships / Jane Johnston & Katie Rowney. - Abingdon, Oxon : Routledge, 2020. - viii, 333 p. : ill.
Reprint. Originally published: 2018.
Includes bibliographical references (p. 305-325) and index.
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.
This book maps the media environment for the communication professional and provides the tools and methods to work effectively within it. The 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. The book includes examples from around the world, from corporate, political, government, not-for-profit and activist communication and public relations practice.--
9781760295196 (pbk.) 1760295191 (pbk.)
Internet marketing.
Internet in public relations.
Digital media.
HM851 / .J645 2020