TY  - BOOK
AU  - Johnston,Jane
AU  - Rowney,Katie
TI  - Media strategies: managing content, platforms and relationships 
SN  - 9781760295196 (pbk.)
AV  - HM851 .J645 2020
PY  - 2020///
CY  - Abingdon, Oxon
PB  - Routledge
KW  - Internet marketing
KW  - Internet in public relations
KW  - Digital media
N1  - 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
N2  - 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.--
ER  -