000 02211cam a2200289Ii 4500
001 on1224904553
003 OCoLC
007 ta
008 210505r20202018enka b 001 0 eng d
020 _a9781760295196 (pbk.)
020 _a1760295191 (pbk.)
035 _a(OCoLC)1224904553
050 _aHM851
_b.J645 2020
100 1 _aJohnston, Jane,
_d1961-
245 1 0 _aMedia strategies :
_bmanaging content, platforms and relationships /
_cJane Johnston & Katie Rowney.
260 _aAbingdon, Oxon :
_bRoutledge,
_c2020.
300 _aviii, 333 p. :
_bill.
500 _aReprint. Originally published: 2018.
504 _aIncludes bibliographical references (p. 305-325) and index.
505 0 _a1. 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.
520 _aThis 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.--
650 4 _aInternet marketing.
650 4 _aInternet in public relations.
650 4 _aDigital media.
700 1 _aRowney, Katie.
942 _2lcc
_cBK
999 _c2685
_d2685