Media strategies : managing content, platforms and relationships / Jane Johnston & Katie Rowney.  (Text) (Text)

Johnston, Jane, 1961-
Rowney, Katie
Call no.: HM851 .J645 2020Publication: Abingdon, Oxon : Routledge, 2020Description: viii, 333 p. : illNotes: Reprint. Originally published: 2018.ISBN: 9781760295196 (pbk.); 1760295191 (pbk.)Subject(s): Digital mediaInternet in public relationsInternet marketingLOC classification: HM851 | .J645 2020
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.
Summary: 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.--
แสดงรายการนี้ใน: TUJC-New Book-202106-01
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Book Book Faculty of Journalism and Mass Communication Library
General Books General Stacks HM851 .J645 2020 (เรียกดูชั้นหนังสือ) พร้อมให้บริการ
31379016076763
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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.--

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