Mastering the New Media Landscape ─ Embrace the Micromedia Mindset

The world of mass media, in which a few, prime national outlets controlled the messages we all see and hear, has largely vanished. The giant boulders you once had to move to get coverage—Oprah, theNew York Times, CNN—have been smashed by the Internet, supplanted (but not entirely replaced) by scores of pebbles: the web sites, social media, blogs, podcasts and more that ace publicists Barbara Cave Henricks and Rusty Shelton call micromedia. They're a lot easier to move—you can even become one of them—but you have to know how.

With so much competition for attention, anyone with a story to tell these days needs to think more like a media executive than a marketer—you're not selling yourself, you're making yourself valuable. Henricks and Shelton show how you can use micromedia to build a compelling direct channel to your audience that you own and control. They offer tips for making the best use of prime micromedia sites controlled by influential companies or powerful influencers like LinkedIn, Twitter, Facebook, Instagram, Snapchat, YouTube, and the top blogs, podcasts, and video hubs your audience visits. And they explain how micromedia success can help you get the attention of the still powerful remnants of the mass media.

Barbara Cave Henricks, founder and president of Cave Henricks Communications, has spearheaded campaigns for some of the biggest names in business today, including Jack Welch, Tom Rath, Larry Bossidy, Ram Charan, John Bogle, Maria Bartiromo, and Marcus Buckingham.


Rusty Shelton, founder and CEO of Shelton Interactive, has led digital strategy for more than thirty New York Times and Wall Street Journal bestsellers.