Media Strategies maps the complex and disruptive media environment for the communication professional and provides the tools and methods to work effectively within it.
Increasingly, communication professionals need to be accomplished content managers, capable of employing an arsenal of multi-media tactics across different platforms. This 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.
Media Strategies sets a new agenda for anyone seeking to build a career as a professional communicator. It includes examples from around the world, from corporate, political, government, not-for-profit and activist communication and public relations practice.
Table of 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
Jane Johnston is Associate Professor in the School of Communication and Arts at The University of Queensland. A former public relations practitioner and journalist, she is co-editor of Public Relations: Theory & Practice and author of Media Relations: Issues and Strategies.
Katie Rowney is a senior media officer at The University of Queensland, specialising in social media strategy. She has worked in communication and social media for the Queensland emergency services, and has more than a decade of journalism experience at media organisations including News Limited. She is currently completing a Masters in Writing, Editing and Publishing.
'The game has changed. Communications professionals should look to this as their guide when navigating a swiftly changing media landscape.' Ross Healy, Brand Social Media Specialist
'Media Strategies cuts through the hype to show how you can build your skills and excel as a communicator in both traditional media and the disruptive digital media platforms.' Elissa Trezia, Financial Technology PR Executive, Indonesia
'An excellent guide to the complex media landscape.' Catherine Archer, Academic Chair, Strategic Communication, Murdoch University