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Making News in the Digital Era Paperback – September 11, 2009

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Making News in the Digital Era + Media Magnetism: How to Attract the Favorable Publicity You Want and Deserve + Strategic Communications Planning for Effective Public Relations and Marketing
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Product Details

  • Paperback: 188 pages
  • Publisher: (September 11, 2009)
  • Language: English
  • ISBN-10: 1440153078
  • ISBN-13: 978-1440153075
  • Product Dimensions: 0.4 x 8.4 x 5.4 inches
  • Shipping Weight: 8.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #1,349,320 in Books (See Top 100 in Books)

More About the Author

DAVID E. HENDERSON is an accomplished author, communications and crisis strategist, lecturer and award-winning former CBS Network News correspondent. He lives near Washington, D.C.

He is president and owner of News Strategies LLC, a new kind of communications consulting firm - committed to helping CEOs and top executives transform their businesses and organizations.

Working with clients, David skillfully uses results-focused communications, harnesses the influential power of the Internet, and builds practical methods for engagement and awareness before the news media and audiences. The firm is based in Washington, DC, with European representation in the U.K.

David has extensive credentials in the fields of journalism, corporate and crisis communications, image and reputation management, online technology, and media outreach.

A blogger since 2003 and online publisher since 1999, David is co-founder and publisher of BoomerCafé™ - the Internet's oldest and most popular online creative writing project for baby boomers with active lifestyles. His personal blog - - focuses on trends in the fields of communications, brand management and the media.

He regularly lectures at communications and media relations workshops in the U.S. and Europe.

Customer Reviews

4.8 out of 5 stars
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This is a must read for every senior business leader out there.
Michael Figliuolo
David Henderson's new book, "Making News in the Digital Era", makes sense of all the modern digital tools of communication.
Edward L. Lallo
I have to admit that my highlighter pen did some serious overtime while reading this book.
Kathleen Holmlund

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Gigi Alford on October 25, 2011
Format: Paperback
Professionals and students, read this book to figure out how to give your organization a voice in the crowded, changing information ecosphere.

"Making News in the Digital Era" acts as a reference manual but reads like a collection of short stories. It's a manifesto about the growing importance of certain principles - transparency, openness, credibility, and building relationships - and a warning of the perils of not practicing them.

Communication professionals have heard it before. We think we know this stuff. So then why do we struggle to implement it?

Henderson explains some of the psychology behind the factors that create the wide gap between what works and what we're doing.

Read ONLY if you are ready to look in the mirror...

Part 1, "Torrents of Change," is about discovering innovations and authenticity. The chapters guide readers through the organic changes taking place and make the case that emerging technologies offer an organization new opportunities to become a more genuine version of itself. On the other hand, the chapters warn, if an organization does not innovate or heed advice to more toward transparency and openness it gets left behind in the movement toward credibility and relationship building.

Part 2, "Get in the Game. Make a Difference," is about surveying and fitting into the new media landscape. It encourages taking both value-driven and values-driven approaches in determining where to invest an organization's time and resources, with prime examples of do's and don'ts. How have communication strategists, both in-house and outside consultants, achieved success in strong messaging? Henderson gives several compelling examples.

Part 3, "Reaching. Engaging.
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1 of 1 people found the following review helpful By Bob Ledrew on November 21, 2010
Format: Paperback
David Henderson is, like so many of us in the public relations business, a former journalist. You can tell that by looking at the blurbs from former CBS newsman Dan Rather and ABC's Greg Dobbs on the back of his book Making News in the Digital Era, which was published in 2009 by iUniverse.

This points to the fact that Henderson first thought of his job as a PR guy to be about media. Once upon a time, that would have made perfect good sense. When the main way to reach an audience was through the media, journalists were naturals to move to PR, since they had newsroom contacts and an understanding of newsroom culture.

But Henderson has seen that the changes social media has brought to light allow organizations to talk to audiences far more directly than ever before. A corollary to that fact is this: what allows organizations to speak to audiences directly also allows audiences to talk back, and to talk among themselves.

This 170-page book is one that ANYone interested in the practice of media relations or public relations today and into the future ought to have, for a number of reasons.

Henderson is an excellent writer. His sentences are well-constructed and his arguments are made logically and thoroughly. That makes the book useful.

The content is excellent too. He quotes from a number of top-shelf people from the world of business, not-for-profits, and from the public relations industry too (including Ottawa's own Kathryn Schwab, I was pleasantly surprised to see!)

The book is divided into three parts: "Torrents of Change"; "Get in the Game. Make a Difference"; and "Reaching. Engaging. Influencing.
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1 of 1 people found the following review helpful By Stephani Shelton on March 14, 2010
Format: Paperback
David Henderson is that increasingly rare independent PR guru who hasn't forgotten his newsperson roots. He totally understands how to tame the new media technology and without compromising those roots, will helps you understand it too. This slim, easy-to-read book contains everything you need to know about communicating successfully in our 24/7, social media-driven age. Forget the blast PR release, Henderson says. To connect with younger people especially, companies have to be a lot more honest and transparent - and much less self serving in their messages. And lest you forget --- he reiterates all the communication basics that are still at the heart of any class-act public relations campaign. So thorough is this book that Henderson risks putting himself out of a job, although he does point out early and often that most of the huge, corporate-owned PR agencies of the day remain clueless about how to strategize a media campaign in the age of Twitter followers and Facebook fans
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2 of 3 people found the following review helpful By Christine Cox on October 27, 2009
Format: Paperback
David Henderson gets it. So many folks out there in the media business are still cracking their skulls trying to figure out a way to make the 'old media ways' new again. Time and change have already proven it's not going to happen, and Henderson tells you why, begs his audience to give up, and to surrender to a brave new media world, where 'spin' is suspect and 'transparency' is the rule of the day. This book is not long, but it's packed with great advice for journalists, public relations professionals, and even folks in the advertising and marketing biz. In the new world of information technology, 'citizen journalists' are everywhere. There are those who see this as a bad thing, an affront to true journalism, to the 'controlled' message. Not Henderson. He is completely up to speed in the brave new world; he embraces it, and tells you why you should, too. In his introduction, Henderson sums his book up in three, short sentences. "Who is the media today? Just look in the mirror. It is all of us." The book is not without detail, or references, or facts to back up Henderson's assertions. The evidence is everywhere. Things are changing, according to Henderson, and like it or not, you're foolhardy to look the other way and dig your sensible shoes in, refusing to believe in the power of new media and citizen journalism and the new and improved way of message delivery. This is a must-have for any media professional's bookshelf - it's a reference book, it's an idea book, and it's just plain fun to read. And for those of you who are business owners and managers, it's definitely something you should invest time in reading. Otherwise, you're left behind in the old cobweb-ridden dust. Change is good and it's damned exciting. This book tells you both how, and why.
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