From the Inside Flap
When it comes to communicating with an ever-evolving audience,today's organization has more than enough tools to get the jobdoneblogs, podcasts, social networks, search advertising, andmuch more. Yet the combination of rapid technological innovationand continuous social shifts have left many organizationsfromthe largest corporation to the smallest nonprofitstrugglingto stay focused and execute their ideas.
Throughout their professional careers, authors Brian Reich andDan Solomon have seen how changes in both technology and societycan affect the communications and operations of an organization.Now, with Media Rules!, they provide you with a framework forunderstanding this dynamic world and overcoming its manychallenges.
Written in an engaging and accessible style, this reliableresource skillfully discusses what it takes for today's businessleader and entrepreneur to survive and thrive in the newcommunications universe. With this book as your guide, you'llquickly learn how to view everything you do as an organizationthrough three broad lenses: everything is fragmented and blurred,small things can gain great attention, and we are all connected.Along the way, you'll also discover how to distinguish yourselffrom the competition by finding new ways to operate, creating newmodels to better serve your audience, and harnessing the fullpotential that technology provides.
It doesn't matter whether you're in the business ofdisseminating information, developing experiences, or producingproducts, this book will prepare you to:
Lead your organization and respond to today's challenges with astrategy that ensures success
Leverage the new tools needed to navigate your organizationduring periods of transition
Properly position your organization to tap into new markets
And much more
Every theory, thought, and idea outlined in this book mirrorswhat authors Brian Reich and Dan Solomon do for theirclientsand the organizations they leadevery day. Filledwith in-depth insights, expert advice, and more than thirty-fiveinterviews of business innovators familiar with the many facets ofthis field, Media Rules! offers a rare look at how you caneffectively develop successful media-centric strategies and revealsreal ways to implement them in your everyday businessendeavors.
From the Back Cover
Praise for Media Rules!
"Brian Reich and Dan Solomon have ground the lens that so manyof us have been waiting for: a way to view and profit from theinfusion of new communication media into our personal andprofessional lives. Comprehensive, yet eminently readable, I cameaway from reading Media Rules! feeling as though the fog on ahighway had just lifted and I could resume driving at topspeed."
—Martin Kace, founder and President, EMPAX, and formerCEO of Joe Boxer and Phat Fashions/Phat Farm
"The means of mass communication have always been owned by orcontrolled by governments or corporations. But that's not trueanymore. Now, there is a new reality created by ahorrible...beautiful accident. The smashup occurred at theintersection of digital technology and the Internet, and at themoment of impact, the means of mass communication fell out of thehands of the media elite and fell into the hands of, potentially,every person on the planet. Now, people can tell their own stories.This book helps you understand how."
—Stephen Cassidy, Chief, Internet, Television, Radioand Image, UNICEF
"Everyone who consumes, creates, and cares about the messagesthat infuse our lives should read Media Rules! Reich and Solomonput the 'me' in media, and the 'media' in immediate. This stuffmatters to us all, and it matters now. Read these Rules, and theauthors will inspire you to join the conversation, syndicate yourown knowledge, and work with a set of rules we all are shaping,every day."
—Tucker Eskew, Founding Partner, ViaNovo, and formerdeputy assistant to the president and director of the White HouseOffice of Global Communications