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 job doneblogs, podcasts, social networks, search advertising, and much more. Yet the combination of rapid technological innovation and continuous social shifts have left many organizationsfrom the largest corporation to the smallest nonprofitstruggling to stay focused and execute their ideas.
Throughout their professional careers, authors Brian Reich and Dan Solomon have seen how changes in both technology and society can affect the communications and operations of an organization. Now, with Media Rules!, they provide you with a framework for understanding this dynamic world and overcoming its many challenges.
Written in an engaging and accessible style, this reliable resource skillfully discusses what it takes for today's business leader and entrepreneur to survive and thrive in the new communications universe. With this book as your guide, you'll quickly learn how to view everything you do as an organization through 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 yourself from the competition by finding new ways to operate, creating new models to better serve your audience, and harnessing the full potential that technology provides.
It doesn't matter whether you're in the business of disseminating information, developing experiences, or producing products, this book will prepare you to:
Lead your organization and respond to today's challenges with a strategy that ensures success
Leverage the new tools needed to navigate your organization during periods of transition
Properly position your organization to tap into new markets
And much more
Every theory, thought, and idea outlined in this book mirrors what authors Brian Reich and Dan Solomon do for their clientsand the organizations they leadevery day. Filled with in-depth insights, expert advice, and more than thirty-five interviews of business innovators familiar with the many facets of this field, Media Rules! offers a rare look at how you can effectively develop successful media-centric strategies and reveals real ways to implement them in your everyday business endeavors.
From the Back Cover
"Brian Reich and Dan Solomon have ground the lens that so many of us have been waiting for: a way to view and profit from the infusion of new communication media into our personal and professional lives. Comprehensive, yet eminently readable, I came away from reading Media Rules! feeling as though the fog on a highway had just lifted and I could resume driving at top speed."
—Martin Kace, founder and President, EMPAX, and former CEO of Joe Boxer and Phat Fashions/Phat Farm
"The means of mass communication have always been owned by or controlled by governments or corporations. But that's not true anymore. Now, there is a new reality created by a horrible...beautiful accident. The smashup occurred at the intersection of digital technology and the Internet, and at the moment of impact, the means of mass communication fell out of the hands 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, Radio and Image, UNICEF
"Everyone who consumes, creates, and cares about the messages that infuse our lives should read Media Rules! Reich and Solomon put the 'me' in media, and the 'media' in immediate. This stuff matters to us all, and it matters now. Read these Rules, and the authors will inspire you to join the conversation, syndicate your own knowledge, and work with a set of rules we all are shaping, every day."
—Tucker Eskew, Founding Partner, ViaNovo, and former deputy assistant to the president and director of the White House Office of Global Communications