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Making News in the Digital Era Paperback – September 11, 2009
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"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.Read more ›
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.Read more ›
Most Recent Customer Reviews
Having had extensive experience working as a journalist and in the PR industry, and not to mention being a prolific blogger, David Henderson certainly has his finger on the... Read morePublished on January 19, 2010 by Kathleen Holmlund
I waited with great expectation to read a book about how to rise above the noise, making news in the digital era, driven by Facebook, Twitter and other social media vehicles. Read morePublished on November 5, 2009 by JT
As both a PR teacher and professional journalist for many years, I was blown away when I found the perfect new text: "Making News in the Digital Era" by David E. Read morePublished on November 1, 2009 by Shari Weiss
I'm a David Henderson fan because he is a rare individual who has worked both sides of the news business. Read morePublished on October 28, 2009 by David Meerman Scott
For those of you who are business leaders who have external constituents (translation: all of you), you need to get a copy of David's latest and greatest. Read morePublished on October 12, 2009 by Michael Figliuolo
How can you make any sense of today's dizzying ways to communicate ... the media, the online world and things like social media? Read morePublished on October 9, 2009 by Edward L. Lallo