This book will help business leaders obtain the core skills they need to better capture and understand the new media universe. How your audience is responding to products and services and ultimately how you interact with your customers (whether you know you are or not) shapes public perception, brand loyalty, and customer activity for your organization. This book will detail how to gain the necessary skills to use these new tools to better navigate upcoming product launches and product quality concerns as well as build brand perception and a community of customers. The book will also provide new insights into the realities of marketing using new media technologies and strategies. This book will create a new game plan that shows leaders how to take advantage of new media opportunities. New and rapid innovation is increasing fragmentation of audiences there is more to watch, more to read and more expected of customers than ever before. The opportunities to reach these audiences are fewer and require more careful planning than ever before, and the challenge confronting business owners who have a limited budget will only get more difficult over time. What will make people take notice?
Book Details:
- Author: Brian Reich
- ISBN: 9780470108888
- Year Published: 2008
- Pages: 256
- BISAC: BUS000000, BUSINESS & ECONOMICS/General
About the Book and Topic:
This book will help business leaders obtain the core skills they need to better capture and understand the new media universe. How your audience is responding to products and services and ultimately how you interact with your customers (whether you know you are or not) shapes public perception, brand loyalty, and customer activity for your organization. This book will detail how to gain the necessary skills to use these new tools to better navigate upcoming product launches and product quality concerns as well as build brand perception and a community of customers. The book will also provide new insights into the realities of marketing using new media technologies and strategies. This book will create a new game plan that shows leaders how to take advantage of new media opportunities. New and rapid innovation is increasing fragmentation of audiences there is more to watch, more to read and more expected of customers than ever before. The opportunities to reach these audiences are fewer and require more careful planning than ever before, and the challenge confronting business owners who have a limited budget will only get more difficult over time. What will make people take notice?
The book will focus on the techniques that entrepreneurs and innovators the target reader no matter their position in an organization — must employ to be successful. The research for the book will include the results of interviews with between 15 and 25 business innovators who have used new techniques successfully and can help provide inspiration for those who are undertaking the challenge of using new media in their business. In addition, the book will include the results of interviews with some futurists who help the audience look down the road.
ACTIVE AUTHORS: Dan frequently speaks to non-technical professionals nationwide about integrating Internet techniques into communication strategies, including groups such as: the Public Affairs Council; Public Relations Society of America; American Society of Association Executives; the Magazine Publishers Association; and others. Brian frequently speaks on the impact of the Internet on politics. He is the editor of “Thinking About Media.” He writes a blog, The Hotline, which gets 2,500 unique visitors each week, and is a contributing editor to Personal Democracy Forum (www.personaldemocracy.com) and the Media Center (www.mediacenterblog.org). The authors speak frequently–15 states this year, along with the UK and Middle East. PRESS TIES: Authors have publicist on staff to assist with book promotion. Authors have been quoted hundreds of times in The NY Times, Washington Post, Wall St. Journal, Los Angeles Times, PR Week, etc. BLOGGING/PODCASTS: Authors will focus some of their regular podcasts and blogging to the writing of the book. They will include interviews with industry leaders as well as analysis of news issues. This online content will be syndicated to partner organizations to increase readership and attract bookbuyers. ENDORSERS: Al Gore, Martin Kace (professor, former CEO of Joe Boxer & Phat Farm), Stephen Cassidy (UNICEF).
About the Author
Brian Reich (Boston, MA) is Director of New Media for Cone, Inc, a brand strategy and communications agency that creates stakeholder loyalty and long-term relationships through Cause Branding and Corporate Responsibility; Marketing Public Relations; and Issues and Crisis Management initiatives. He has spent much of his life working with campaigns and political organizations, helping to direct dozens of campaigns across the country. Dan Solomon (Alexandria, VA) is CEO of Mindshare Interactive Campaigns which helps Fortune 100 Companies, Associations, Non-Profits and Governments achieve their objectives through the communication opportunities created by technology. The firms work on behalf of clients has been recognized with awards from PR Week, the South-by-Southwest Festival, the Public Affairs Council, PR News, and the Ad Club of Greater Washington among others. Mindshare has offices in Austin, Boston, Raleigh, Los Angeles and Washington, DC. In 1999, Dan held a political appointment with the U.S. Department of Commerce and for five years worked in senior legislative positions in the United States Senate.