The world of mass media, in which a few, prime national outlets controlled the messages we all see and hear, has largely vanished. The giant boulders you once had to move to
get coverage—Oprah, theNew York Times, CNN—have been smashed by the Internet, supplanted (but not entirely replaced) by scores
of pebbles: the web sites, social media, blogs, podcasts and more that ace publicists Barbara Cave Henricks and Rusty Shelton call micromedia. They’re a lot easier to move—you can even become
one of them—but you have to know how.
With so much competition for attention, anyone with a story to tell these days needs to think more like a media executive than a marketer—you’re not selling yourself, you’re making yourself
valuable. Henricks and Shelton show how you can use micromedia to build a compelling direct channel to your audience that you own and control. They offer tips for making the best use of prime
micromedia sites controlled by influential companies or powerful influencers like LinkedIn, Twitter, Facebook, Instagram, Snapchat, YouTube, and the top blogs, podcasts, and video hubs your
audience visits. And they explain how micromedia success can help you get the attention of the still powerful remnants of the mass media.
