Media Strategies maps the complex and disruptive media environment for the communication professional and provides the tools and methods to work effectively within it.

Increasingly, communication professionals need to be accomplished content managers, capable of employing an arsenal of multi-media tactics across different platforms. This book presents new and innovative approaches to media relations, brand journalism and content management, providing practitioners with the tools to creatively develop, share and deliver strategic media assets and ideas that cut through the cluttered digital environment. The authors also demonstrate that personal and traditional skills are as important as ever, including the ability to tell stories, create memorable media pitches, write and lay-out media materials, and develop credibility and trust in relationships.

Media Strategies sets a new agenda for anyone seeking to build a career as a professional communicator. It includes examples from around the world, from corporate, political, government, not-for-profit and activist communication and public relations practice.

'The game has changed. Communications professionals should look to this as their guide when navigating a swiftly changing media landscape.' Ross Healy, Brand Social Media Specialist

'Media Strategies cuts through the hype to show how you can build your skills and excel as a communicator in both traditional media and the disruptive digital media platforms.' Elissa Trezia, Financial Technology PR Executive, Indonesia

'An excellent guide to the complex media landscape.' Catherine Archer, Academic Chair, Strategic Communication, Murdoch University

chapter Chapter 2|27 pages

Media theories, concepts and ideas

chapter Chapter 3|25 pages

Working with journalists and influencers

chapter Chapter 4|29 pages

Social networks

chapter Chapter 5|28 pages

Audiences, analytics and measuring outcomes

chapter Chapter 6|24 pages

Media releases and centres

chapter Chapter 7|25 pages

Media ‘pressers’, events and training

chapter Chapter 8|24 pages

Visual content

chapter Chapter 9|27 pages

Transmedia storytelling

chapter Chapter 10|22 pages

Working with complex topics and experts

chapter Chapter 11|27 pages

Law, regulation and ethics in media practice

chapter Chapter 12|24 pages

Media in issues and crisis management