NOW IS TOO LATE BARON G Księgarnia

It is a world of instant access, instant news, and-for-some-instant failure, if they don't understand the rules of this new post-media world. The internet, cable news, media and non-media is around the clock. Before you know it, your business could be maligned, your reputation defrocked, and all while you sleep. But it is not all bad. You can use these media and non-media too. Gerald Baron shows you how to protect your business and yourself, in this brave new world, and how to use the media and non-media as a tool for your own survival too.

GERALD R. BARON is the president and founder of Baron & Company, the leading full-service marketing and public relations firm in Northwest Washington. Baron created the PIER System, the only completely integrated Internet-based communication management system for crisis communications, issue management, and ongoing press and public information management.
A frequent speaker at national and regional conferences, he has served as a strategic and marketing consultant, corporate communications director, publisher, college professor, and entrepreneur. He is the author of three books on business and marketing, including Friendship Marketing.

Table of Contents

Introduction

1. Discovering the New World of Instant News.
Information Response. A Noninstant News Response. A New Approach Needed.

2. Toward a Postmedia World.
Traditional Media and the Global Experience. Use of the Internet on September 11. The Personalization of Media. A Multitude of Broadcasters and Publishers. Endnotes.

3. The New Audience.
Relevance and Demand. Instant News Case Studies. The Role of the Internet in Changing Expectations. Characteristics of the New Audience. The News at My Hip. Endnotes.

4. How News Is Changing.
Understanding the News Business. Infotainment. Endnotes.

5. When Opponents Grab the Microphone.

A Time of Cynicism. Media Infotainment. Activists and Other Opponents. Now They Have the Microphone. When the Politicians Get Involved. Endnotes.

6. How the Rules Have Changed.
Rule 1. Rule 2. Rule 3. Rule 4. Rule 5. Rule 6. Rule 7. Rule 8. Rule 9. Endnotes.

7. Communication Strategies for the Instant News World. Audience: Whom Do We Need to Talk to? Message: What Message Do We Need to Convey? Listening: What Do We Need to Hear From Them? Voice: Who Needs to Deliver the Message? Media: How Should We Communicate? Endnotes.
8. Preparing the Organization and Team. Policies. People. Platform. Endnotes.

9. The Role of Technology. Information Development. Information Distribution. Interactivity and Response. Inquiry Management. Web Site Control. Group Communication. Internal Communication. User Access. Hosting.
10. Crisis Preparation: What To Do Before It Happens. It's All About Relationships. Building Reputation Equity. Flying Under the Radar. Goal Setting. Strategic Relationship Development. Reporter Relationship Development. Responding to Minor Events. Use of Technology. Reputation Equity Summary. Endnotes.
11. Crisis Management: What To Do While It Is Happening. Notification. Golden Hour. Preparing the Clinic's Response. The Refinery Incident Evolves. Organization and Personalities. Prioritization. Broadening the Clinic's Message. Inquiry Management. Rumor Management. Negative Reporting. Ahead of the Curve.

12. Reputation Recovery: What To Do After It Happens. Getting out of the Bunker. Restoring Credibility. Returning to Normalcy. Endnotes.

13. A Glimpse Into the Future. Media Splintering. The Ubiquitous Internet. Wireless Connectivity. Replication of Experience. Everyone Is a Writer, Producer, Publisher, and Broadcaster. What It Means for Tomorrow's Communicators. Thinking Like a Broadcaster. Audience Control. The Battlefront of the Future: Being a Credible Source. Information Pointers. Truth Filters. The Sum of All Parts: Tell the Truth. Endnotes.

Index

332 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.