Media Strategies

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. The authors show how to target and package selected media materials, and deliver strategically timed messages and sustainable narratives in a digital environment. They also demonstrate that personal and traditional skills are as important as ever, including the ability to tell stories, create memorable media calls, write and lay-out media materials, and develop credibility and trust in relationships. This book provides new and innovative approaches to media relations, brand journalism, and content management, creatively combining paid, owned, earned, and shared media in personalized and technologically savvy style. 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.

Jane Johnston is Associate Professor in the School of Communication and Arts at The University of Queensland. A former public relations practitioner and journalist, she is co-editor of Public Relations: Theory & Practice and author of Media Relations: Issues and Strategies. Katie Rowney is a senior media officer at The University of Queensland, specializing in social media strategy. She has worked in communication and social media for the Queensland emergency services and News Limited, and has more than a decade of journalism experience.

1. Managing content, platforms and relationships in a transmedia environment
2. Media theories, concepts and ideas
3. Working with journalists and influencers
4. Social networks
5. Audiences, analytics and measuring outcomes
6. Media releases and centres
7. Media 'pressers', events and training
8. Visual content
9. Transmedia storytelling
10. Working with complex topics and experts
11. Law, regulation and ethics in media practice
12. Media in issues and crisis management