The New Media Environment By DICK MORRIS

GUERILLA P.R. 2.0 IS A GREAT GUIDE TO THE MEDIA WORLD
By DICK MORRIS

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(This is NOT a paid promotion) My friend Mike Levine has written a sensational paperback: Guerrilla P.R. 2.0: Wage an Effective Publicity Campaign without Going Broke.

It updates - really completely rewrites - an earlier book and gives a comprehensive guide to survival and triumph in the world of new media. The rules of the new media are the opposite of the old media and Levine explains them clearly.

• In the old media, repetition was the key to advertising. In the new media, it is deadly and causes people to turn off.

• In the old media, the sound bite was everything. If you couldn't say it in seven seconds, it wouldn't run on the news. In the new media, where people browse web sites for hours, elaboration is key and condensation is a big mistake.

• In the old media, you could count on corralling viewers involuntarily since they were all watching the same shows. In the new media, you need to make them want to watch you since the options are so pluralistic.

• In the old media, you had to make it with a few established organs or you would be shut out.

In the new media, you can present your case to your audience in any number of ways and through any number of media, all of which Levine explains. My wife's and my new book Catastrophe is a good example of how to market through the new media.

Catastrophe has never been reviewed by the New York Times (or the Journal or USA Today or any big national paper) and we never ran a single ad on radio, print or television.

But it's been on the best sellers list for three months because word has gotten out online and through talk radio and cable news that it is the one-stop place to get the lowdown on what Obama is really up to and how to stop him.

A world like the media changes so rapidly that existing texts and teachers cannot hope to keep up. The changes are as dramatic as the shift from silent movies to talking pictures and Mike Levine has put them all together in this great new book.

(Sometimes, I send out paid promotions which are clearly marked as such. It pays the bills. But this one is on me!)

Click here to check out Guerrilla P.R. 2.0!

Thanks, Dick Morris