Media Rules!: Mastering Today's Technology to Connect With and Keep Your Audience

Introduction

Welcome to Media Rules!

This book is about media and communications. It is about helping organizations—companies, nonprofits, news providers, educational institutions, communities, individuals—to understand how a rapidly changing society impacts their operations and communications. This book is designed to provide leaders with a framework for taking action around how they manage and market themselves differently because of the impact technology has on everything we do. It is designed to be a guide to the ever-growing, always evolving audience. This book is the beginning of a conversation about the future.

It is obvious that a significant amount of our daily lives, perhaps someday the majority, will be driven by some form of interaction with technology. We talk to each other on mobile phones. We shop online. We listen to news on our iPods. We tell stories and watch events unfold on our game consoles. Organizations of all kinds are responsible for creating the information, developing the experiences, and producing the stuff which we rely so heavily. But as the world changes, rapidly and continuously, many organizations are having trouble keeping up, staying focused, and executing well.

We are here to help.

The motivations for writing this book are many. As customers, we are frustrated by products we buy and services we engage. There are endless options, but only a handful of good ones and they are often difficult to find. As the leaders of organizations, we are frustrated ...