05809nam a22004933i 4500 EBC1098134 MiAaPQ 20221021141538.0 m o d | cr cnu|||||||| 211129s2013 xx o ||||0 eng d 9780749464882 (electronic bk.) 9780749464875 (MiAaPQ)EBC1098134 (Au-PeEL)EBL1098134 (CaPaEBR)ebr10638813 (CaONFJC)MIL418614 (OCoLC)823170163 MiAaPQ eng rda pn MiAaPQ MiAaPQ HF5718 .T456 2013 658.45 Theobald, Theo. author On Message : Precision Communication for the Digital Age / Theo Theobald. First edition London : Kogan Page, Limited, 2013. ©2013. 1 online resource (200 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Intro -- Contents -- Acknowledgements -- Introduction -- Section One The digital landscape: context, competition and technology change -- 01 How did we get here? -- Where social networking began -- The evolution of social networking -- Coming of age -- Exploiting the available media -- In short -- Tip -- 02 This is new media -- Blogs and tweets -- Critics of social networking -- Networking basics -- Focus -- Creating communities -- In short -- Tip -- 03 Lessons from the past -- John F. Kennedy − 'Ich Bin Ein Berliner' -- Winston Churchill - 'Never was so much owed by so many to so few' -- Steve Jobs - Stanford address 2005 -- In short -- Tip -- 04 What are we up against? -- The audience holds the power -- Opinions can be volatile -- Information overload -- Technological malfunction -- In short -- Tip -- Section Two Guiding principles: stickiness and blogging -- 05 All about stickiness -- How stickiness helps -- Two-way (social) listening -- Building an ever-ready audience -- Opinions, accord and answers -- Pulling the trigger -- In short -- Tip -- Answers to exercise 5.1 -- 06 How to get stickier -- Relevance -- Universality -- Solution -- Feelings -- Trust -- In short -- Tip -- 07 Thoughts about blogging -- What are blogs? -- 1. Find out why -- 2. Pull don't push -- 3. Consider who is responsible -- 4. Phase your blog in -- 5. Plan your time -- In short -- Tip -- Section Three Understanding customers: personal branding, segmentation and sales principles -- 08 Building a brand to deliver better messaging -- How brands are built -- Brand case studies -- In short -- Tip -- 09 Segmenting an audience -- Who are your prospects? -- Sorting out your 'all sorts' -- Simple segmentation -- Complex segmentation -- The future of segmentation -- In short -- Tip -- 10 Developing relevance via marketing and sales -- Applying the 'so what?' test. Try something new (test marketing) -- Developing a sales proposition -- In short -- Tip -- Section Four The nuts and bolts of better writing: 'how to' guides on writing and editing -- 11 Gathering content -- Getting to grips with the audience -- Listening skills -- Be curious -- Researching sources -- Assimilating information -- Processing content -- Keep fresh -- In short -- Tip -- 12 Developing the message -- Sales versus happy traffic -- Integrated communications -- Managing the platforms -- Planning output -- Don't be cheeky! -- In short -- Tip -- 13 How to write better copy -- Revision (grammar and all that) -- Use spell checker -- Let's write -- Looking back - a review process -- Getting to the point -- Starting point -- Simplicity -- Developing themes -- Pay-off -- In short -- Tip -- 14 How to edit existing copy -- The process of précis -- In short -- Tip -- Section Five Advanced technique: going global, expanding creativity, storytelling and more -- 15 Crossing boundaries and going global -- Finding similarity and celebrating difference -- Researching your new markets -- Guidance for cross-border communication -- In short -- Tip -- 16 Expanding creative horizons -- Creative writing - developing a workable strategy -- Getting started -- Mix things up -- Cut yourself some slack -- Find the right time -- Record your spontaneous thoughts -- Review your efforts -- Understanding the barriers to creativity -- In short -- Tip -- 17 Storytelling -- The first storytellers -- Why stories work -- Where our best stories come from -- Making stories effective -- Seven inputs for better stories -- In short -- Tip -- 18 Revision, consolidation and the way forward -- Change -- Behind the scenes -- Be active and reflective -- Trends -- Five points to remember -- Crossover -- Be yourself -- Further Reading. Combining the classic commandments of persuasive writing and the increasing demands of the newest of new media, On Message shows how it's not what we write that makes messages stick but who will bother to listen. Description based on publisher supplied metadata and other sources. Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. Business communication. Online social networks. Electronic books. Print version: Theobald, Theo On Message London : Kogan Page, Limited,c2013 9780749464875 ProQuest (Firm) https://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=1098134 Acceso Remoto https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=1098134 Acceso en el Campus PUCPR lcc 7 296894 296894 0 0 ddc 0 0 10 10 45 2021-12-07 0 658.45 EBC1098134 2021-12-07 00:00:00 2021-12-07 7 0 0 lcc 0 0 12 12 45 2022-10-21 0 HF5718 .T456 2013 50000003289633 2022-10-21 00:00:00 Ebook c. 1 2022-10-21 7