000			05809nam a22004933i 4500
001			EBC1098134
003			MiAaPQ
005			20221021141538.0
006			m o d |
007			cr cnu||||||||
008			211129s2013 xx o ||||0 eng d
020			_a9780749464882 _q(electronic bk.)
020			_z9780749464875
035			_a(MiAaPQ)EBC1098134
035			_a(Au-PeEL)EBL1098134
035			_a(CaPaEBR)ebr10638813
035			_a(CaONFJC)MIL418614
035			_a(OCoLC)823170163
040			_aMiAaPQ _beng _erda _epn _cMiAaPQ _dMiAaPQ
050		4	_aHF5718 _b.T456 2013
082	0		_a658.45
100	1		_aTheobald, Theo. _eauthor
245	1	0	_aOn Message : _bPrecision Communication for the Digital Age / _cTheo Theobald.
250			_aFirst edition
264		1	_aLondon : _bKogan Page, Limited, _c2013.
264		4	_c©2013.
300			_a1 online resource (200 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
505	0		_aIntro -- 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.
505	8		_aTry 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.
520			_aCombining 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.
588			_aDescription based on publisher supplied metadata and other sources.
590			_aElectronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
650		0	_aBusiness communication.
650		0	_aOnline social networks.
655		4	_aElectronic books.
776	0	8	_iPrint version: _aTheobald, Theo _tOn Message _dLondon : Kogan Page, Limited,c2013 _z9780749464875
797	2		_aProQuest (Firm)
856			_uhttps://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=1098134 _yAcceso Remoto
856	4	0	_uhttps://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=1098134 _yAcceso en el Campus PUCPR
942			_2lcc _c7
999			_c296894 _d296894