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An influential media strategist reveals how blogs are controlling the news in the digital age and exposes the ways in which today's marketers are manufacturing news stories, affecting stock prices and shaping elections through fake story planting and misleading marketing tactics. 20,000 first printing.
A Primer on the Future of PR, Marketing and Advertising A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven’t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy—growth hacking—to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions. Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you’re responsible for building awareness and buzz for a product or service, this is your road map.
Challenges the popular image of Edward Snowden as hacker turned avenging angel, while revealing how vulnerable the United States' national security systems have become.
A stunning story about how power works in the modern age--the book the New York Times called "one helluva page-turner" and The Sunday Times of London celebrated as "riveting...an astonishing modern media conspiracy that is a fantastic read." Pick up the book everyone is talking about. In 2007, a short blogpost on Valleywag, the Silicon Valley-vertical of Gawker Media, outed PayPal founder and billionaire investor Peter Thiel as gay. Thiel's sexuality had been known to close friends and family, but he didn't consider himself a public figure, and believed the information was private. This post would be the casus belli for a meticulously plotted conspiracy that would end nearly a decade later with a $140 million dollar judgment against Gawker, its bankruptcy and with Nick Denton, Gawker's CEO and founder, out of a job. Only later would the world learn that Gawker's demise was not incidental--it had been masterminded by Thiel. For years, Thiel had searched endlessly for a solution to what he'd come to call the "Gawker Problem." When an unmarked envelope delivered an illegally recorded sex tape of Hogan with his best friend's wife, Gawker had seen the chance for millions of pageviews and to say the things that others were afraid to say. Thiel saw their publication of the tape as the opportunity he was looking for. He would come to pit Hogan against Gawker in a multi-year proxy war through the Florida legal system, while Gawker remained confidently convinced they would prevail as they had over so many other lawsuit--until it was too late. The verdict would stun the world and so would Peter's ultimate unmasking as the man who had set it all in motion. Why had he done this? How had no one discovered it? What would this mean--for the First Amendment? For privacy? For culture? In Holiday's masterful telling of this nearly unbelievable conspiracy, informed by interviews with all the key players, this case transcends the narrative of how one billionaire took down a media empire or the current state of the free press. It's a study in power, strategy, and one of the most wildly ambitious--and successful--secret plots in recent memory. Some will cheer Gawker's destruction and others will lament it, but after reading these pages--and seeing the access the author was given--no one will deny that there is something ruthless and brilliant about Peter Thiel's shocking attempt to shake up the world.
Explores how some works and artists achieve longevity when most disappear after initial success.
Fans of Ally Carter's Heist Society novels will love this teen mystery/thriller with sarcastic wit, a hint of romance, and Ocean’s Eleven–inspired action. Julep Dupree tells lies. A lot of them. She’s a con artist, a master of disguise, and a sophomore at Chicago’s swanky St. Agatha High, where her father, an old-school grifter with a weakness for the ponies, sends her to so she can learn to mingle with the upper crust. For extra spending money Julep doesn’t rely on her dad—she runs petty scams for her classmates while dodging the dean of students and maintaining an A+ (okay, A-) average. But when she comes home one day to a ransacked apartment and her father gone, Julep’s carefully laid plans for an expenses-paid golden ticket to Yale start to unravel. Even with help from St. Agatha’s resident Prince Charming, Tyler Richland, and her loyal hacker sidekick, Sam, Julep struggles to trace her dad’s trail of clues through a maze of creepy stalkers, hit attempts, family secrets, and worse, the threat of foster care. With everything she has at stake, Julep’s in way over her head . . . but that’s not going to stop her from using every trick in the book to find her dad before his mark finds her. Because that would be criminal. “A sexy love triangle and madcap mystery . . . I loved this book.” —Jennifer Echols, author of Dirty Little Secret One of TeenVogue's 15 Most Exciting YA Books of 2014 One of PopCrush's 10 Most Anticipated YA Books "Julep isn't just another high schooler beset by the usual drama of boys and academia. Nope—she also happens to be a con artist and master of disguise, which comes in mighty handy when her father mysteriously disappears. Determined, she delves into the underbelly of Chicago to find him (bringing a bunch of fresh plot lines and unexpected twists along the way)."--teenVogue.com "Summer creates a standout character in Julep. She lies and cheats with so much confidence and skill that readers will cheer her on, but she also adheres to her own strict moral code. . . . A memorable debut; here's hoping for a lot more from Summer."—Kirkus Reviews “Entertaining.”—Publishers Weekly “Well-paced, well-plotted.”—The Bulletin of the Center for Children’s Books From the Hardcover edition.
IN A 24/7/365, SECOND-BY-SECOND NEWS ENVIRONMENT, SAVVY OPERATERS REALIZE THERE ARE NEW WAYS TO GENERATE MEDIA ATTENTION. The rules have changed. The traditional PR model—sticking closely to a preset script and campaign timeline—no longer works the way it used to. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative. Enter newsjacking: the process by which you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business. It creates a level playing field—literally anyone can newsjack—but, that new level favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to throw an opponent or simply draft off the news momentum to further your own ends. In Newsjacking, marketing and PR expert and bestselling author David Meerman Scott offers a quick and punchy read that prepares you to launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news. Newsjacking will provide you with: Tools that you can use to monitor the news Case studies and examples that demonstrate how to strike at the right time Information on how to make your content available online for journalists to find The potential risks of newsjacking Keys to developing the real-time mindset required to succeed with the strategies presented in the book Newsjacking is powerful, but only when executed in real-time. It is about taking advantage of opportunities that pop up for a fleeting moment then disappear. In that instant, if you are clever enough to add a new dimension to the story in real-time, the news media will write about you.

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