The world of mass media, in which a few, prime national outlets controlled the messages we all see and hear, has largely vanished. The giant boulders you once had to move to get coverage - Oprah, the New York Times, CNN - have been smashed by the Internet, supplanted (but not entirely replaced) by scores of pebbles: the web sites, social media, blogs, podcasts and more that ace publicists Barbara Cave Henricks and Rusty Shelton call micromedia. This new breed of outlets is key to capturing public attention. Henricks and Shelton urge you to think less like a marketer and more like a media executive. Using real world examples and colorful anecdotes, they explain how to build a direct channel to your audience that you own. They offer tips for making the best use of rented space on forums like LinkedIn, Twitter, Facebook, Instagram, Snapchat, YouTube, among others. Further, they illustrate how attention in the online world can help you get the earned media attention of the still powerful outlets in the traditional space. This book puts you at the controls of creating momentum and building a personal audience. It allows you to take action, rather than wait for the media gatekeepers to unlock their doors or the general public to create the groundswell of ''''going viral.'''' Henricks and Shelton look past the attention - getting stunts to reveal the solid strategies and tactics that work.