Media strategist Ryan Holiday’s book is an eye-opening account of the shortcomings of online journalism. Holiday shows how he got free publicity for his clients by feeding bloggers’ insatiable hunger for new content. He provided fake stories, stage-managed controversy and orchestrated leaks. You can pull this off easily, he says, because few bloggers have the time or incentive to check facts or verify sources. Once you get your story on one blog, other hungry bloggers will pick it up and it can spread to traditional media. Holiday warns that these practices create hazards for marketers. Blogs have the power to ruin reputations, tarnish brands, scuttle stock prices and incite violence. Holiday offers a frightening insider’s portrait of a new era of yellow journalism. getAbstract recommends his analysis as survival reading for journalists, blog readers, bloggers, marketers and PR professionals.
In this book, you will learn
- Why blogs constantly must post new stories to make money,
- How marketers can manipulate bloggers’ content needs to get free publicity, and
- How such manipulation can backfire and spread bad publicity.
About the Author
Media strategist Ryan Holiday is the director of marketing at American Apparel. He is also the author of Perennial Seller, The Obstacle Is the Way and Ego Is the Enemy.