Breaking Through The Noise

This book explores how presidential leadership of the public most typically occurs through leadership of the news media.

A nine step-guide to mastering viral content, branding and outwitting social media algorithms for marketers, entrepreneurs and aspiring celebrities from the CEO of Shareability.

This innovative book helps K–6 teachers infuse the entire school day with research-based literacy best practices. Classroom-tested strategies are presented for planning and implementing each component of the "exemplary literacy day"--vocabulary and word study sessions, literacy work stations, differentiated guided reading groups, reading and writing workshops, and interdisciplinary projects. Teachers get tips for organizing a print-rich classroom, supporting students' social–emotional well-being, and using assessment to guide instruction. User-friendly features include vivid vignettes, classroom management tips, questions for discussion and reflection, and 15 reproducible forms, checklists, and lesson templates. Purchasers get access to a Web page where they can download and print the reproducible materials in a convenient 8 1/2" x 11" size. Note: this book is a contemporary follow-up to Morrow's influential earlier title Organizing and Managing the Language Arts Block.

Breaking In: Tales from the Screenwriting Trenches is a no-nonsense, boots-on-the-ground exploration of how writers REALLY go from emerging to professional in today’s highly saturated and competitive screenwriting space. With a focus on writers who have gotten representation and broken into the TV or feature film space after the critical 2008 WGA strike and financial market collapse, the reader will learn from tangible examples of how success was achieved via hard work and specific methodology. This book includes interviews from writers who wrote major studio releases (The Boy Next Door), staffed on television shows (American Crime, NCIS New Orleans, Sleepy Hollow), sold specs and television shows, placed in competitions, and were accepted to prestigious network and studio writing programs. These interviews are presented as Screenwriter Spotlights throughout the book and are supported by insight from top-selling agents and managers (including those who have sold scripts and pilots, had their writers named to prestigious lists such as The Black List and The Hit List) as well as working industry executives. Together, these anecdotes, learnings and perceptions, tied in with the author's extensive experience in and knowledge of the industry, will inform the reader about how the industry REALLY works, what it expects from both working and emerging writers, as well as what next steps the writer should engage in, in order to move their screenwriting career forward.

Integrated Business Communication applies communication concepts and issues from various fields such as marketing, public relations, management, and organizational communication and packages them into a dynamic new approach – Integrated Communication. It is designed to give business students a basic knowledge and broad overview of communication practices in the workplace. Ultimately, the book should be seen as a practical guide to help students understand that communication is key to decision making and fundamental to success in a global marketplace. This book uses an interdisciplinary approach to its discussion of integrated communication by incorporating theory, application, and case studies to demonstrate various concepts. Theory will be introduced when necessary to the understanding of the practical application of the various concepts. This co-authored book will be broad enough in scope and method to be used as a core text in business communication. Case studies will be an integral part of the material. The book focuses on the practical application of theory and concepts Presents case studies from many sectors to illustrate concepts The book will have an interdisciplinary approach utilizing examples from communications, mass communications, marketing, public relations, management, and intercultural and organizational communication being used in many countries throughout the world There will be a strong pedagogical structure within the text with a website providing additional materials for students and lecturers Contributions from Katherine Van Wormer, Theresa Thao Pham, Charles Lankester, Elizabeth Dougall, Jean Watin-Augouard, Kristi LeBlanc, Geof Cox

In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be: Available: Helping people achieve the value they seek in the moment Permissioned: Giving people what they've asked for, on their terms Personal: Going beyond how personal it is to how personally you can deliver it Authentic: Combining voice, empathy, and brand congruence simultaneously Purposeful: Creating a deeper connection to the brand, beyond the product Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing. The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing.

Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

Receptivity of your audience is far more important than the power of your message. Learn how making this simple change in focuscan make all the difference in your ability to influence and succeed in the world of sales. In this groundbreaking new guide, ASLAN co-founder and CEO Tom Stanfill shares his proven methodology, road-tested over decades by hundreds of thousands of sales professionals, workshop participants, and industry experts, on how to convert even the most disinterested prospects and customers. unReceptive will show you how to: Eliminate resistance and make selling easy and enjoyable, while experiencing a deeper sense of purpose. Overcome the five receptivity barriers – the customer’s perception of you, opening a “closed” door, uncovering the unfiltered truth, changing beliefs, and motivating the customer to take action. Adopt the tested and true operating system used by the most persuasive and influential people. When you shift the focus from crafting the perfect message to creating receptivity, you flip the entire art of selling on its head and form lasting relationships that set you and your customers up for lasting success.