Media Strategies maps the complex and disruptive media environment for the communication professional and provides the tools and methods to work effectively within it. Increasingly, communication professionals need to be accomplished content managers, capable of employing an arsenal of multi-media tactics across different platforms. The authors show how to target and package selected media materials, and deliver strategically timed messages and sustainable narratives in a digital environment. They also demonstrate that personal and traditional skills are as important as ever, including the ability to tell stories, create memorable media calls, write and lay-out media materials, and develop credibility and trust in relationships. This book provides new and innovative approaches to media relations, brand journalism, and content management, creatively combining paid, owned, earned, and shared media in personalized and technologically savvy style. Media Strategies sets a new agenda for anyone seeking to build a career as a professional communicator. It includes examples from around the world from corporate, political, government, not for profit and activist communication, and public relations practice.