Mastering the New Media Landscape: Embrace the Micromedia Mindset

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.