PERSONAL-BRANDING // Whether it is the CEO of a large company or even a student, in almost every industry profession and stages, the person must maintain a positive personal image. In this lecture, we will learn how to build personal branding. We will understand why it is essential for any individual to find his trademark (a symbol that supports environment identification process and differentiates the person from other people in the same category). We will discuss strategies for personal-branding, messaging and review relevant media channels for self-promotion.
EMBRACE THE NARRATIVE // Every startup, business, company, regional council, group, or social initiative must adopt a frame story. In this lecture, we will discuss in detail the importance of a media narrative. We will understand how to choose the right narrative to leverage products and services. In the lecture, we will discuss ways to find a media story-frame according to the internal DNA of the business. We will elaborate on the tactics to advance the story and expose it to relevant stakeholders.
MEDIA REPRESENTATION // How do modern media stakeholders choose which topic to engage in? Who determines what will display and published? What shapes media coverage? Is it possible that media outlets are almost entirely excluding specific populations and groups? How are communication frameworks created? And how can we prevent or at least reduce unequal coverage? This lecture deals with media representations and brings an in-depth look at media-frames as they expressed in today’s mass media. During the lecture, we present practical tools for shaping coverage.
Lectures at academic conferences
Mashiah, I. (2020). Cover Patterns of Technology in the Media: High-Tech Companies in the Israeli Online Journalism and the Strategic Role of Marketing Factors. Poster presented at the DSRC (Data Science Research Center), University of Haifa, Israel, March 5th, 2020
Mashiah, I. (2019). Cover Patterns of Technology in the Media: High-Tech Companies in the Israeli Online Journalism and the Strategic Role of Marketing Factors. Paper presented at the annual “Communicating” Conference, University of Haifa, Israel, Department of Communication. December 29th, 2019
Mashiah, I. (2018). The Role of Technology and Innovation Messaging in the Diplomatic Efforts: The Case of Benjamin Netanyahu (2009-2017). Paper presented at the annual “Communicating” Conference, University of Haifa, Israel, Department of Communication, December 9th, 2018