Cave Henricks Communications Forms Strategic Partnership with Shelton Interactive

(Austin, Texas) Cave Henricks Communications, a leading media relations and consulting firm for books and authors has formed a strategic partnership with Shelton Interactive, a digital marketing agency founded by book industry veteran Rusty Shelton, to expand the social media emphasis for each title the company represents.

While Cave Henricks Communications, which represents a number of major consultancies, including Gallup, Deloitte and Forrester, and prominent authors, such as Tom Rath, Jack Welch, Larry Bossidy and Maria Bartiromo, has always included social media support for each campaign, the new strategic partnership is a recognition that social media needs to be an integral part of every book publicity campaign—fully integrated with traditional outreach.

“Social media has been part of our strategy for each book since we opened our doors in 2007,” says Cave Henricks President Barbara Henricks. “Our partnership with Rusty’s firm moves us more firmly into the digital world, as he brings with him not just social media skills, but the web and tech knowledge that our authors both need and want as the media world shifts. It also allows us to more closely integrate social media into the traditional PR landscape.”

Rusty Shelton, Founder of Shelton Interactive, will head up the agency’s work with Cave Henricks Communications’ authors, focusing on equipping authors to build sustainable online platforms that last far beyond the launch of a single book. Prior to founding Shelton Interactive, Rusty spent seven years at Phenix & Phenix Literary Publicists, including three and a half as Managing Director.

Shelton Interactive also represents other top publishing brands, including Nicholas Brealey Publishing, Harvard Health Publications, and many others.

“It is an honor to work with Barbara and the entire Cave Henricks Communications team,” said Rusty Shelton, Principal of the agency. “Not only are they at the top of their field, but they represent some of the best authors around. It is my goal to make sure these authors have the tools to not only generate online buzz for their books, but also to turn a great publicity launch into a long-term online platform.”

“This move is focused on providing more value to our clients,” said Barbara Henricks. “Rusty brings both traditional publicity and social media experience and understands how to integrate the two. His focus with each author will be on equipping them with the tools, education and strategy they need to allow them to take full advantage of the national media we secure for them.”