The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

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Overview

The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success

The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and ...

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Overview

The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success

The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns.

Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you.

  • Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn
  • David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.

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Product Details

  • ISBN-13: 9781118488768
  • Publisher: Wiley
  • Publication date: 7/1/2013
  • Edition number: 4
  • Pages: 464
  • Sales rank: 78,910
  • Product dimensions: 5.90 (w) x 9.00 (h) x 1.40 (d)

Meet the Author

DAVID MEERMAN SCOTT is the author of Real-Time Marketing & PR, World Wide Rave, Marketing Lessons from the Grateful Dead, and The New Rules of Marketing & PR. His books open people's eyes to the new realities of marketing and public relations. David's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.

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Table of Contents

Foreword by Robert Scoble xix

Welcome to the Third Edition of The New Rules xxiii

Introduction xxvii

The New Rules xxix

Trying to Write Like a Blog, But in a Book xxix

Showcasing Innovative Marketers xxxi

I How the Web Has Changed the Rules of Marketing and PR 1

1 The Old Rules of Marketing and PR Are Ineffective in an Online World 3

Advertising: A Money Pit of Wasted Resources 6

One-Way Interruption Marketing Is Yesterday’s Message 7

The Old Rules of Marketing 8

Public Relations Used to Be Exclusively about the Media 8

Public Relations and Third-Party Ink 9

Yes, the Media Are Still Important 10

Press Releases and the Journalistic Black Hole 11

The Old Rules of PR 11

Learn to Ignore the Old Rules 13

2 The New Rules of Marketing and PR 15

The Long Tail of Marketing 17

Tell Me Something I Don’t Know, Please 18

Bricks-and-Mortar News 19

Advice from the Company President 21

The Long Tail of PR 22

The New Rules of Marketing and PR 23

The Convergence of Marketing and PR on the Web 24

3 Reaching Your Buyers Directly 25

The Right Marketing in a Wired World 26

Let the World Know about Your Expertise 27

Develop Information Your Buyers Want to Consume 28

Buyer Personas: The Basics 29

Think Like a Publisher 31

Tell Your Organization’s Story Directly 32

Know the Goals and Let Content Drive Action 33

Content and Thought Leadership 34

II Web-Based Communications to Reach Buyers Directly 35

4 Social Media and Your Targeted Audience 37

What Is Social Media, Anyway? 38

Social Media Is a Cocktail Party 39

Facebook Group Drives 15,000 People to Singapore Tattoo Show 40

The New Rules of Job Search 41

How David Murray Found a New Job via Twitter 43

Insignificant Backwaters or Valuable Places to Connect? 44

Your Best Customers Participate in Online Forums—So Should You 47

Your Space in the Forums 50

Wikis, Listservs, and Your Audience 52

Creating Your Own Wiki 54

5 Blogs: Tapping Millions of Evangelists to Tell Your Story 57

Blogs, Blogging, and Bloggers 59

A Blog (or Not a Blog) 60

Understanding Blogs in the World of the Web 61

The Four Uses of Blogs for Marketing and PR 64

Monitor Blogs—Your Organization’s Reputation Depends on It 65

Comment on Blogs to Get Your Viewpoint Out There 66

Work with the Bloggers Who Talk about You 67

Bloggers Love Interesting Experiences 69

How to Reach Bloggers around the World 70

Do You Allow Employees to Send Email? How about Letting Them Blog? 70

Breaking Boundaries: Blogging at McDonald’s 72

The Power of Blogs 73

Get Started Today 74

6 Audio and Video Drive Action 75

Digging Digg Video 75

What University Should I Attend? 76

The Best Job in the World 77

Have Fun with Your Videos 79

Audio Content Delivery through Podcasting 81

Putting Marketing Back in Musicians’ Control 82

Podcasting: More Than Just Music 84

Grammar Girl Podcast 85

7 The New Rules of News Releases 87

News Releases in a Web World 89

The New Rules of News Releases 89

If They Find You, They Will Come 90

Driving Buyers into the Sales Process 92

Reach Your Buyers Directly 93

8 Going Viral: The Web Helps Audiences Catch the Fever 95

Minty-Fresh Explosive Marketing 95

Monitoring the Blogosphere for Viral Eruptions 97

Creating a World Wide Rave 99

Rules of the Rave 100

Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 101

Using Creative Commons to Facilitate Mashups and Spread Your Ideas 103

Viral Buzz for Fun and Profit 104

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet 104

Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 105

When You Have Explosive News, Make It Go Viral 106

9 The Content-Rich Website 111

Political Advocacy on the Web 112

Content: The Focus of Successful Websites 114

Reaching a Global Marketplace 115

Putting It All Together with Content 116

Great Websites: More Art Than Science 118

10 Marketing and PR in Real Time 121

Real-Time Marketing and PR 122

Develop Your Real-Time Mind-Set 123

Real-Time Blog Post Drives $1 Million in New Business 124

The Time Is Now 126

Crowdsourced Support 129

III Action Plan for Harnessing the Power of the New Rules 135

11 You Are What You Publish: Building Your Marketing and PR Plan 137

What Are Your Organization’s Goals? 138

Buyer Personas and Your Organization 140

The Buyer Persona Profile 141

Reaching Senior Executives 144

The Importance of Buyer Personas in Web Marketing 145

In Your Buyers’ Own Words 146

What Do You Want Your Buyers to Believe? 148

Developing Content to Reach Buyers 150

Marketing Strategy Planning Template 153

The New Rules of Measurement 157

Asking Your Buyer for a Date 158

Measuring the Power of Free 158

What You Should Measure 159

Registration or Not? Data from an e-Book Offer 160

Educating Your Salespeople about the New Sales Cycle 162

Obama for America 163

Stick to Your Plan 168

12 Online Thought Leadership to Brand Your Organization as a Trusted Resource 169

Developing Thought Leadership Content 169

Forms of Thought Leadership Content 170

How to Create Thoughtful Content 175

Leveraging Thought Leaders Outside of Your Organization 176

How Much Money Does Your Buyer Make? 176

13 How to Create for Your Buyers 179

An Analysis of Gobbledygook 180

Poor Writing: How Did We Get Here? 181

Effective Writing for Marketing and PR 183

The Power of Writing Feedback (from Your Blog) 184

14 How Web Content Influences the Buying Process 187

Segmenting Your Buyers 188

Elements of a Buyer-Centric Website 190

Using RSS to Deliver Your Web Content to Targeted Niches 195

Link Content Directly into the Sales Cycle 196

A Friendly Nudge 198

Close the Sale and Continue the Conversation 198

An Open-Source Marketing Model 199

15 Mobile Marketing: Reaching Buyers Wherever They Are 203

Make Your Site Mobile Friendly 204

Build Your Audience via Mobile 205

Geolocation: When Your Buyer Is Nearby 207

The Mobile Media Room 208

An App for Anything 209

Cyber Graffiti with WiFi Network Names as Advertising 210

16 Social Networking Sites and Marketing 213

Television’s Eugene Mirman Is Very Nice and Likes Seafood 214

Facebook: Not Just for Students 215

Check Me Out on MySpace 219

Tweet Your Thoughts to the World 220

Social Networking and Personal Branding 223

The Horse Twitterer 225

Connecting with Fans 226

How Amanda Palmer Made $11,000 on Twitter in Two Hours 228

Which Social Networking Site Is Right for You? 229

You Can’t Go to Every Party, So Why Even Try? 231

Optimizing Social Networking Pages 232

Integrate Social Media into an Offline Conference or Event 233

Start a Movement 234

Why Participating in Social Media Is Like Exercise 235

17 Blogging to Reach Your Buyers 237

What Should You Blog About? 238

Blogging Ethics and Employee Blogging Guidelines 240

Blogging Basics: What You Need to Know to Get Started 241

Pimp Out Your Blog 244

Building an Audience for Your New Blog 245

Tag, and Your Buyer Is It 247

Fun with Sharpies (and Sharpie Fans) 247

Blogging outside of North America 248

What Are You Waiting For? 250

18 Video and Podcasting Made, Well, as Easy as Possible 251

Video and Your Buyers 251

Business-Casual Video 252

Stop Obsessing over Video Release Forms 253

A Flip Video Camera in Every Pocket 254

Getting Started with Video 255

Video Created for Buyers Generates Sales Leads 257

Podcasting 101 258

19 How to Use News Releases to Reach Buyers Directly 263

Developing Your News Release Strategy 264

Publishing News Releases through a Distribution Service 265

Reaching Even More Interested Buyers with RSS Feeds 266

Simultaneously Publishing Your News Releases to Your Website 267

The Importance of Links in Your News Releases 267

Focus on the Keywords and Phrases Your Buyers Use 268

Include Appropriate Social Media Tags 270

If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 270

20 The Online Media Room: Your Front Door for Much More Than the Media 273

Your Online Media Room as (Free) Search Engine Optimization 274

Best Practices for Online Media Rooms 275

An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees 282

Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room 284

21 The New Rules for Reaching the Media 285

Nontargeted, Broadcast Pitches Are Spam 285

The New Rules of Media Relations 286

Blogs and Media Relations 287

How Blog Mentions Drive Mainstream Media Stories 288

Launching Ideas with the U.S. Air Force 291

How to Pitch the Media 293

22 Search Engine Marketing 297

Making the First Page on Google 299

Search Engine Optimization 300

The Long Tail of Search 301

Carve Out Your Own Search Engine Real Estate 302

Web Landing Pages to Drive Action 303

Search Engine Marketing in a Fragmented Business 306

23 Make It Happen 309

Getting the Help You Need (and Rejecting What You Don’t) 310

Great for Any Organization 315

Now It’s Your Turn 317

Acknowledgments for the Third Edition 319

About the Author 321

Preview: Real-Time Marketing & PR 323

Preview: The New Rules of Social Media Book Series 341

Index 347

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Interviews & Essays

From the Author: Forget What You Know About PR: The New Rules of Media Relations

If you're still following the traditional PR methods, I'm sure you're finding that they are much less effective. To be much more successful, consider and use the new rules of media relations:

• Non-targeted, broadcast pitches are spam.
• News releases sent to reporters in subject areas they don't cover are spam.
• Reporters who don't know you yet are looking for organizations like yours and products like yours- make sure they will find you on sites like Google and Technorati.
• If you blog, reporters who cover the space will find you.
• Pitch bloggers, because being covered in important blogs will get you noticed by mainstream media.
• When was the last news release you sent? Make sure your organization is busy.
• Journalists want a great online media room.
• Include video and photos in your online media room.
• Some (but not all) reporters love RSS feeds.
• Personal relationships with reporters are important.
• Don't tell journalists what your product does. Tell them how you solve customer problems.
• Follow journalists on Twitter to learn what interests them.
• Does a reporter have a blog? Read it. Comment on it. Track back to it (send a message whenever you blog about a subject that the reporter blogged about first).
• Before you pitch, read (or listen to or watch) the publication (or radio or TV show) you'll be pitching to.
• Once you know what a reporter is interested in, send them an individualized pitch crafted for their needs.

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Customer Reviews

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( 45 )
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See All Sort by: Showing 1 – 20 of 45 Customer Reviews
  • Posted May 8, 2010

    You need to read this book

    Having just started my own business, I am working hard to develop a solid marketing strategy...there is no doubt that effective use of social media will play a HUGE role in marketing. This book was perfect and exactly what I was looking for to help me understand the benefits / costs of each of the social media. It was well laid out and easy to understand. A MUST read!

    3 out of 3 people found this review helpful.

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  • Posted April 10, 2010

    I Also Recommend:

    A Good How-To For New Media Neophytes

    Anyone can start a blog or publish on twitter, but if you're doing so for business purposes and you're not hearing from your customers, this book might be able to help you figure out why.

    "The New Rules of Marketing & PR" is a "how-to" on new media, social media and social networking. The text is divided into three sections: the first discusses how new media has changed the old rules of marketing/PR, including the shift from communicating with media to communicating directly with the customer; the second addresses Web-based communications for reaching those customers; and the third outlines what author David Meerman Scott calls, "an action plan for harnessing the power of the new rules."

    If you're new to social media and are considering rolling out a marketing/PR strategy that uses it, read this book cover-to-cover. Scott uses a lot of easy-to-follow metaphors to explain concepts that I would categorize as "good things to keep in mind to prevent yourself from looking foolish out there." For example, Scott uses the metaphor of social media as a cocktail party (p. 39). Most of us know not to walk into a party and start talking (or shouting!) about ourselves to anyone who will listen; Scott advises treating the online conversation the same way. Make friends first, business will follow.

    If you're already using some social media (blogging, Facebook, Twitter, etc), you could skip to the chapters that discuss the tools you're trying to use. Since there's no hard and fast formula for how/when/what type of social media to use, this book doesn't say "if you're in X business then use Y channel." Read about the channels that interest you or, more importantly, read about those your customers are using.

    Scott paints a pretty clear picture of "best practice" through metaphors like the one mentioned above and through best/worst case examples of real world social/new media use. I won't say this book will change your life, but it might revolutionize the way you approach conversations with your customers in the Web 2.0 world -- and that might just make all the difference.

    2 out of 2 people found this review helpful.

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  • Posted January 27, 2011

    more from this reviewer

    New Rules Or Just New Media?

    I'm not so sure there are actually new rules for marketing and public relations as much as there is new technology to use to apply the old ones, but David Meerman Scott does an excellent job of telling you how to do it. His advice to "target a specific audience," for example, is certainly not a new concept to marketing professionals. In fact, I spend a great deal of time on that subject in The Dynamic Manager's Guide To Marketing and Advertising. The way he applies the rule to social networking sites like LinkedIn, however, is definitely worth exploring. The book is particularly useful when it comes to helping the technical novice understand such basic tools as RSS feeds and YouTube videos. The author's insistence that the marketer build an online presence around useful, unobtrusive content is particularly appealing.

    1 out of 1 people found this review helpful.

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  • Posted December 29, 2010

    Better Than I Expected!

    This was a better book than I expected it to be. Pleasantly surprised at the amount of great ideas that this book had. It really did well in discussing the old rules, versus the new rules. I definitely used some of the ideas that I got from this book. Overall, I think it was a pretty good book. It isn't a book if you are already using Social Media, Blogs, News Releases, Online Video.

    1 out of 1 people found this review helpful.

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  • Posted August 1, 2010

    I Also Recommend:

    I've given a copy to friends and recommended this book hundreds of times

    I started out in the traditional journalism, PR, and marketing field but adapted these techniques over the last 20 years. David Meerman Scott shows the best of the new media way to get attention for your brand and increase traffic, leads, qualified prospects, the press, and all the stakeholders involved in your market.

    1 out of 1 people found this review helpful.

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  • Posted April 10, 2010

    If you are looking for a social media how-to, look no further

    The New Rules of Marketing and PR is a great read for anyone interested in learning the essentials of how to create compelling social media programs. David Meerman Scott uses an excellent blog-like writing style throughout the book that makes it much more engaging than most "how-to" books.
    The book begins with a great overview of how social media tactics have really blurred the lines between marketing and public relations and how both these disciplines have been forced to rethink the value of investing marketing dollars in mass marketing tactics. The latter part of the book is dedicated to the "how-to" of the most widely used social media channels (social network sites, blogs, video/podcasting, and for PR/Marketing folks online news rooms/news releases). The instructional manner in which these chapters are laid out make them an invaluable resource that you will find yourself coming back to time and again as you test out the these social media channels. Mr. Scott also provides valuable information on search optimizing your social media/Web content. I found it really interesting how in order search optimize himself he uses his middle name to help him stand out from the crowd of "David Scotts."
    To really bring home the power of social media, Mr. Scott presents an array of organizations throughout his book that through trial and error found a winning mix of social media channels and content that have been able to propel their products and services to new levels of success. Most of the organizations featured don't have sexy products (think concrete and the Air Force) or a ton of experience in the space, but what they do have is something to say that their audience wants to hear and a willingness to interact with their audience on "their turf." The case studies really illustrate that if an organization is willing to put themselves out there by exposing themselves to customers' feedback (positive and negative) that it can really help them create credibility among their audience - credibility that translates into more business.
    After reading this book, you really start to understand that social media is not a fad, but a paramount shift in how people communicate, and in turn a shift in how marketers must communicate with their customers. And although Mr. Scott spends the majority of his book telling the reader that the old rules of the PR/Marketing disciplines no longer apply (e.g., mass "interruption" marketing and press release blasts). He does highlight two things that have always been important and will always be 1) Know your audience (create member personas) and 2) Provide your customers with the content that they want, not a glossy marketing/PR pitch. Customers are smart and will see through the spin!
    All-in-all this is a great book that acknowledges that social media technologies are always changing and the companies that will succeed in using them must be flexible and willing to change their marketing strategies with the changing technologies.

    1 out of 1 people found this review helpful.

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  • Posted February 22, 2010

    more from this reviewer

    You need to know the new rules

    Very Compelling. Great synopsis of how the internet has/is changing the PR/Marketing industry. This book is a must read for traditional PR/marketing professional who knows the landscape is transforming and needs a foundation on which to build new skills. I am not an entrepeneur but do suggest if you are a small biz owner or want to be, take the time to read this. Also included, besides solid examples of case studies, are how-tos in building your own plans.

    1 out of 1 people found this review helpful.

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  • Posted December 16, 2009

    more from this reviewer

    The Best Marketing Tactics to Implement Now

    In this book, David Meerman Scott presents an integrated marketing plan that anyone can implement. I've been implementing many of these tactics in my own marketing and for clients, and I know that they work. The problem is that many people don't like change and don't like to try new things. They seem to want to keep spending large amounts of money on traditional advertising and marketing. Online marketing is critical to attracting today's buyers. The New Rules of Marketing and PR is a must read for anyone that wants to succeed with their marketing.

    1 out of 1 people found this review helpful.

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  • Posted March 24, 2009

    more from this reviewer

    I Also Recommend:

    The New Rules

    I have recently just become aware of the author, David Meerman Scott with his latest book World Wide Rave. After reading World Wide Rave I decided to begin reading his other books starting with The New Rules of Marketing & PR - so I will be going back in time with my reviews. I found The New Rules to be a great read with plenty of useful information; the ideas contained within are well ahead of its time. This book explores tools for promoting a successful marketing campaign such as social media, podcasting, blogging, etc. which stand to redefine the way marketing is done. This book is packed with great ideas, tips for executing these ideas, and real world examples of those achieving success using the techniques outlined in this book. I did find World Wide Rave to be an easier read given the unique layout of that book, however I have the benefit of hindsight as I am working my way backward through his work. Great read and highly recommended for those interested in the subject matter and being on the cutting edge of marketing.

    1 out of 1 people found this review helpful.

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  • Posted May 1, 2011

    Roadmap to a more in depth strategy

    This books discusses all aspects of new PR on a broad level; it is the best place to start. The nitty gritty of each of those strategies and techniques will require further reading in each of the subjects.

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  • Anonymous

    Posted May 1, 2009

    Compelling Read!

    Mr. Scott's book offers a compelling blue print for marketers interested in moving their program and staff into the world of Web 2.0. Although everything in the book may be applicable to my business, a lot of certainly is. And everything I read is certainly valuable in one way or another.

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  • Anonymous

    Posted March 23, 2009

    An important book

    Rules for marketing and PR are on the move. This book gets it right between the eyes and opens them to the reader. An important book for those who want to be in today's market.

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  • Anonymous

    Posted January 16, 2009

    Great Primer for Students; Must-Read for PR Executives

    In The New Rules of Marketing and PR, author David Meerman Scott wastes no time in tearing down the PR establishment¿s game.<BR/><BR/>"Prior to the Web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the Web has changed the rules. The Web is not TV. Organizations that understand that understand the New Rules of Marketing and PR develop relationships directly with consumers like you and me" (5).<BR/><BR/>From here, Meerman takes you through a number of case studies on how consumers¿ purchasing habits have changed as a result of the Web. One only needs to consider the popularity of on-line shopping at Christmastime to get the gist of Meerman¿s philosophy. But Meerman does more than plug you into the online shopping world. He explains the latest concepts in communication technology as well as how to use them. As a bonus, Meerman provides an action plan to harness the power of his ideas.<BR/><BR/>The unfortunate downside of this book is that The New Rules of Marketing and PR doesn¿t address changes in the communications landscape since the book was written in 2007. Meerman discusses Squidoo without the knowledge of Twitter. He discusses MySpace at the expense of Facebook. Clearly, The New Rules could use a second edition.<BR/><BR/>The book is quick and easy to read, otherwise, much like the blog strategies he recommends. The New Rules of Marketing and PR is a great primer for college students majoring in communications and a must-read for executives who want (need) to understand the shifting landscape of public relations.

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  • Anonymous

    Posted January 21, 2008

    A quick read about how the Internet has changed marketing and PR practices

    David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he¿s undoubtedly got a point however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott¿s blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using the Web in new ways, and his ideas are useful and practical. We recommend this book to experienced marketers who are unfamiliar with or skeptical of new media and techniques younger readers may find it superficial or obvious.

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  • Anonymous

    Posted October 2, 2007

    web demands new approaches to marketing

    This is a great book - I wish I had written it myself. It's the first book I have seen to really seize on the totally new game of web-based marketing in all its forms - blogs, podcasts, even viral marketing! Even if readers don't plan to use all these approaches, if they inhabit, or their customers inhabit the web, they need to understand it. The book has a fabulous action plan, and even if companies chose to time-phase their new marketing approach by hitting only one or two items to start, the sequence of rapid-fire new marketing solutions is easy to hook into as this approach takes over.

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  • Anonymous

    Posted June 11, 2007

    This Book will Change Your Aproach to the Web

    After devouring this book it has a record number of post it notes attached to pages. The 'new style ' of writing books first in a blog and then into print is starting to generate more books like this one, chock full of very useful information and methods, vs academic tomes with thoughtful but less tested ideas. So many great ideas in this book, but one that comes up early is that Press Releases are read as much by buyers than any other group out there, due to search engine retrieval long after the release date. So you need to write your releases as much for your buyers as to media, and make sure they are always posted on your site media centre. This reinforces the need for all your web content to talk to buyers in their words about their issues, not how great your company or product is. One more reinforcement of the core research findings behind our Precision Sales and Marketing approach. A library keeper, but a working book, not just a reference.

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    Posted June 19, 2011

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    Posted April 27, 2011

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