The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly

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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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Editorial Reviews

Publishers Weekly

Though the value of 30 seconds of Super Bowl advertising may not yet be affected, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well thought-out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the Web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new millennial marketing should find use in the hands of any serious PR professional making the transition. (July)

Copyright 2007 Reed Business Information
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Product Details

  • ISBN-13: 9780470113455
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 6/4/2007
  • Edition number: 1
  • Pages: 304
  • Product dimensions: 5.80 (w) x 8.60 (h) x 1.30 (d)

Meet the Author

David Meerman Scott is a consultant, conference speaker, and seminar leader, as well as a successful author. In his consulting work, David specializes in using online content to market and sell products and services to customers worldwide. He has presented at industry conferences and events in over 20 countries on 4 continents. As an award winning marketer and writer, Scott has developed online marketing programs responsible for selling well over one billion dollars of products and services. Scott is an instructor for the Pragmatic Marketing Effective Marketing Programs seminar that shows participants how to develop a convincing plan for anything from a single campaign to a strategic go-to-market initiative
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Table of Contents

Foreword     xvii
Introduction     xxi
The New Rules     xxiii
Trying to Write Like a Blog, But in a Book     xxiv
Showcasing Innovative Marketers     xxvi
How the Web Has Changed the Rules of Marketing and PR     1
The Old Rules of Marketing and PR Are Ineffective in an Online World     3
Advertising: A Money Pit of Wasted Resources     5
One-Way Interruption Marketing Is Yesterday's Message     6
The Old Rules of Marketing     8
Public Relations Used to Be Exclusively about the Media     8
Public Relations and Third-Party Ink     10
Yes, the Media Are Still Important     10
Press Releases and the Journalistic Black Hole     11
The Old Rules of PR     12
Learn to Ignore the Old Rules     14
The New Rules of Marketing and PR     15
The Long Tail of Marketing     17
Tell Me Something I Don't Know, Please     19
Bricks-and-Mortar News     21
Advice from the Company President     23
The Long Tail of PR     24
The New Rules of Marketing and PR     25
The Convergence of Marketing and PR on the Web     26
Reaching Your BuyersDirectly     27
Let the World Know about Your Expertise     31
Develop Messages Your Buyers Want to Hear     31
Buyer Personas: The Basics     32
Think Like a Publisher     35
Tell Your Organization's Story Directly     36
Know the Goals and Let Content Drive Action     37
Content and Thought Leadership     38
Web-Based Communications to Reach Buyers Directly     41
Blogs: Tapping Millions of Evangelists to Tell Your Story     43
Blogs, Blogging, and Bloggers     45
Understanding Blogs in the World of the Web     47
The Three Uses of Blogs for Marketing and PR     50
Monitor Blogs-Your Organization's Reputation Depends on It     51
Comment on Blogs to Get Your Viewpoint Out There     53
Do You Allow Employees to Send E-Mail? How about Letting Them Blog?     56
Breaking Boundaries: Blogging at McDonald's     57
The Power of Blogs     59
Get Started Today     60
The New Rules of News Releases     61
News Releases in a Web World     63
The New Rules of News Releases     64
If They Find You, They Will Come     64
Driving Buyers into the Sales Process      67
Reach Your Buyers Directly     68
Audio Content Delivery through Podcasting     69
Putting Marketing Back in Musicians' Control     71
Podcasting: More Than Just Music     74
Forums, Wikis, and Your Targeted Audience     77
Your Best Customers Participate in Online Forums-So Should You     81
Your Space in the Forums     85
Wikis, List Serves, and Your Audience     87
Creating Your Own Wiki     89
Going Viral: The Web Helps Audiences Catch the Fever     91
Minty-Fresh Explosive Marketing     92
Monitoring the Blogosphere for Viral Eruptions     93
Creating Viral Buzz for Fun and Profit     96
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet     96
When You Have Explosive News, Make It Go Viral     97
The Content-Rich Web Site     101
Political Advocacy on the Web     102
Content: The Focus of Successful Web Sites     105
Putting It All Together with Content     106
The Great Web Site: More an Art Than a Science     108
Action Plan for Harnessing the Power of the New Rules     111
You Are What You Publish: Building Your Marketing and PR Plan     113
What Are Your Organization's Goals?     114
Buyer Personas and Your Organization     116
The Buyer Persona Profile     118
The Importance of Buyer Personas in Web Marketing     121
In Your Buyers' Own Words     122
What Do You Want Your Buyers to Believe?     125
Developing Content to Reach Buyers     127
Launching a Baby Dinosaur     128
Stick to Your Plan     132
Online Thought Leadership to Brand Your Organization as a Trusted Resource     133
Developing Thought Leadership Content     134
Forms of Thought Leadership Content     135
How to Create Thoughtful Content     138
Leveraging Thought Leaders outside of Your Organization     139
How Much Money Does Your Buyer Make?     140
How to Write for Your Buyers     143
An Analysis of Gobbledygook     144
Poor Writing: How Did We Get Here?     145
Effective Writing for Marketing and PR     147
The Power of Writing Feedback (from Your Blog)     148
How Web Content Influences the Buying Process     151
Segmenting Your Buyers     153
Elements of a Buyer-Centric Web Site     155
Using RSS to Deliver Your Web Content to Targeted Niches     159
Link Content Directly into the Sales Cycle     160
A Friendly Nudge     161
Close the Sale and Continue the Conversation     162
An Open-Source Marketing Model     163
How to Use News Releases to Reach Buyers Directly     167
Developing Your News Release Strategy     168
Publishing News Releases through a Distribution Service     169
Reaching Even More Interested Buyers with RSS Feeds     171
Simultaneously Publishing Your News Releases to Your Web Site     171
The Importance of Links in Your News Releases     172
Focus on the Keywords and Phrases Your Buyers Use     173
Include Appropriate Social Media Tags     175
If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!     176
The Online Media Room: Your Front Door for Much More Than the Media     179
Your Online Media Room as (Free) Search Engine Optimization     180
Best Practices for Online Media Rooms     181
An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees     189
Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room     191
The New Rules for Reaching the Media     193
Nontargeted, Broadcast Pitches Are Spam     194
The New Rules of Media Relations     195
Blogs and Media Relations     196
How to Pitch the Media     197
Blogging to Reach Your Buyers     201
What Should You Blog About?     202
Blogging Ethics and Employee Blogging Guidelines     204
Blogging Basics: What You Need to Know to Get Started     206
Pimp Out Your Blog     208
Building an Audience for Your New Blog     210
Tag, and Your Buyer Is It     211
Blogging Outside of North America     212
What Are You Waiting For?     214
Podcasting and Video Made, Well, as Easy as Possible     217
Podcasting 101     217
My Audio Is Your Podcast     221
Video and Your Buyers     223
Knifing the Competition...and It's All Caught on Video     226
Social Networking Sites and Marketing     229
Check Me Out on MySpace     229
Do You Squidoo?     231
Optimizing Social Networking Pages     233
Second Life: Marketing in a Virtual World     235
Search Engine Marketing     241
Search Engine Optimization     243
The Long Tail of Search      244
Carve Out Your Own Search Engine Real Estate     245
Web Landing Pages to Drive Action     246
Search Engine Marketing in a Fragmented Business     249
Make It Happen     253
Great for Any Organization     255
Now It's Your Turn     258
Acknowledgments     259
Index     267
About the Author     276
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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.

    Was this review helpful? Yes  No   Report this review
  • 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.

    Was this review helpful? Yes  No   Report this review
  • 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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