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

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

4.1 45
by David Meerman Scott
     
 

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The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have

Overview


The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely.

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Product Details

ISBN-13:
9780470379288
Publisher:
Wiley
Publication date:
11/03/2008
Pages:
320
Product dimensions:
5.40(w) x 8.40(h) x 0.90(d)

Meet the Author

David Meerman Scott is an award-winning marketing strategist, best-selling author, conference speaker, and seminar leader.

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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly 4.1 out of 5 based on 0 ratings. 45 reviews.
cmp53 More than 1 year ago
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!
Dave_Donelson More than 1 year ago
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.
AnneWilsonYu More than 1 year ago
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.
Shantae_Rivers More than 1 year ago
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.
R_Michael_Brown More than 1 year ago
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.
TheresaHay9 More than 1 year ago
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.
MadisonRye More than 1 year ago
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.
JenBeever More than 1 year ago
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.
jrsedivy More than 1 year ago
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.
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Carlos Imery More than 1 year ago
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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