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 [Paperback]

David Meerman Scott (Author)

Book Description

Publication Date: August 30, 2011

David Meerman Scotts marketing bible has become a modern day business classic.

This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes:

• A new introduction discussing recent changes to the world of marketing and PR
• A brand new chapter on mobile marketing
• An additional chapter on real-time marketing and PR
• Updated information on how to measure the success of your campaigns
• A range of new tools
• Fresh case studies

Editorial Reviews

Amazon.com Review

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From the Author

Author David Meerman Scott

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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From the Back Cover

Market to win with the third edition of this modern-day business classic!

The one-of-a-kind guide to the future of marketing is back with the very latest digital trends in marketing and PR. Learn new tools and techniques to communicate with buyers directly, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this pioneering guide offers actionable strategies that can be implemented immediately. In this new edition, author David Meerman Scott examines recent changes to the world of marketing and PR, including mobile marketing, new measurement tools, and fresh case studies. The New Rules of Marketing & PR once again brings you all the hottest insider tips so you can confidently market any product, service, or idea—for a fraction of the cost of traditional marketing and PR programs.

"You're not supposed to be able to do what David Meerman Scott is about to tell you in this book!"—Robert Scoble, coauthor of Naked Conversations, Scobleizer.com

"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."—Publishers Weekly (starred review)

"I've relied heavily on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal-clear, and practical guide toward a new (and better) future for the profession."—Stephen Quigley, Boston University

"When I read The New Rules for the first time, it was a 'eureka' moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them."—Brian Halligan, CEO, HubSpot, and coauthor of Inbound Marketing

OVER A QUARTER MILLION COPIES IN PRINT IN MORE THAN 25 LANGUAGES

See all Editorial Reviews

Product Details

• Paperback: 366 pages
• Publisher: Wiley; 3 edition (August 30, 2011)
• Language: English
• ISBN-10: 1118026985
• ISBN-13: 978-1118026984
• Product Dimensions: 9 x 6.4 x 1.1 inches
• Shipping Weight: 14.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (31 customer reviews)
• Amazon Best Sellers Rank: #1,272 in Books (See Top 100 in Books)
  • #1 in Books > Business & Investing > Marketing & Sales > Public Relations
  • #1 in Books > Business & Investing > Industries & Professions > Retailing
  • #1 in Books > Business & Investing > Marketing & Sales > Marketing > Direct

More About the Author

My book The New Rules of Marketing & PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in more than twenty languages, New Rules is now a modern business classic. My popular blog and hundreds of speaking engagements around the world give me a singular perspective on how businesses are implementing new strategies to reach buyers.

I'm the author of other popular books about marketing including Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History and World Wide Rave: Creating triggers that get millions of people to spread your ideas and share your stories.

I am a recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world's largest newspaper and electronic information companies. I've lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents.

Check out my blog at www.WebInkNow.com

Important note about my Amazon reviews: You may notice all my Amazon reviews are five or four stars. I read (and write) a lot. I'm too busy to read a book I don't like -- there's just so many great books waiting! If a book doesn't capture my interest within a few chapters, I put it down and don't finish. I won't review a book I don't finish, so all my reviews are of books I've enjoyed and get a lot of stars!

Customer Reviews

Most Helpful Customer Reviews

21 of 21 people found the following review helpful:

5.0 out of 5 stars Practical Guide with Relevant & Compelling Case Studies, August 22, 2011

By 

A. Davis "TPL Drew" (Boston, MA) - See all my reviews
(REAL NAME)   

This review is from: 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 (Paperback)

Length:: 3:20 Mins

I've read the other two versions of Real Time Marketing & PR and it's a book I constantly reference and refer to executives looking to find a practical way to understand the benefits of participating effectively in a new media world. I've also found that social media and new media practitioners can find value in reading the book as a guide to building a thorough understanding of effective online marketing and PR that goes well beyond Facebook and Twitter.

This Third Edition, which has completely updated case studies and examples also includes a much needed Marketing and PR Strategy Plan template designed to help people get started in a step-by-step approach to social media. There's a great new chapter on measuring your success in the new media space and highlights some practical ways to start measuring your ROI. I particularly enjoyed a section entitled "The Power of Free." - Read it, it's worth the price of the book.

Finally, David Meerman Scott's new edition includes a whole new section on Mobile Marketing that covers everything from GeoLocation to Mobile Apps and Mobile Newsrooms. You'll really like his fun new concept of Cyber Graffiti.

In short, a book that's sold over 250,000 copies and set many of the Fortune 1000 company's social strategies in motion can't be ignored. You'll really enjoy the Third Edition - even if you've read the first two.

If you know what you're doing in the social space... buy a copy for your executive team. They'll immediately embrace your activities and start championing your efforts in the new media world.

In short, you can't publish a book called The New Rules of Marketing and PR in an internet age unless it's updated to still be 'New.' David's done exactly that and it's worth the read!

6 of 6 people found the following review helpful:

5.0 out of 5 stars An Update WORTH Buying, August 8, 2011

By 

C. Chapman "C.C. Chapman" (Milford, MA USA) - See all my reviews
(REAL NAME)   

This review is from: 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 (Kindle Edition)

David is one of the few people in the online marketing and communications world that you can always depend on getting the latest and greatest information from. He doesn't just talk about the exciting new world we live in, but he lives in and works in the world as well.

Filled with updated stories, information and the latest rules that YOU need to know no matter what your business is.

Have a boss who still hasn't embraced that the world has moved beyond print and radio ads? This book makes a great gift for them to get them started embracing what you already know.

8 of 9 people found the following review helpful:

5.0 out of 5 stars A must-read marketing book. Seriously., August 9, 2011

By 

Dharmesh Shah "Founder and CTO, HubSpot" (Boston, MA) - See all my reviews

This review is from: 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 (Kindle Edition)

Disclosure: I'm a huge, huge fan of David Meerman Scott and he is an advisor to my company, HubSpot.

This is the marketing book that changed my life.

When I first encountered "New Rules", I was had just gotten into marketing (I'm a technology entrepreneur). My startup was founded on the exact principles and ideas that are in this book.

I could not recommend this book more highly. It's a practical guide to how marketing works *today* and should be required reading for all marketers and small business owners. I've seen these ideas applied in thousands of businesses. They work.