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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 Paperback – August 30, 2011

4.5 out of 5 stars 68 customer reviews

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Editorial Reviews

Amazon.com Review

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.

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



Help for Your Marketing & PR Strategy
Read excerpts (PDF) from five top social media and marketing books to kick start your marketing and PR strategy: The New Rules of Marketing & PR, Content Rules, Inbound Marketing, UnMarketing, and The End of Business as Usual.

Product Details

  • Paperback: 366 pages
  • Publisher: Wiley; 3 edition (August 30, 2011)
  • Language: English
  • ISBN-10: 1118026985
  • ISBN-13: 978-1118026984
  • Product Dimensions: 6.2 x 1.1 x 9 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (68 customer reviews)
  • Amazon Best Sellers Rank: #437,710 in Books (See Top 100 in Books)

Related Media

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

Top Customer Reviews

Format: 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!
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This book was a big "eh" for me. I got a handful of ideas to act on, but I really had to wade through a lot of useless stuff (good writing that's not relevant to me) to find them. My biggest complaint is that The New Rules of Marketing & PR is not oriented to a small business person, and I never once bonded with author David Scott. And secondly, there's TMI (too much information). I would have preferred a more strategic, consolidated and streamlined approach. There must be a better resource available!
1 Comment 42 of 49 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
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I can not tell you how disappointed I am that people gave this book a good review. What a waste of time this big boring read was!!! Honestly, if you know nothing about social media, this book could be useful, but if you have ever even logged on to Facebook, Myspace, Twitter or LinkedIn before, you probably could have figured out his "helpful" tips for yourself. This book couldn't be more vague. If you want a book that actually helps you put together a social media strategy for you business, DON'T WASTE YOUR TIME WITH THIS READ!!! I found The Zen of Social Media Marketing extremely more helpful than I found this over-wordy, over-priced, self-praising book.
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I have been a web product manager for years but have always been intimidated by the PR world. As Product Manager, I always try to understand buyers' problems and develop products that solve these problems. To switch to PR, this book made me realize that all I needed to do was to start TALKING to those buyers and telling them directly how my product was giving them solutions. This book makes it super easy to start. I particularly liked the Chapter 11 to define a corporate Marketing and PR strategy and the tons of practical tips that can be implemented right away. I have been a big fan of Pragmatic Marketing for the last 10 years. I just converted to the New rules of Marketing and PR!
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If David Meerman Scott would spend more time talking about his topic and less time bashing what he thinks are "traditional marketers," he may have produced something worthwhile. As it is, there are very few new ideas in this book. Most of the ideas he cites as being counter to traditional marketing, such as creating meaningful goals based on your buyers and segmenting markets around brand persona profiles, have been used by serious marketers for decades. Where have you been David? This book is wildly sophomoric. If there is any new information here, it could be summed up by simply saying that the Internet has created a new environment where you don't just send out press releases to the media, but directly to thought leaders and customers. Two stars. There's definitely material here to write about. Mr. Scott simply wasn't up to the task.
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If you are new to online marketing, social media marketing and blogging for promotion, this is the perfect starting point. Experienced marketers will find it is old news, but the case studies are great. Perfect for beginners.
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As David Meerman Scott explains very well and detailed in his book "The New Rules of marketing & PR", companies have the possibility to reach out directly to consumers through the new media, without necessarily gaining attention of journalists, traditional gatekeepers of information for the masses, or buying expensive ads on radio, TV and print outlets. In an easy-to-read an entertaining way, David gives a complete round up on the use of social media, online video, mobile applications, blogs, news releases and viral marketing techniques to reach the buyers directly.

I found very interesting the concept of "buyer persona", the buyer profile every company should come up with before to decide the communications strategy. Indeed, very important thing is to focus time and money on those platforms and channels where the buyer personas for a specific product are. There are too many tools out there, a marketer should pick just the ones that matter for that company.

I would recommend this book to all the PR and marketing pro that want to get an overall description of the challenges and new opportunities marketers face with new media. Highly recommended.
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