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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 [Hardcover]

by David Meerman Scott
4.5 out of 5 stars  See all reviews (197 customer reviews)


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Book Description

June 4, 2007 0470113456 978-0470113455 1
For marketers, 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 people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.


Editorial Reviews

From Publishers Weekly

Starred Review. Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, 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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, 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) (Publishers Weekly, August 6, 2007)

"a valuable source of inspiration" (Brand Strategy, November 2007)

"This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing."  (Gulf Business, Vol. 12/ Issue 7)


Product Details

  • Hardcover: 304 pages
  • Publisher: Wiley; 1 edition (June 4, 2007)
  • Language: English
  • ISBN-10: 0470113456
  • ISBN-13: 978-0470113455
  • Product Dimensions: 8.7 x 5.8 x 1 inches
  • Shipping Weight: 11.4 ounces
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (197 customer reviews)
  • Amazon Best Sellers Rank: #517,564 in Books (See Top 100 in Books)

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
185 of 190 people found the following review helpful
5.0 out of 5 stars A to Z assistance for any business May 30, 2007
Format:Hardcover|Verified Purchase
More than anything, The New Rules of Marketing & PR ties things together. The book provides an easy to understand yet comprehensive view of the new online marketplace--a landscape that can appear quite bewildering, even to marketing specialists. With so many options at our fingertips (literally), where do we start? Blogs? Podcasts? Public relations? SEO? Paid search? Viral marketing? The list goes on. To make matters worse, technology is changing and new tools are developing almost every day.

In the early chapters, David takes a high altitude look at online marketing options, showing us how they developed, why they're important, how they work, and why they work. In later "Action Plan" chapters, he jumps into the trenches and shows us how to actually use the tools and implement programs. Throughout, he uses detailed case studies to illustrate not only the programs but the amazing results they can achieve.

But it isn't just the latest and greatest technologies that are crucially important. Public relations, for example, has been around since Gutenberg but for the first time is practical for a small company. Traditional PR was cost-prohibitive and dependent on unreachable key media contacts. But in the new world--

"...your primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers." (Chapter 5)

Today, public relations may be the single most underutilized tool in the marketing arsenal.

Another "old" technology David brings us up to speed on is the corporate Web site. In fact, the three most important points I got out of The New Rules of Marketing & PR have enormous implications on traditional Web development.
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66 of 67 people found the following review helpful
5.0 out of 5 stars What a Wake-Up Call! June 3, 2007
Format:Hardcover
By embracing the strategies in this book , you will totally transform your business. David Meerman Scott shows you a multitude of ways to propel your company to a thought leadership position in your market and drive sales - all without a huge budget.

From my perspective, the best thing about this book is that everyone can gain value from it. There are so many places you can start applying these new rules of marketing and PR. For example, I'm an experienced blogger, considered an expert in my field and already have a strong online presence. Yet I'm immediately going to start applying the lessons in Chapter 14: How to Use News Releases to Reach Buyers Directly.

Here's what else I like about this book:

1. The author includes numerous examples from a variety of businesses in different industries & sizes that have all used these strategies for success.

2. The book shows you multiple venues to reach your buyers directly. This circumvents the high costs of mainstream media enabling firms who are running bootstrap operations to compete with the big boys.

3. The "how to" guidelines on leveraging news releases in a web-based world are excellent. You'll learn how to create news on a regular basis, capitalize on various distribution services, focus on key words/phrases in your writing that are used by your buyers, and incorporate social media tags.

4. The insights on optimizing a website's online media room for search engines is another easy-to-implement technique with high payback.

In summary, I guarantee you that your investment in this book will be paid back many times.

~ Jill Konrath, author of Selling to Big Companies
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143 of 156 people found the following review helpful
1.0 out of 5 stars Hype and generalizations June 16, 2009
By M. Ward
Format:Paperback
Get rich, be successful, blog, podcast, blah... I feel like it is 1999 all over again.

My issues with this book are:

1. It is very light on critical analysis of when these technologies are of value. Face it -- hundreds of thousand of businesses should not have blogs or employ most of these technologies.

2. There is almost no information on the return on investment of these technologies versus other marketing media or tactics. Having a media / PR person spend 10 hours developing a sketch media plan, buying ads in a circular, building an email list, etc. could be 1,000 times more beneficial than spending the hundreds of hours that costs to implement most of these tactics well.

3. The goals for using each technology should be crystal clear and realistic and the hype in this book does not reflect that.

4. Rising above the noise on the Internet is really, really hard. This book gives you no information on how to do that beyond the age old adage of "know your buyer."

I started to write - it's ironic that there is a chapter on "how to develop thoughtful content" and then I had a realization that the author is actually a good marketer. This book isn't about imparting knowledge and being useful to businesses and organizations. It's about selling books. The author is very aware of his buyer - it is somebody who is rightfully in awe of the Internet and its viral potential, heard Dell figured out how to make $3 million on twitter (their ad budget is $1.5 billion per year), and doesn't know what their first step should be. Unfortunately, this book isn't a good place to start.
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Most Recent Customer Reviews
5.0 out of 5 stars Easy to read & inspiring
Only half way through but am noticing a big difference in my outlook for my small business. Couldn't be happier and I love the flow. Read more
Published 4 months ago by NOLAgirl
5.0 out of 5 stars Love it
Learn a lot about Marketing and Press Release, still applicable for year 2013. The information inside worth more than what you spent for your money...
Published 6 months ago by TheUnboxingGeek-com
3.0 out of 5 stars I've read better.
I'm in the profession. This covers the topics, but could go more in-depth. I've got a big library of professional audio books, so I'm a tough customer.
Published 8 months ago by J. Feigenbaum
4.0 out of 5 stars Great book for marketers!
I work in marketing and PR and this book was like my bible. It has so many great tips. A must read if you work in either field!
Published 13 months ago by Bella0482
1.0 out of 5 stars Too broad on generalizations and too thin on how-tos
I have a small niche web hosting service I've been meaning to promote using online marketing, social media/networking, blogging, etc and the book genuinely felt promising at first,... Read more
Published 14 months ago by Tomas A. Maly
4.0 out of 5 stars The New Rules of Marketing and PR
The New Rules of Marketing and PR by David Meerman Scott had greatly interest me when I first sought to heard this book. Read more
Published 16 months ago by Kaitlin
5.0 out of 5 stars Ideal information for understanding the power of the Internet
I love this book! This book gave me a brand new perspective on how to use the Internet effectively and efficiently to market and promote my business. Read more
Published on August 29, 2011 by Keith Lawrence Miller, CPC ACC MA
4.0 out of 5 stars An Update for New and Old
Many of the "New Rules" are new and pertain to the digital world which is changing much of our world including marketing. Read more
Published on April 18, 2011 by David Mcgowan
4.0 out of 5 stars Easy to listen - easy to implement
This book may be a couple of years old, but the foundation is sound. I like the way Scott lays out the basics before the details and encourages listeners to jump to related... Read more
Published on October 18, 2010 by TPassantino
5.0 out of 5 stars Learning from scratch
I am a 62 year old fellow that is nearing retirement. It is my desire though, to learn how to communicate with the coming generations. Read more
Published on September 11, 2010 by Roger
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