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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]

David Meerman Scott (Author)
4.5 out of 5 stars  See all reviews (248 customer reviews)

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Editorial Reviews

Amazon.com Review

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

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 new second edition paperback keeps you up-to-date on the latest trends.

  • New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
  • Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
  • Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
  • David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Social Media Marketing Top Seven
Amazon-exclusive content from author David Meerman Scott

Establishing a social media marketing strategy and creating effective Web content that is indexed by search engines is critical for any business. When people are looking for answers to problems, they go online first!

People and organizations that participate in social media (creating YouTube videos, participating on sites like LinkedIn, Facebook, and Twitter, starting a blog and the like) become part of a vibrant online community and show that market that they are worthy of doing business with.

Unlike non-targeted, in-your-face, interruption-based advertising, social media is content that people actually want to see. How cool is that? Rather than forcing you to convince people to pay attention to your products and services by dreaming up messages and ad campaigns, search engines deliver interested buyers right to your company’s virtual doorstep. This is a marketer’s dream-come-true.

However, most marketers don’t know how to harness this exciting form of marketing. Their most common mistake is to spend way too much time talking about your company’s products and services and worrying too much about being “on message.” In addition, many companies are fearful of jumping into the social media waters because it seems scary to put yourself out there.

Top Seven Ways to Get the Most Out of Social Networking Sites:
1. Target a specific audience. Create a page that reaches an audience that is important to your organization. It is usually better to reach a small niche market than try to go large.

2. Be a thought leader. Provide valuable and interesting information that people want to check out. It is better to show your expertise in a market or at solving a buyer’s problems than to blather on about your product.

3. Create lots of links. Link to your own sites and blog, and those of others in your industry and network. Everybody loves links—it makes the Web what it is. You should certainly link to your own stuff from a social networking site (like your blog), but also link to other people’s sites and content in your own market.

4. Encourage people to contact you. Make it easy for people to reach you online, and be sure to follow up personally on your fan mail.

5. Participate. Create groups and participate in online discussions. Become an online leader and organizer.

6. Make it easy to find you. Tag your page and add your page into the subject directories. Encourage others to bookmark your page with del.icio.us and DIGG.

7. Experiment. These sites are great because you can try new things. If it isn’t working, tweak it. Or abandon the effort and try something new. There is no such thing as an expert in social networking—we’re all learning as we go!

--This text refers to the Paperback edition.

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.
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Product Details

  • Hardcover: 304 pages
  • Publisher: Wiley (June 4, 2007)
  • Language: English
  • ISBN-10: 0470113456
  • ISBN-13: 978-0470113455
  • Product Dimensions: 8.7 x 5.7 x 1.2 inches
  • Shipping Weight: 11.4 ounces
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (248 customer reviews)
  • Amazon Bestsellers Rank: #120,361 in Books (See Top 100 in Books)
    #73 in  Books > Business & Investing > Marketing & Sales > Public Relations

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David Meerman Scott
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
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Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
online world, buyer personas, online media room, buyer persona profile, buyer persona research, thought leadership content, news release content, news release strategy, news release program, influential bloggers, search engine marketing, release distribution services, landing page, own podcast, click fraud, online news sites, smart marketers
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Web-Based Communications, Reach Buyers Directly, Second Life, Tapping Millions of Evangelists, Tell Your Story, Draft Mark Warner, United States, Wall Street, The Online Media Room, The Concrete Network, Reaching Your Buyers Directly, Brand Your Organization, National Community Church, Trusted Resource, Google News, Use News Releases, Jeffrey Eisenberg, Going Viral, Online Thought Leadership, Costa Rica, Uncle Seth, New York City, Really Simple Syndication, Boston Globe, Financial Aid Podcast
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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
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4.5 out of 5 stars (248 customer reviews)
 
 
 
 
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157 of 162 people found the following review helpful:
5.0 out of 5 stars A to Z assistance for any business, May 30, 2007
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This review is from: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover)
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.

Those key points are--

1. The most important New Rule is CONTENT. Design is important. Technology is important. But without extraordinary content, you're doomed.

2. Interruption marketing (think spam and pop-up ads) has given way to consumer-driven marketing. Yippee! "The Web is different. Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it." (Chapter 1)

3. The starting point for any New Rule program is to create customer personas. If you're going to have extraordinary content that motivates buyers to take action, you'd better know your customers inside-out.

David explains how these three principles should influence not only your corporate Web site, but every other online program you undertake.

Thankfully, David is understandable as well as instructive. One reason I've enjoyed his blog for over a year is his conversational, entertaining writing style. He makes learning easy (which is harder to do than you might think). Anyway, his book is just like his blog--illuminating and fun.

The New Rules of Marketing & PR presents the most complete picture of any book I've read. For the marketing specialist, it will fill in the gaps. For the generalist, it will open up a whole new world.
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56 of 57 people found the following review helpful:
5.0 out of 5 stars What a Wake-Up Call!, June 3, 2007
This review is from: 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 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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113 of 129 people found the following review helpful:
3.0 out of 5 stars Some good ideas, but several misguided assumptions, August 16, 2007
This review is from: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover)
If you are a marketing or PR professional who pays attention to new trends, you likely know much of the information in this book. Some sections may be useful for your executives to read when you are having trouble justifying investments in blogging and other new media activity. You may also find some useful ideas or techniques in the many examples presented here.

However, the author's arguments are hindered by his assumption that corporate marketing and PR staff are dinosaurs stuck in the practice of indiscriminate push advertising and media pitches. Scott spends too much time touting press releases as the best way to reach blog readers, a concept that ignores the true potential of blogs and related media for communicating in a deeper and more engaging way with potential customers. He also ignores the very real legal and market constraints that control much of corporate communications in his longing for businesses to adapt the free-for-all communications style of the independent blogging world. It is an unfair judgment to criticize corporate communicators for not living up to this unrealistic expectation.
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5.0 out of 5 stars The rules are different, we must keep up!
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5.0 out of 5 stars An excellent introduction to the use of the new social media
I was sure of the value of this book to me because, being both frugal and cautious in my purchases, I borrowed this book from our County library and read it cover to cover first... Read more
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A lot of sober and pragmatic ideas to leverage technology with age old principles of marketing. Find out what your buyer wants; and give it to them. Read more
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When I read the title of the book I thought it would give a deeper understanding of the new techniques of Internet marketing, however I utterly disappointed. Read more
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This book is great in that it focuses on a few main channels for bringing in traffic, instead of discussing dozens and more ways, many of which are outdated today or just not... Read more
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Just nothing special in this book. I read it once, highlighted it, and it has not come off my bookshelf since. Read more
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I really liked this book. It's has great examples about the new social media world. I'm from Portugal and I have a good english, but this book is really easy to reed!
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4.0 out of 5 stars The Chief Rabbit Reviews: The New Rules of Marketing & PR by David Meerman Scott
Good afternoon, Social Rabbit here with your guide to the world of social media.

Mental Monday is back this time I am reviewing The New Rules of Marketing and PR: How... Read more
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5.0 out of 5 stars Invaluable Resource!
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5.0 out of 5 stars Practical, well-argued guide to on line marketing
David Meerman Scott was an old-fashioned corporate PR executive who has re-invented himself as a consultant on all types of on-line marketing and promotion. Read more
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