- Paperback: 320 pages
- Publisher: Wiley; 1 edition (November 3, 2008)
- Language: English
- ISBN-10: 0470379286
- ISBN-13: 978-0470379288
- Product Dimensions: 5.5 x 0.9 x 8.6 inches
- Shipping Weight: 12 ounces (View shipping rates and policies)
- Average Customer Review: 200 customer reviews
- Amazon Best Sellers Rank: #520,079 in Books (See Top 100 in Books)
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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 1st Edition
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"This is the first to explain the options in a way I find non-tech growth company executives can understand" (GulfNews.com, April 8th 2009)
From the Back Cover
Totally updated with a new introduction and fresh insights on social media
The Internet and social media have transformed the way companies communicate with consumers. The New Rules of Marketing and PR shows you how to leverage the potential of Web-based communication to build a personal link with your market. Forget old advertising tactics that don't work online. Adopt the new rules and start a profitable relationship with your buyers and those who influence them.
Praise for The New Rules of Marketing and PR
"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)
"[Scott] goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that shows you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style."
Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books
"The New Rules of Marketing and PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."
Mark Levy, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company
"'Revolution' may be an overused word in describing what the Internet has wrought, but revolution is exactly what Scott embraces and propels forward in this book. With this rule book to the online revolution, you can learn how to win minds and markets, playing by the rules of new media."
Don Dunnington, President of the International Association of Online Communicators (IAOC), Director of Business Communications at K-Tron International, and graduate instructor in online communication at Rowan University
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The new media, on the other hand, especially those forms based on the Web, are inexpensive, two-way and highly targetable. Far from interrupting the customer's entertainment, the best of the new media - such as search engines, podcasts, blogs, web sites and social networking - are actually sought out by people looking for something specific. Often, they have a problem; and your product may provide the solution. When done well, these media can also be highly entertaining, which can cause your campaign to take off, or "go viral". You can also interact with potential and established customers, which not only increases the chances of sales, it also provides you with valuable consumer feedback about your product.
Scott recommends that you start by defining your set of potential customers: define their characteristics and name these profiles. Then you can design your blog, web site, etc., to address the needs of each of these named groups. He suggests ways to do this, and describes what is needed to use each of these tools to best advantage.
Highly recommended reading for anyone wanting to sell products or services inexpensively and creatively in the 21st Century!
Obviously, if there are "new" rules, there must have been "old" ones. Diligently, Scott discusses those old rules, from spending hard earned money on "interruption" advertising, using traditional methods of press releases, and public relations in the pre-new media days. It sets the stage for the "New" rules which rely heavily on the world wide web, content, and the ability of firms to reaches their buyers directly, rather than have to go through a host of intermediaries.
From the use of blogs, to using different web services to issue press releases, from other types of social media, and emphasizing thought leadership and quality content, Scott, goes in depth how a "new rules" driven marketing and pr department can have a greater impact than they could have had using the old rules. The key component is that content is king. For marketing and communications departments, producing quality content in the form of white papers, or case studies, is a great way of reaching your buyers. More importantly, thought leadership positions your company to be viewed as a respected leader, something that is critical in the buyer driven sales process.
A critical component to the "new rules" is the creation of buyer personas. If you are familiar with the work of Adele Ravelle ([...] then you are familiar with the process. If not, it is an exercise in identifying those individual types who would buy your product. More importantly, those personas provide insights in how to market to them directly.
Since much of Scott's book does rely on new media, he also spends time discussing new technologies like podcasting, videocasts, and social media sites like MySpace. The great thing about Scott's "new rules" is that it is for you, the marcomm director, to take advantage of. Many of the resources are open directly to you, at your control.
If you are like me, at a company that is looking to take greater control of marketing and communications, become more effective, and do it in a way without the need of an agency, this is a fantastic book. I highly recommend.
The book covers the basics of social media, online PR, online marketing tactics, blogs, news releases, podcasting and search marketing. David Meerman Scott provides a solid framework for creating your new PR & marketing strategy and explains why and how you should engage the new media tools at your disposal. He provides enough meat via case studies and research to show the value and potential rewards but he doesn't go so deep that you get lost in technical jargon and become overwhelmed by technical details.
A wonderful book for early-stage or those just getting started in online marketing or for those who haven't quite figured out yet that an outside PR firm is not a necessity anymore. You have access to media directly and therefore can reach your customers directly. This book will show you how to reach them and move them to benefit your business.
--Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."