- Paperback: 289 pages
- Publisher: John Wiley; 2nd edition (January 12, 2010)
- Language: English
- ISBN-10: 0470547812
- ISBN-13: 978-0470547816
- Product Dimensions: 6 x 0.9 x 8.9 inches
- Shipping Weight: 11.4 ounces (View shipping rates and policies)
- Average Customer Review: 124 customer reviews
- Amazon Best Sellers Rank: #1,038,546 in Books (See Top 100 in Books)
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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly 2nd Edition
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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
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!
"I've relied 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 "David Meerman Scott not only offers good descriptions of digital tools available for public relations professionals but also explains strategy, especially the importance of thinking about PR from publics' perspectives, and provides lots of helpful examples. My students loved this book." -Karen Miller Russell, Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia.
Top customer reviews
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Now, I've seen complaints about this book being "dumbed down" because it is written like a blog. I think that's ridiculous. People reading this book need to see it written like a blog because that is how to put these ideas into practice. Further, I kept stopping because I had to run to my computer and implement ideas it gave me (whether directly or indirectly). The blog format was perfect for letting me put it down and come back to it.
David Meerman Scott is right. Nobody wants ads shouted at them on the internet. We go there to hunt and find entertainment and ideas and to share them at our own speed. I don't want to be interrupted by ads. It delays me from getting to the content I really want. This book tells you exactly how to create the content your buyer wants, instead of just delaying them from it.
This is a great read and it's already going in to practice in my business. I've already ordered his book about Marketing Lessons from the Grateful Dead.
However, many business leaders are still tied to antiquated methods for reaching customers, prospects, and work associates. This book helps us abandon obsolete marketing and public relations practices, and take advantage of the preferred contemporary strategies for getting our messages across.
Curious about Facebook, Podcasting, Squidoo, and similar means of communicating? You'll get the answers here.
When I became an entrepreneur in 1997, I couldn't have imagined the emergence of so many fresh, innovative ways to market my services. Wouldn't a standard press release attract enough clients and prospects for me? No--and I read this book to discover viable alternatives.
Watch this video for more detail. Then buy it and follow the suggestions--before your competition does.
The Complete Communicator: Change Your Communication-change Your Life!
David Meerman Scott is extremely knowledgeable on the subject but he injects just enough of his own opinion and experience. For most the book he refers to real life examples of business owners and marketing/PR execs who have successfully used the tools he discusses for promotion.
For me, this book was great because unlike many other books on the subject, it was a how to guide, not just a general overview. He talks each tool in a simple way that beginners will understand, but he offers enough real world examples and tips to make it a good reference guide for experienced pros. This is one book I will be keeping on my shelf after school is over. I highly recommend it to both experienced pros and beginners in the Marketing and PR field, as well as small business owners and professionals interested in promoting themselves online.
As the title suggests, the book starts by explaining the new rules of marketing and PR by contrasting with the old way of doing things. This is key to understand. Since the technology businesses employ to communicate and market to the masses has changed, so has the rules and norms governing marketing and public relations. The biggest lesson conveyed here is that you have to embrace both the new technology and new new methods for using them to be successful in business these days. Scott does a great job explaining the new rules and how they apply to each medium.
Another unique aspect of this book is how much emphasis the author placed on content. Most books about social media and branding offer mere suggestions on how to use the tools and sprinkle success stories throughout the text to support their theories. New Rules digs deeper and asserts that your social media sites are nothing if not rich in content. Section III, Action Plan for Harnessing the Power of the New Rules, contains chapters 10 You Are What you Publish, 11 Online Thought Leadership to Brand Your Organization as a Trusted Resource, 12 How to Write for Buyers and 13 How Web Content Influences the Buying Process, deal specifically with creating great content.
This book is a must-have for all entrepreneurs and professionals looking to leverage social media. It's the type of book that you read once from cover-to-cover, dog ear pages and refer to consistently. I highly recommend making this a part of your business library.