Product Description

The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely.

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 those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Product Details

• Amazon Sales Rank: #306 in Books
• Published on: 2007-06-04
• Number of items: 1
• Binding: Hardcover
• 304 pages

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)

Review
"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style."
—Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books

"The New Rules of Marketing & 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, Co-author of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm

"The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force."
—Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact

Customer Reviews

You can skip around the chapters and still get to the bottom line(s)
This book gives great details on new media. It was a great guide for quick references especially if you're looking for key words/summaries when describing new marking and pr opportunities in recommendation memos or presentations.

New Rules Requiring "Old" Skills
Traditional PR is dead, what is important is creating compelling online content that will both bring search engine traffic and inspire traditional media to cover you, your product, your service.

That is the basic premise of the The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly."

The underlying belief is that the ability to speak directly to your "publics," the people you want to reach, has dramatically changed the landscape. We've moved from a media-centric communication model to an online model. The process has changed from traditional media relations (working with reporters to get your story out, hoping that they will get the facts straight) to directly getting your story out on your website, blog, podcast or YouTube video.

And, perhaps more importantly, the model has changed from one-way controlled communication to a two-way conversation.

This model has definitely worked for the author, who has been writing a blog for years, and has been consistently covered by the media as a direct result of his writing.

Interestingly, both the "new" and "old" approaches require many of the same skills. The ability to listen to your market. To convey the news, craft a story, and write intelligently. To be creative, persistent and consistent.

In those ways, the "new" rules highly depend on some "old" (and unfortunately scarce) skills. This book reminds all PR and marketing people (myself included) of the importance of those skills, whether we are doing traditional or "new" marketing and PR.

Exceptional Book
I've read probably 10,000 plus pages about marketing on the net. From articles, blog posts, eBooks, white papers, news releases and throw in a ton of video and audio.

I consider this book the most comprehensive and insightful of the lot.

The book is very "production-oriented." What I mean by that is that every facet of marketing and PR that David Scott discusses is presented from the viewpoint of your presence on the net being PRODUCTIVE. Not pretty, not snazzy, not high tech...PRODUCTIVE.

If you're selling a product or service, he gives solid advice on how to increase revenues. If you're interested in recruiting volunteers for a cause, the advice fits to get ACTUAL RECRUITS. And so on for virtually any kind of activity on the net.

Having an orientation of this kind is refreshing.