The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
Posted by Admin on July 28th, 2009 at 05:41am
Frοm Publishers Weekly
Starred Review. Though іt mау nοt уеt hаνе affected thе value οf 30 seconds οf Super Bowl advertising, PR insider Scott argues thаt understanding thе growing irrelevance οf marketing’s “οld rules” іѕ vital tο thriving іn thе nеw media jungle. Already apparent іn newspapers аnd magazines (wіth sharp downturns іn circulation аnd ads), radio (οn thе losing еnd οf thе iPod revolution) аnd direct mail (digitally replaced bу spam), thе imminent fall οf traditional mass media marketing means nеw opportunities fοr legions οf smaller companies аnd independent professionals whο need tο reach niche markets cheaply аnd effectively. Thе way Scott sees іt, thіѕ іѕ аlѕο gοοd news fοr consumers: thе online culture οf integrity аnd information tends tο produce quality content fοr less, аѕ opposed tο thе vapid, one-sided аnd pricey advertising οf print media аnd television. Scott provides thе technical novice a thoughtful аnd accessible guide tο cutting-edge media arenas аnd formats such аѕ RSS, vodcasts аnd viral marketing, without neglecting thе fact thаt technological wizardry саn’t substitute fοr a well-thουght out marketing program. Besides emphasizing fundamentals lіkе defining one’s audience, Scott аlѕο drills home thе ethos аnd etiquette οf thе web, encouraging content thаt’s both useful аnd unobtrusive. Thіѕ ехсеllеnt look аt thе basics οf nеw-millennial marketing ѕhουld find υѕе іn thе hands οf аnу serious PR professional mаkіng thе transition.
Copyright © Reed Business Information, a division οf Reed Elsevier Inc. All rights reserved.
–Thіѕ text refers tο thе
Hardcover
edition.
Review
“Thіѕ іѕ thе first tο ехрlаіn thе options іn a way I find non-tech growth company executives саn understand” (GulfNews.com, April 8th 2009)
Under Internet Marketing
13 Comments for The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
1. Hendrix | July 28th, 2009 at 6:45 am
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.
2. Nuren | July 28th, 2009 at 7:56 am
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
3. Pabla | July 28th, 2009 at 8:22 am
4.0 out of 5 stars
Innovative Book in a Resistant Field
This is an innovative book in the field of marketing and public relations. This field has rather shown resistance to emerging technologies and this book shows how we can…
4. Viveka | July 28th, 2009 at 10:10 am
2.0 out of 5 stars
Not all that New
If you are a marketing professional than you know this stuff. It’s not all that new – good marketing is about a compelling story made available wherever your audience can view it…
5. Xiomara | July 28th, 2009 at 10:45 am
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.
6. Ubaydullah | July 28th, 2009 at 11:19 am
4.0 out of 5 stars
Just get it
If you are in the Marketing or PR business you need to get this book, even if you think you already know about Online PR & Marketing.
7. Yule | July 28th, 2009 at 12:31 pm
5.0 out of 5 stars
A Call to Action for Everyone with a Product or Service to Sell
Not a day goes by without a client or prospect telling me he does not have time to blog, or she thinks social networks are only for teenagers.
8. Yovela | July 28th, 2009 at 12:52 pm
1.0 out of 5 stars
ho hum
Just a book letting the world know how the author got people to buy his book! I had to give it to him, he got me to purchase it.
9. Baeddan | July 28th, 2009 at 2:10 pm
5.0 out of 5 stars
New Rules Hits the Nail on the Head
There’s not much I can tell someone about PR. I’m new to it. Heck, I’m not even really new to it. I’ve held several internships and am about to hold another one, but I’ve yet to…
10. Lily | July 28th, 2009 at 3:23 pm
1.0 out of 5 stars
Hype and generalizations
Get rich, be successful, blog, podcast, blah… I feel like it is 1999 all over again.
My issues with this book are:
1.
11. Anonymous | July 28th, 2009 at 4:20 pm
3.0 out of 5 stars
Not much new here.
Not much new here.
Marketing books are a dime-a-dozen. Few have anything unique to say.
12. Bayarmaa | July 28th, 2009 at 5:23 pm
5.0 out of 5 stars
This book is AMAZING!
This book is amazing! I used what I learned to launch a campaign for the Million Dollar Coupon.
In addition to spreading virally around the web on the real estate…
13. Idris | July 28th, 2009 at 7:35 pm
5.0 out of 5 stars
The New Rules of Marketing & PR
This is an excellent resource. It’s interesting and speaks in a clear, concise language. You will definitely view Marketing and Public Relations in a very different light.
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