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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 | 
 enlarge | Author: David Meerman Scott
Publisher: Wiley
Category: Book
List Price: $24.95
Buy New: $13.55
You Save: $11.40 (46%)
New (41) Used (15) Collectible (1) from $11.50
Avg. Customer Rating:  101 reviews
Sales Rank: 620
Media: Hardcover
Number Of Items: 1
Pages: 304
Shipping Weight (lbs): 0.7
Dimensions (in): 8.7 x 5.7 x 1.2
ISBN: 0470113456
Dewey Decimal Number: 658.872
EAN: 9780470113455
ASIN: 0470113456
Publication Date: June 4, 2007
Availability: Usually ships in 1-2 business days
Condition: Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.
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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.
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| Customer Reviews: Read 96 more reviews...
 A to Z assistance for any business May 30, 2007
54 out of 57 found this review helpful
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.
 Some good ideas, but several misguided assumptions August 16, 2007
29 out of 34 found this review helpful
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.
What a Wake-Up Call! June 3, 2007
22 out of 23 found this review helpful
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
The New Rules brings together online marketing & PR in an accessible form May 27, 2007
16 out of 17 found this review helpful
For those who read David's Web Ink Now blog [...], the themes of this book will be familiar. David released an eBook, the New Rules of PR, last year, focusing on direct-to-consumer press releases. That eBook, plus all of his experiences in viral marketing have led to this new book.
The book expands beyond PR to include online marketing, viral marketing and leveraging content. As David points out, in this new environment, these areas are all converging. A news release, posted to your website, simply becomes marketing content to the reader. As with his previous book, Cashing in With Content, Scott uses compelling real-world examples to demonstrate the benefits of these methods.
Roughly half the book is focused on putting these concepts to practice in your own environment. These ten chapters provide specific guidance for understanding buyer personas, using content to position your company as a thought leader and writing content that will resonate with your buyers. There are also hands-on chapters on blogging, podcasting and leveraging social networking sites.
The New Rules of Marketing and PR covers a lot of ground in less than 300 pages. For traditional marketers and executives, the book is an accessible guide to the emerging models. For those knee-deep in online marketing already, the New Rules serves as a useful checklist of tips and tools to ensure that your marketing, PR and content are working together to help you achieve your goals.
[...]
 Hard to tell what all the excitement is about August 2, 2007
16 out of 32 found this review helpful
If this is "thought leadership" the train must have left the station about 6-7 years ago. None of this is new, and I seriously question if the author or the reviewers are familiar with current PR or marketing practices.
Individual anecdotal experiences do not a marketing strategy make, and very few folks bother to read blogs (less than 1%). Google is where it is at, and if you think otherwise, you're not connected to the web. Next generation - video. But surprise, surprise - good video (from a messaging standpoint) takes a lot of traditional messaging and production skills. But hey - proclaim yourself a "thought leader" of yesterday's ideas and bingo! - instant guru, excuse me - "thought leader".
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