| | |  | Drew McLellan | | Home » | | | | | | | Product Promotions: | | | | | Description: | | 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. | | | Product Details: | | | Author:
| David Meerman Scott | | Hardcover:
| 304 pages | | Publisher:
| Wiley | | Publication Date:
| June 04, 2007 | | ISBN:
| 0470113456 | | Package Length:
| 8.66 inches | | Package Width:
| 5.67 inches | | Package Height:
| 1.18 inches | | Package Weight:
| 0.71 pounds | | Average Customer Rating:
|  based on 101 reviews |
| | | | Customer Reviews: | |
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1 of 1 found the following review helpful:
 It just makes sense!Aug 22, 2008
I have working in marketing for years and have even dabbled in new marketing, social media and the like. The New Rules of Marketing and PR just takes it to a whole new level where it just makes sense!
After reading I have an entirely new focus around our day to day activities as well as our overall marketing strategy. I keep it on my desk and am constantly referring to it or the thousands of notes I took while reading it.
HKM
Director of Marketing at a Software Start-up
1 of 1 found the following review helpful:
New rules mean new behavioursAug 21, 2008
David Meerman Scott gives an exceptional overview of how these very traditional disciplines are changing, but with excellent practical tips and advice as to how to embrace this change.
A must read for any PR or marketing professional.
0 of 1 found the following review helpful:
Excellent with lots of repetitionAug 16, 2008
The book is a an excellent introduction to the new e-PR and e-marketing techniques, and full of concrete methods on how to tackle these issues.
The only catch is that it is full of repetition: same advices and same examples repeated over and over again. I think is the repetitions are taken off, the book could be shrunk down to 100 pages
The Internet has made public relations public againAug 05, 2008
The New Rules of Marketing and PR. The subtitle is "How to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly."
That last bit about reaching customers directly is a key point about the difference between the old rules of PR and the new rules. Traditionally, PR agents wrote press releases in certain style, and sent them to journalists with the hope of some resulting press coverage. The author says "the Internet has made public relations public again." Customers can find your news releases on your web site, so you should write with that in mind. "In PR, it's not about clip books. It's about reaching our buyers."
The author recommends establishing a reputation of thought leadership in your industry. Too often organizations wag the dog by focusing on technology and design, but it is content that will get you traffic from search engines, and it is content that will help customers make buying decisions. Web sites, blogs, podcasts, wikis, etc. are simply delivery vehicles for the content.
Quality content is written clearly without gratuitous jargon and what the author calls "gobbledygook." (Or as one of my professors used to say, eschew obfuscation.)
Audience segmentation is not a new concept, but I liked the author's term "buyer personas" because it gives the various target groups more of a human face. Learn about each persona, and create separate content to address their specific needs.
1 of 1 found the following review helpful:
Don't Get Left Behind!Aug 04, 2008
The New Rules of Marketing and PR will change the way you think about your marketing strategy. It is marketing and PR 3.0 for the 21st century.
For any business with a Web presence that is looking to take their PR to a new level, this book is a must-read.
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