| | |  | Drew McLellan | Home » » The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,) | | | | | | | Description: | | For marketers, 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 one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process. | | | Product Details: | | | Author:
| David Meerman Scott | | Hardcover:
| 304 pages | | Publisher:
| Wiley | | Publication Date:
| June 04, 2007 | | Language:
| English | | 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 179 reviews |
| | | | Customer Reviews: | |
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 Excellent bookNov 11, 2009
While this book is now brand new David Scott was so far ahead of the curve that it is still a very contemporary read. It covers the breadth of internet marketing with excellent introductions to virtually all of today's market channels. I highly recommend it.
David Scott Really Pissed Me OffOct 30, 2009
Three years ago, when I came to the Pragmatic Marketing seminar that David Scott was holding for our company's marketing department, I didn't know that he was in the habit of making an example of "traditional" PR people like me. I turned 12 shades of red when he started to tell all my peers that everything I was doing was wrong.
But he was right. The more I listened, the more I knew I needed to change the way I was operating. After several David Scott seminars and reading The New Rules, I've added a number of new media skills to my portfolio and have seen the impressive results that can be obtained by working with social media and search-leveraged PR tactics.
David packs his best advice and consulting into this book. It's a must read for marketing professionals that want to be sure they are using the best possible marketing strategy and tactics for their companies and products.
 Well DoneOct 12, 2009
I really liked this book. I listened to the book on my way to work and always had a new thought or idea to think about all day long. We have made changes that have already made a very positive difference in our business. This is a must read (listen) for anyone using the web to grow the business they have chosen.
Good informationOct 11, 2009
Remember the old days where you sent press releases on pieces of paper to specific journalists, and hoped they might mention your company? The internet has made many of those old techniques obsolete. This book provides a great jump start for both large and small businesses on getting the word out for the things you are doing.
One of the most important things mentioned repeatedly in "The New Rules of Marketing and PR" is that press releases are now primarily for your END USER. If you sell widgets, the press release should be written as if the buyer of the widget is reading it and learning from it. Avoid jargon. Avoid terms like "cutting edge" or "ground breaking" or so on. Be respectful and informative. Provide actual information about how the widget will help THEM, in honest, straightforward terms.
Yes, you send these to journalists too - but journalists are inundated with spam in current times. They will delete your message instantly if it looks like spam! Instead, HELP them. Provide them with a story they can use. If you are selling a DVR, provide stats about how 30% of children are exposed to violence and 40% to sexuality, and then explain how your DVR helps parents manage this problem. Give them a story they can use. The journalists appreciate that assistance. Also, make sure you are sending directly to the RIGHT journalist. If someone covers weather stories, they won't care about your DVR. Figure out who the tech beat person is and send your alert to him, using his name, explaining your value.
All of your press releases should be on your site so your readers can find them in Google and other systems. This is a resource library for your buyers, and the area should also contain testimonials, corporate background and other details. In the past press releases had little to do with the sales cycle. In current times they can often be invaluable, as users peruse this area to get more comfortable with you.
Make sure you use RSS, Twitter and other social networking feeds to get the news out. Again do it in a helpful, not pushy way. Your newsletter shouldn't be full of promotions and coupons. Add in useful information on your topic area.
For reporters and users who are out searching the web, make sure your site is full of content on your topic area. Quality content, not SEO trickery, is what gets you higher rankings in search engines.
In general I find all of this information to be quite valuable, if not necessarily groundbreaking. This is what any book on web content has been saying for many years. I would hope no company is spamming massive lists with PR, angering groups of journalists with their flood.
I did find a few of the book's concepts questionable. David gets upset when he blogs about a company and they don't write him to comment on his blog. That seems very elitist to me, that a blogger would expect direct, personal feedback from every company he happens to mention.
David spends a lot of time praising the apparently super toy called a "pleo" - an animated dinosaur. He extols how the company is poised for world wide success with its awesome techniques. I'd never heard of the Pleo. A glance at Wikipedia says the company went bankrupt in April 2009.
Still, again, his core information is solid, if not revolutionary. Don't publish your email address, that's how spammers find it. Attend networking events. Give podcasts a try. Figure out several ideal visitors for your site - not just one. A college site might want to appeal to prospective students, but also to parents, and also to alumni.
Well recommended.
The New RulesOct 04, 2009
I have recently just become aware of the author, David Meerman Scott with his latest book World Wide Rave. After reading World Wide Rave I decided to begin reading his other books starting with The New Rules of Marketing & PR - so I will be going back in time with my reviews. I found The New Rules to be a great read with plenty of useful information; the ideas contained within are well ahead of its time. This book explores tools for promoting a successful marketing campaign such as social media, podcasting, blogging, etc. which stand to redefine the way marketing is done. This book is packed with great ideas, tips for executing these ideas, and real world examples of those achieving success using the techniques outlined in this book. I did find World Wide Rave to be an easier read given the unique layout of that book, however I have the benefit of hindsight as I am working my way backward through his work. Great read and highly recommended for those interested in the subject matter and being on the cutting edge of marketing.
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