The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly | 
| Author: David Meerman Scott
Publisher: Wiley
Category: Book
List Price: $24.95
Buy New: $13.31
You Save: $11.64 (47%)
New (48) Used (19) from $13.31
Avg. Customer Rating:  93 reviews
Sales Rank: 266
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
Publication Date: June 4, 2007
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: BRAND NEW
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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 88 more reviews...
 Exceptional Book July 3, 2008
1 out of 1 found this review helpful
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.
Must Read for Anyone in Marketing July 2, 2008
1 out of 1 found this review helpful
In "the New Rules", David hits on this key point - to survive and grow as a company today, you must learn to create relevant content in new and compelling ways. There is an opportunity to communicate directly with customers now that the "middleman" of media is going away.
My copy is completely marked up, and I refer back to it religiously in regards to news release best practices, blogging and application stories. I strongly recommend.
 Making Marketing Accessible to the Masses June 28, 2008
0 out of 1 found this review helpful
The New Rules of Marketing and PR is an in-depth exploration of the principles and philosophies behind marketing. It begins by examining the "rules" of the past, and exploring the mindset that went into the ways in which marketing was handled and why, and contrasts them with the new "rules". The book then explores the various avenues open to today's marketers: blogs, press releases, podcasts, forums, wikis, viral campaigns, and content-rich websites of your own.
Although I must admit that I found Parts I and II of the book a bit dry to read, they do an excellent job of providing insight into the ideas behind marketing, delves into the differences between the old and new rules, and providing a general understanding of each of the marketing avenues listed above.
But for me Part III, "Action Plan for Harnessing the Power of the New Rules," is where the book comes alive for me. It's there that we transition from the passiveness of discussing philosophy into actually putting the New Rules to work for you. At first we learn how to build a marketing plan, and then we transition into creating the content for our marketing materials, the kind of content that will distinguish you from the rest and earn your potential buyers' respect and loyalty. From there we move on to each of the avenues previously mentioned, giving each a chapter of its own so that we learn how to utilize each of them to great effect, always keeping the customer's needs and wants at the forefront of our thinking.
I don't feel that The New Rules of Marketing and PR alone will teach you all that you need to know to be a successful marketer. One of the book's "flaws", such as it is, is that it has more of a corporate business-minded slant, making some of the ideals it presents not as accessible to those of us who run smaller businesses. Nor will it teach you all you need to know to write effective ad copy or press releases, although you will come away understanding the goals to strive for when writing them. But what the book does very well is introduce you to the world of marketing, and give you an understanding of the "old rules" as a foundation to teach you about the "new rules," and if you are a small business owner like myself with little to no knowledge of the ins and outs of marketing, it will provide you with the mindset necessary to become a better, more savvy marketer.
As a primer to begin your study of marketing, this is an excellent resource.
- Gregory Bernard Banks, author, reader, reviewer
Everything you ever wanted to know about social media June 10, 2008
1 out of 1 found this review helpful
There are dozens of books on social media and PR, but this book has the best of both worlds. This book seems geared toward larger companies, but as a small business owner, I found the information extremely useful. The author knows what he's talking about, and he provides you with dozens of examples, URLs, etc. There is so much information that when you're done reading it, you'll know about all avenues to promote yourself through social networking sites. I now visit the author's blog every couple weeks just to see what else he has to say. If you're going to buy one book on social media, try this one first. Then get your highlighter ready.
Good for Small Businesses Too June 6, 2008
4 out of 4 found this review helpful
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasing, Viral Marketing and Online Media to Reach Buyers Directly contains some really good information for a small business or a business that is just starting. I ordered the book with hopes of finding a few tips that could help me launch a powerful website for my new business. It exceeded my expectations.
Due to some of the information in this book, I have changed the approach that I am taking for my site (currently being developed). I found the chapters about news releases and blogs particularly helpful. In addition, I enjoyed reading about David Meerman Scott's approach to a company's marketing plan.
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