1. The new rules of marketing and PR By: David Meerman Scott
2. The Author A recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder Has presented at industry conferences and events in over twenty countries on four continents.
3. The Old Rules Traditional media was utilized only Newspapers and television Press Releases
5. Great information in a small book “There is no middleman between me and the audience” “Your organization will benefit from your getting out there and creating Web content in whatever form you’re most comfortable with”
6. Would like to know more about… Who is using the Web The success of Web marketing and PR
7. You should read this book if… Current or future PR and Marketing Professionals Advertising Professionals Current students interested in any of these fields Businesses interested in utilizing the Web
8. Brittany Cook Email: bcook13@georgiasouthern.edu Blog: http://zta0621.wordpress.com You can also find me on Facebook
Editor's Notes
Hi! My name is Brittany Cook. I did my trade book review on the book, The New Rules of Marketing and PR. The author of this book is David Meerman Scott.
David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author of The New Rules of Marketing & PR, an award-winning BusinessWeek bestseller published in 24 languages. His Web Ink Now blog is ranked by AdAge Power 150 as a top worldwide marketing blog.At the height of the dot-com boom, Scott was vice president of marketing at NewsEdge Corporation, a NASDAQ-traded online news distributor with $70 million in revenue. His multi-million dollar marketing budget included tens of thousands of dollars a month for a public relations agency, hundreds of thousands a year for print advertising and glossy collateral materials, and expensive participation at a dozen trade shows a year. At the same time, drawing on publishing experience he had gained in his prior position as Asia marketing director for the online division of Knight-Ridder, at the time one of the largest newspaper companies in the world, he quietly created content-rich marketing and PR programs on the Web. Other books written by Scott:World Wide Rave: Creating Triggers that get Millions of People to Spread your Ideas and Share your Stories (2009) The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly (Hardcover 2007 and revised paperback edition 2009)Tuned In: Uncover the Extraordinary Opportunities that Lead to Business Breakthroughs (2008 with Craig Stull and Phil Myers) Cashing in with Content: How innovative marketers use digital information to turn browsers into buyers (2005) Eyeball Wars: A novel of dot-com intrigue (2001)
The Old Rules of Marketing and PR:The only way to get ink and airtime was through the media. Companies communicated to journalists through press releases. Nobody saw the actual press release except a handful of reporters and editors. Companies had to have significant news before they were allowed to write a press release. Jargon was okay because the journalists all understood it. You weren’t supposed to send a release unless it included quotes from third parties, such as customers, analysts, and experts. The only way buyers would learn about the press release’s content was if the media wrote a story about it. PR and marketing were separate disciplines run by different people with separate goals, strategies, and measurement techniques. This is no longer true. The web has transformed the rules, and you must transform your PR strategies to make the most of the Web-enabled marketplace of ideas.
Marketing is more than just advertising. PR is for more than just a mainstream media audience. You are what you publish. People want to see authenticity, not spin and want participation, not propaganda. Instead of causing one-way interruption, marketing is about delivering content as just the precise moment your audience needs it. Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web. PR is not about your boss seeing your company on TV. It’s about your buyers seeing your company on the Web. Marketing is not about your agency winning awards. It’s about your organization winning business. The Internet has made public relations public again, after years of almost exclusive focus on media. Companies must drive people into the purchasing process with great online content. Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate. On the Web, the lines between marketing and PR have blurred. The image on the left shows which types of social media are being used by companies for marketing purposes. The image on the right shows the different types social media that can be utilized in reaching audiences.
I found this book to surprisingly very interesting. I liked the way it discusses how marketing and PR has changed due to the Web. The chapters provided detailed examples of how to use news releases, blogs, social media, and online videos to reach a large audience directly. One point that was discussed was about how effective social networking sites can be in reaching a mass audience. “There is no middleman between me and an audience,” said comedian Eugene Mirman ( Scott, 2010, p. 174). Facebook and Twitter are two social media sites that Mirman uses to get his information out to the target publics quickly. Another good point that was discussed in the last chapter of the book was that “your organization will benefit from your getting out there and creating Web content in whatever form you’re most comfortable with.” You should pick a few types of social media and utilize them to their fullest potential. The Web is a great tool for reaching mass publics in a short period of time. After reading this book, even if you did not find yourself interested in this book, it is a great guide to using the Web for marketing and PR.
The book covered a great amount of information about how to effectively use each type of social media. Case studies and other examples were also used in providing a larger perspective of Web use. However, I would like to see who is actually using the Web to reach buyers. I would also like to see how big corporations, such as Fortune 500 companies, have used the Web and the success and effectiveness of their work
After reading The New Rules of Marketing and PR, I would recommend this book to Public Relations, Marketing, Advertising professionals, and current students interested in any of these fields. This book provides a great guideline for using the Web to reach target audiences quickly. There is a framework of how to use each type of social media and what you should and should not do when using it. I would also recommend this book to businesses interested in using the Web. I believe it is important for businesses to understand how the Web can be used because it has become such a large part of our everyday lives.
Thank you for reading my presentation. I hope that you enjoyed it and learned something. Contact me if you have any questions.
