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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
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 2008-08-22 - It just makes sense!
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
2008-08-21 - New rules mean new behaviours
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.
2008-08-16 - Excellent with lots of repetition
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
2008-08-05 - The Internet has made public relations public again
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.
2008-08-04 - Don't Get Left Behind!
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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