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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly Paperback – August 30, 2011

by David Meerman Scott (Author)
4.5 4.5 out of 5 stars 396 ratings
See all formats and editions
David Meerman Scotts marketing bible has become a modern day business classic.

This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes:

  • A new introduction discussing recent changes to the world of marketing and PR
  • A brand new chapter on mobile marketing
  • An additional chapter on real-time marketing and PR
  • Updated information on how to measure the success of your campaigns
  • A range of new tools
  • Fresh case studies
Read more Read less
Previous page
  1. Print length
    366 pages
  2. Language
    English
  3. Publisher
    Wiley
  4. Publication date
    August 30, 2011
  5. Dimensions
    6.16 x 1.12 x 8.98 inches
  6. ISBN-10
    9781118026984
  7. ISBN-13
    978-1118026984
  8. See all details
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Editorial Reviews

Amazon.com Review



 From the Author
Author David Meerman Scott Forget What You Know About PR: The New Rules of Media Relations
If you’re still following the traditional PR methods, I'm sure you're finding that they are much less effective. To be much more successful, consider and use the new rules of media relations:


• Non-targeted, broadcast pitches are spam.
• News releases sent to reporters in subject areas they don't cover are spam.
• Reporters who don't know you yet are looking for organizations like yours and products like yours- make sure they will find you on sites like Google and Technorati.
• If you blog, reporters who cover the space will find you.
• Pitch bloggers, because being covered in important blogs will get you noticed by mainstream media.
• When was the last news release you sent? Make sure your organization is busy.
• Journalists want a great online media room.
• Include video and photos in your online media room.
• Some (but not all) reporters love RSS feeds.
• Personal relationships with reporters are important.
• Don't tell journalists what your product does. Tell them how you solve customer problems.
• Follow journalists on Twitter to learn what interests them.
• Does a reporter have a blog? Read it. Comment on it. Track back to it (send a message whenever you blog about a subject that the reporter blogged about first).
• Before you pitch, read (or listen to or watch) the publication (or radio or TV show) you'll be pitching to.
Once you know what a reporter is interested in, send them an individualized pitch crafted for their needs.

From the Back Cover

Market to win with the third edition of this modern-day business classic!

The one-of-a-kind guide to the future of marketing is back with the very latest digital trends in marketing and PR. Learn new tools and techniques to communicate with buyers directly, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this pioneering guide offers actionable strategies that can be implemented immediately. In this new edition, author David Meerman Scott examines recent changes to the world of marketing and PR, including mobile marketing, new measurement tools, and fresh case studies. The New Rules of Marketing & PR once again brings you all the hottest insider tips so you can confidently market any product, service, or idea—for a fraction of the cost of traditional marketing and PR programs.

"You're not supposed to be able to do what David Meerman Scott is about to tell you in this book!"—Robert Scoble, coauthor of Naked Conversations, Scobleizer.com

"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."—Publishers Weekly (starred review)

"I've relied heavily on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal-clear, and practical guide toward a new (and better) future for the profession."—Stephen Quigley, Boston University

"When I read The New Rules for the first time, it was a 'eureka' moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them."—Brian Halligan, CEO, HubSpot, and coauthor of Inbound Marketing

OVER A QUARTER MILLION COPIES IN PRINT IN MORE THAN 25 LANGUAGES

Product details

  • ASIN ‏ : ‎ 1118026985
  • Publisher ‏ : ‎ Wiley; 3rd edition (August 30, 2011)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 366 pages
  • ISBN-10 ‏ : ‎ 9781118026984
  • ISBN-13 ‏ : ‎ 978-1118026984
  • Item Weight ‏ : ‎ 1.07 pounds
  • Dimensions ‏ : ‎ 6.16 x 1.12 x 8.98 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 396 ratings

About the author

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David Meerman Scott

David Meerman Scott

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Our always-on, Web-driven world has new rules for competing and growing business. Advance planning is out – agile is IN! Those who embrace new ways will be far more successful than those who stay who stay stuck and afraid to change. No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. It’s his specialty.

David Meerman Scott is an internationally acclaimed sales and marketing strategist whose high-energy presentations are a treat for the senses. That he’s spoken on all seven continents and in 40 countries to audiences of the most respected firms, organizations and associations underscores the value he brings to audiences.

David’s books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. He is author or co-author of ten books - three are international bestsellers. The New Rules of Marketing & PR, now in its 5th edition, has been translated into 27 languages and is a modern business classic with over 350,000 copies sold so far. Scott also authored Real-Time Marketing & PR, a Wall Street Journal bestseller, Newsjacking, and his newest hit The New Rules of Sales & Service. He is co-author of Marketing the Moon (with Rich Jurek) and Marketing Lessons from The Grateful Dead (with HubSpot CEO Brian Halligan).

Check out my blog at www.WebInkNow.com

Important note about my Amazon reviews: You may notice all my Amazon reviews are five or four stars. I read (and write) a lot. I'm too busy to read a book I don't like -- there's just so many great books waiting! If a book doesn't capture my interest within a few chapters, I put it down and don't finish. I won't review a book I don't finish, so all my reviews are of books I've enjoyed and get a lot of stars!

Customer reviews

4.5 out of 5 stars
4.5 out of 5
396 global ratings

Top reviews from the United States

John Rumley
5.0 out of 5 stars The New Rules of Marketing & PR is a Great Resource
Reviewed in the United States on April 22, 2012
Verified Purchase
The old and traditional ways for marketers to establish productive relationships for their company with customers, buyers, are no longer aligned as the most advantageous for target marketing and strategic positioning of products or services. Expensive advertising and media relationships through public relations are no longer necessary due to the instant exposure that can be available to a company or organization through the affective utilization of Web tools which are available to them for free. Of course, good content is still the driver for action to be taken by a company or organization's intended audience segment.

I found The New Rules of Marketing & PR How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases & Viral Marketing to Reach Buyers Directly by David Meerman Scott to be an exceptional resource for generating thoughts and ideas for marketers in utilizing the various platforms available on the Web. I liked that Scott's book covers all of these primary Web tools available today under one cover. The case examples in the book helped to visualize the various application platforms which were being discussed. As with any strategic marketing plan, the goals and objectives must still support and be consistent with the corporate level strategic plan.

I really gained insight into having a presence on the Web in developing company blogs as well as Twitter and Facebook accounts. It was good information provided by Scott as to utilizing Google Blog Search and the Twitter search engine to know what was being written about you or your company in real time so that you could respond to any posting; whether it be positive or negative. His advice to be as if you are a guest at a "cocktail party" in your participation on social networking Websites was also valuable information. Nobody likes to stand at a party and listen to a hard sell of a product or service by another guest. You are not at the function to buy something in the first place. The same thought process is described for social media platforms. Become friends with other members through good value idea posts or just through give and take conversation on like subjects of interest. People like to buy from their friends and they like to pass on the friend's information to other people they know as well.

Overall, the information that I learned on effective use of blogging as a part of a marketing plan was very useful. Scott writes that there are four uses of blogs for Marketing and PR: "1. To easily monitor what millions of people are saying about you, the market that you sell into, your organization, and its products. 2. To participate in those conversations by commenting on other people's blogs. 3. To work with bloggers who write about your industry, company, or products. 4. To begin to shape those conversations by creating and writing your own blog." I also liked his suggestion to get to know applicable bloggers who write about your industry and cultivate relationships with them.

Touching for a moment on the effectiveness which Marketing and PR can give in a real time environment, I enjoyed the case which describes the arrest of Paris Hilton's boy friend. Ms. Hilton sent out a Tweet to millions of followers that these were rumors which were, "Ridiculous, untrue, and cruel." The point being that, "Wynne Resorts Ltd. Spokeswoman Jennifer Dunne told the Associated Press that Hilton is barred from the company's Wynne Las Vegas and Encore hotels." Since Hilton is a hotel heiress, Wynne's ban was mentioned in every story concerning Paris Hilton's situation. Gaining Wynne Resorts millions of dollars of free publicity.

I found David Meerman Scott's book to be an excellent resource to utilize for target marketing and strategic positioning. It will become a part of my office reference library to be utilized often as I work forward in experimenting with the various aspects of the new rules of Marketing and PR.
3 people found this helpful
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Alessandro Boga
5.0 out of 5 stars Why Reaching Traditional Media Is Not Enough
Reviewed in the United States on October 12, 2011
Verified Purchase
As David Meerman Scott explains very well and detailed in his book "The New Rules of marketing & PR", companies have the possibility to reach out directly to consumers through the new media, without necessarily gaining attention of journalists, traditional gatekeepers of information for the masses, or buying expensive ads on radio, TV and print outlets. In an easy-to-read an entertaining way, David gives a complete round up on the use of social media, online video, mobile applications, blogs, news releases and viral marketing techniques to reach the buyers directly.

I found very interesting the concept of "buyer persona", the buyer profile every company should come up with before to decide the communications strategy. Indeed, very important thing is to focus time and money on those platforms and channels where the buyer personas for a specific product are. There are too many tools out there, a marketer should pick just the ones that matter for that company.

I would recommend this book to all the PR and marketing pro that want to get an overall description of the challenges and new opportunities marketers face with new media. Highly recommended.
6 people found this helpful
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Julian Harris Gibson
4.0 out of 5 stars Why You Should Buy The New Rules of Marketing and PR
Reviewed in the United States on December 8, 2012
Verified Purchase
In the book New Rules of Marketing and PR, author David Meerman Scott provides a roadmap for all those who need either an introductory lesson or a refresher course in the ever-changing world of digital marketing and online public relations. The book begins by giving readers an insightful forward from Robert Scoble, a veteran public relations professional with decades of experience working for global companies like Google.

Once the ride through the chapters begins, Scott explains why keeping up with the latest trends in public relations may be the best job security you can have. In the social media age, a public relations practitioner must be able to manage the image and content of their employers in both the physical and digital worlds. In the early chapters, Scott goes through each of the major social media platforms such as Facebook, Twitter, Foursquare and LinkedIn.

Scott explains the pros and cons of each platform and how a savvy practitioner can build their audience by following a few simple steps. Most importantly, Scott explains that we should look at each social media site as a tool to use like a wrench or hammer to express ideas and build an audience. Scott warns us not to get too infatuated with the platform itself because today's hottest social media site could be tomorrow's MySpace.

The title of Scott's book may be simple, but is reflective of a movement in marketing and communication that has changed all the old rules and finally let the laymen have a seat at the grown up table.

In the first chapter, Scott makes a convincing case for the need for new rules by describing his experience with looking for a car online. Scott brilliantly states that the big three automakers were addicted to the "crack cocaine of marketing". Scott's easy going approach makes technical subjects like target audiences, SEO, and long-tail marketing seem understandable.

The best feature of New Rules in my opinion was the way Scott layered each chapter like a cake so that everything you learn in chapter 2 builds on what you learned in chapter 1. For example, the first chapter explains the old rules of marketing and PR, the second chapter follows up with the new rules- you get the point.

Many marketing books fill the first five or so chapters with information you already know or audacious promises that you are about to change your life with the secret information revealed in the next chapter. Scott wastes no time and gets straight to the goods in New Rules. Scott's commitment to informative simplification makes this book an easy, fun and useful read.

A highlight of the early chapters is the section on long-tail marketing. This principle teaches us that while marketers previously competed to reach customers in the center of the bell curve, now they chase the niche customers on the long tails of the market.

When Scott explains how a small online book retailer used this technique to become a juggernaut, readers are pulled in for the rest of the ride through the chapters. By the way, that little book retailer was Amazon.com!

As the reader journeys further down the rabbit hole with Scott, you learn about how to reach the consumer directly and bypass the gatekeepers. Scott breaks down blogging and podcasting, how these tools are useful and how even the most computer illiterate person can blog with the best of them- with the New Rules. Scott's lessons and rules to the game are easy to understand and help educate those willing to learn how they can become the most valuable person in their marketing and PR departments.

Another great feature of the eBook version of New Rules is the fact that you can highlight any term and research it further. Furthermore, the end of each chapter has links that take you to extra content online. Scott even gives away a template for readers to help develop their own marketing strategy. Scott's generosity makes this book seem even more credible and user-friendly.

As the book winds to a close, Scott covers topics like content-rich websites and how to become a global entity even if you're a small, local business. However, the jewel of the entire book may be chapter 10 which focuses on marketing and PR in real time. The skills and insight delineated in the previous chapters culminate in this chapter. According to Scott, social media really is beneficial when you can catch a wave of searches or web traffic. If you can tie your service or product to a trending topic it can pay off large dividends.

In conclusion, Scott has written a great book that is useful to both the novice and senior-level strategist. This book is a roadmap to PR stardom for the willing and ambitious. I recommend it for all public relations practitioners "in-training" and veteran practitioners who need a little retraining on the New Rules of Marketing and PR.

For more insight on PR:
Follow me on Twitter: @prgroove
theprgroove.wordpress.com
4 people found this helpful
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anon e. mouse
5.0 out of 5 stars This book was recommended to me, and after reading it, I see why
Reviewed in the United States on June 25, 2022
Verified Purchase
This book was recommended to me by a seasoned expert in the digital marketing space and I can see why. This book contains everything you need to know about the way the internet has changed how we interact with information through ads, marketing, and so on. It's a must-read for anyone in digital communications.
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Top reviews from other countries

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Gee
5.0 out of 5 stars Great read
Reviewed in Australia on February 22, 2021
Verified Purchase
Great read and great content. Highly recommended it to anyone looking to learn more about content and Pr in business
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Dr. Ahmad Azim
5.0 out of 5 stars Five Stars
Reviewed in Canada on September 23, 2014
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V.goody
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xoxo
5.0 out of 5 stars ein Praktiker spricht
Reviewed in Germany on February 12, 2013
Verified Purchase
Der Ansatz wie ein Blogger zu schreiben ist super und m.E. zeitgemäß. Der Autor ist sehr praxisorientiert und vor allem labert er nicht irgendwelche Theorien aus Fachbüchern runter sondern stellt die Ansätze in Frage bezogen auf den Wandel der Zeit, Technik, des Konsumveraltens etc. Ich finde das Buch super für Praktiker und Studenten, da es sehr praxisorientiert ist und vor allem auch klassische Fehler aufzeigt, die heute gemacht werden, weil bspw. Agenturen sich nicht weiter entwickelt haben und weiter nach Ansätzen von Anno xxxx arbeiten. Man sollte alte Strukturen öfter hinterfragen, ob es noch zeitgemäß ist und kann so viel Budget sparen.
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iveshead1
5.0 out of 5 stars £7 well spent on learning marketing & social media
Reviewed in the United Kingdom on June 18, 2012
Verified Purchase
I have read the book from cover to cover. I needed to learn what to do attract customers. To be in business you need customers and this book will give all the paths you need to take, whilst pointing out how to use what works best and given the amount of time you have. There is no point of taking on too much. Take bit sized pieces as David suggested.

I really liked the stories used as examples of a particular point helps me to remember some. ( I also made some notes)

When I consider how much my subscription was for on-line courses, which are a bit out of date they never explained new approaches. This offers up to date information at a fraction of the price.

Thanks for the advice.
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Carl Watson
5.0 out of 5 stars Enjoying It
Reviewed in the United Kingdom on January 29, 2022
Verified Purchase
Lots of valuable information, I have only skimmed through but looks great advice.
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