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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 By David Meerman Scott ( Wiley )
Release Date: 2007-06-04
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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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 The Internet has made public relations public again ( andrewandroid )
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 they should be written 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.
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. Quality content is written clearly without gratuitous jargon and "gobbledygook" -- or as one of my professors used to say, eschew obfuscation.
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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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Extraordinary ( mrjeffrivera )
This is an extraordinary book that belongs on the desk of every MBA grad in America. It gives you specific tips rather than just jargon and theories that you can put into practical use. It's caused me to rethink my whole marketing plans for my novels and has given me ideas of what I need to do to change my approach and become even more successful. (Jeff Rivera - Author of FOREVER MY LADY - Warner Books/Grand Central Publishing)
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You can skip around the chapters and still get to the bottom line(s)
This book gives great details on new media. It was a great guide for quick references especially if you're looking for key words/summaries when describing new marking and pr opportunities in recommendation memos or presentations.
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 New Rules Requiring "Old" Skills ( kay9365 )
Traditional PR is dead, what is important is creating compelling online content that will both bring search engine traffic and inspire traditional media to cover you, your product, your service.
That is the basic premise of the The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly."
The underlying belief is that the ability to speak directly to your "publics," the people you want to reach, has dramatically changed the landscape. We've moved from a media-centric communication model to an online model. The process has changed from traditional media relations (working with reporters to get your story out, hoping that they will get the facts straight) to directly getting your story out on your website, blog, podcast or YouTube video.
And, perhaps more importantly, the model has changed from one-way controlled communication to a two-way conversation.
This model has definitely worked for the author, who has been writing a blog for years, and has been consistently covered by the media as a direct result of his writing.
Interestingly, both the "new" and "old" approaches require many of the same skills. The ability to listen to your market. To convey the news, craft a story, and write intelligently. To be creative, persistent and consistent.
In those ways, the "new" rules highly depend on some "old" (and unfortunately scarce) skills. This book reminds all PR and marketing people (myself included) of the importance of those skills, whether we are doing traditional or "new" marketing and PR.
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