Book Review - The New Rules of Marketing and PR by David Meerman Scott
Perfect timing and a perfect book... 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. I'm due to give a presentation on "social media" to an influential group in the company where I work. This book is going to be the "you really need to read this" recommendation I'll end up giving.
Part 1 - How the Web Has Changed the Rules of Marketing and PR: The Old Rules of Marketing and PR Are Ineffective in an Online World; The New Rules of Marketing and PR; Reaching Your Buyers Directly
Part 2 - Web-Based Communications to Reach Buyers Directly: Blogs - Tapping Millions of Evangelists to Tell Your Story; The New Rules of News Releases; Audio Content Delivery through Podcasting; Forums, Wikis, and Your Targeted Audience; Going Viral - The Web Helps Audiences Catch the Fever; The Content-Rich Web Site
Part 3 - Action Plan for Harnessing the Power of the New Rules: You Are What You Publish - Building Your Marketing and PR Plan; Online Thought Leadership to Brand Your Organization as a Trusted Resource; How to Write for Your Buyers; How Web Content Influences the Buying Process; How to Use News Releases to Reach Buyers Directly; The Online Media Room - Your Front Door for Much More Than the Media; The New Rules for Reaching the Media; Blogging to Reach Your Buyers; Podcasting and Video Made, Well, as Easy as Possible; Social Networking Sites and Marketing; Search Engine Marketing; Make It Happen
Acknowledgments; Index; About the Author
When you're a blogger of many years, tuned into the whole "Web 2.0" thing, it's easy to forget that the vast majority of people aren't living in that same world. Even worse, you may work at a company that just doesn't "get it". Scott does an excellent job in bringing both the casual reader and the business person up to speed on the whole social media phenomenon. Of even more value to the business person, he shows how the old rules just don't cut it any more. Following the traditional PR rules of the last 20 years will waste your money and cause you to be ignored on a major scale. But tapping into blogs, podcasting, vcasting, and other avenues can put you in direct contact with the buyers of your product, as well as the people who will talk about you and influence opinions. And best of all, you can do it yourself for virtually no cost!
I found myself reading this book with my upcoming presentation in mind, and the book ended up splitting into two divisions. The first, and most pertinent to me, is all the great information about blogs, forums, wikis, etc. Both the whys and the hows are covered in enough detail to get even the most cynical person interested. The second division seemed to be more along the lines of how to write for the web audience. While I might not be covering that as much in my session, it's critical that communication and PR people understand that the web is not just an extension of print, and that it takes a different mindset to be successful with your online presence. Couple both of these divisions with a large number of reference web sites to back up the points, and you have just about everything you need to shift your view of how the world of communication now works.
I have no doubt that this will end up on the reading list of a few fellow employees by the time I'm done...