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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 (New Rules of Marketing & PR: How to Use Social Media, Blogs,) (Paperback)

by David Meerman Scott (Author)
4.1 out of 5 stars  See all reviews (16 customer reviews)
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Product details

  • Paperback: 320 pages
  • Publisher: John Wiley & Sons (31 Oct 2008)
  • Language English
  • ISBN-10: 0470379286
  • ISBN-13: 978-0470379288
  • Product Dimensions: 21.3 x 14 x 2.5 cm
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon.co.uk Sales Rank: 2,535 in Books (See Bestsellers in Books)

    Popular in these categories:

    #1 in  Books > Business, Finance & Law > Management > Distribution > Retail
    #2 in  Books > Business, Finance & Law > Sales & Marketing > Public Relations

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Review

Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing′s "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one–sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting–edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can′t substitute for a well–thought out marketing program. Besides emphasizing fundamentals like defining one′s audience, Scott also drills home the ethos and etiquette of the web, encouraging content that′s both useful and unobtrusive. This excellent look at the basics of new–millennial marketing should find use in the hands of any serious PR professional making the transition. (July) (Publishers Weekly, August 6, 2007)

"a valuable source of inspiration" (Brand Strategy, November 2007)

"This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing."  (Gulf Business, Vol. 12/ Issue 7) --This text refers to the Hardcover edition.



Review

"This is the first to explain the options in a way I find non–tech growth company executives can understand" (GulfNews.com, April 8th 2009)
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Customer Reviews

16 Reviews
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Average Customer Review
4.1 out of 5 stars (16 customer reviews)
 
 
 
 
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23 of 23 people found the following review helpful:
4.0 out of 5 stars New lamps for old, 3 Mar 2008
By G. C. Fry "direction4business" (Cardiff, Wales) - See all my reviews
(REAL NAME)   
This review is from: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover)
There are some real gems and lots of good, solid, practical insights in this book. And I have to admit after some initial scepticism, this book is the first to provide me with real insight into how the Web, and blogging more specifically, can be used to aid PR and marketing strategies.

This said, I found Scott less good with the underpinning theory; he has a tendency to make a few too many assumptions and is a bit too loose with the generalisations. This isn't necessarily a bad thing in itself, as it can make the writing `pacy' and accessible. However, I would certainly take issue with the way he defines marketing. It's a pretty one-eyed view, and to make matters worse its advertising he focuses on in the list he draws up detailing its shortcomings. At the best of times resorting to `man of straw' arguments is dubious rhetoric, and initially this made me doubt the book's `authenticity' or thought leadership, as Scott would perhaps call it.

I would also argue that `interruption advertising' still has its place both of itself and when integrated into Web-based strategies. The creative variations of Cadbury's `Gorilla' advertisement on YouTube offer an intriguing insight to what can be achieved.

The issue I have with Scott's book is, that to begin, he is so concerned to argue the old marketing and PR rules are dead, that he dilutes the message about how the old and the new might be better integrated to deliver more effective communications, at whatever level of access. But by the end of the book, his more measured, thoughtful and practical approach had turned me around.

For me, Scott sums up his book in the following statement. The new publishing model on the Web is about. . . delivering content when and where it is needed and, in the process, branding you or your organization as a leader. When you understand your audience, those people who will become your buyers, you can craft an editorial and content strategy just for them. . . . In order to implement a successful strategy, think like a publisher.

Two final comments: understanding your audience is classic, `old marketing'. Secondly, thinking like a publisher is not exactly easy, but it's what conventional PR attempts to achieve when crafting messages for its audiences. So, let's be careful not throw out the baby with the bath water.
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7 of 7 people found the following review helpful:
4.0 out of 5 stars A quick read about how the Internet has changed marketing and PR practices, 21 Jan 2008
By Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews
(TOP 50 REVIEWER)    (REAL NAME)   
This review is from: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover)
David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he's undoubtedly got a point; however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott's blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using the Web in new ways, and his ideas are useful and practical. getAbstract recommends this book to experienced marketers who are unfamiliar with or skeptical of new media and techniques; younger readers may find it superficial or obvious.
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13 of 14 people found the following review helpful:
5.0 out of 5 stars A Great Resource, 17 Oct 2007
By G. Tomlinson - See all my reviews
(REAL NAME)   
This review is from: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover)
This is a fantastic resource for anyone just starting to get to grips with e-pr. Full of ideas of how to make the best use of the internet to drive your public relations campaign.

However, it is very Americanised and, unless it is updated yearly, it is unlikely to keep up with the fast pace of the net.
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Most Recent Customer Reviews

5.0 out of 5 stars Excellent content strategy
Meerman Scott developes a set of tactics to set a good target content strategy. The use of social media is giving the organisations different channels to comunicate with... Read more
Published 1 month ago by C. Lopez Ferreira

5.0 out of 5 stars Good advice to think about!
If you are new to the internet and using the internet as a marketing tool then this is a must read. I personally read this twice the second time with a highlighter to fully... Read more
Published 2 months ago by Gavin Leonard

5.0 out of 5 stars Extremely useful for owners of small and medium business
David's out-of-the-box thinking and truly original approach reframes what marketing is, and not just for online businesses but any other venture. Read more
Published 2 months ago by Andras

4.0 out of 5 stars Easy to read and full of helpful ideas
This book walks you through most of the new ways to communicate in the digital space. It's full of interesting case histories and useful links. Read more
Published 7 months ago by James Mccobb

4.0 out of 5 stars Well written, interesting read
A well written, interesting read. Does exactly what the title indicates. It also gives a good overview of the usual way of doing PR work, which is interesting if you haven't been... Read more
Published 7 months ago by Alain Baute

4.0 out of 5 stars Essential Social Media marketing for all sizes of business
This book is divided into three main sections, entitled:

`How the Web has changed the rules of Marketing & PR'
`Web-Based Communications to Reach Buyers... Read more
Published 8 months ago by Louise Barnes-Johnston

4.0 out of 5 stars A convincing argument for "new" marketing
Anyone with a career in marketing can certainly benefit from reading this book. Especially if like me, you graduated before the internet changed the face of marketing. Read more
Published 10 months ago by Nefi

5.0 out of 5 stars All the ideas of online marketing in one book
This books explores various forms of online marketing possibilities in good detail. Many case examples give an insight into the online marketing of different business types, from... Read more
Published 11 months ago by Lydsmile

1.0 out of 5 stars A good read if you are new to internet. That's all there is to it.
If I get one good idea from each book I read, I'm quite happy.

This book truly has some good ideas like an analysis of the most over-used and under-meaningful... Read more
Published 13 months ago by Rogiers Vladimir

1.0 out of 5 stars this is a bad boring book...
this book is really bad!! other than telling us that blogs are the new PR and that content is king, nothing is NEW, the book keeps repeating itself..i dont reccomend it to anyone!
Published 13 months ago by Sa Dedeyan

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