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5.0 out of 5 stars Forgiveness Not Permission: The New Rule Book of Marketing & PR, 17 Nov 2011
This review is from: Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage (Kindle Edition)
Newsjacking? Those of us at have lived and breathed it for over a year as we add new examples of it to the site daily. But for the uninitiated, David Meerman Scott's new e-book is a word-perfect explanation. Scott's latest, punchy offering on `the new PR' covers all bases as a guide to harnessing newsjacking (we want this word to make dictionaries soon!) for one's own cause. The case studies are especially interesting- Scott ventures outside advertising to look at how politicians and publishers can apply the same methods, with the aim of making that coveted `second paragraph' after the news itself. The aim is never to be the story, but to ride on its coat tails and free-load relevance. Ignoble? Perhaps. But it's the soundest ticket to getting mileage from a story, in a world where attention lapses in one click and a blink of an eye.

Scott doesn't shy away from the question of morals, interestingly enough. He stresses that good taste, conviction and truth all have a role to play. Newsjacking works best, his cases seem to prove, when applied to niche causes, or to creating art, or to voicing a personal opinion. In the hands of corporate branding it can go woefully wrong (Scott cites Kenneth Cole's tactless hashtag-crashing of the Cairo riots as an example). Marketers take note; Scott warns that newsjacking gets lost in translation when passed up a lengthy chain of command. It's either commitment to spontaneity, or no spontaneity at all. Scott echoes our Urgent Genius mantra: Forgiveness is easier to get than permission.

In the end we're left with that same old question about where media is headed next. Is it about hybridised media mixed with marketing? Is it about print media clawing its way out of the grave by relying on free social media content? Is it about our fractured attention spans giving way to a 144-character news service (and nothing else)?

Scott praises bloggers, Tweeters and provocateurs as an influence and occasionally a means to media transparency. But in every case his proof of their success is that they garnered (print) column inches. Which might seem to imply the future's not here yet.. Regardless, `Newsjacking' sets out a clear, hard-hitting and succinct manual on the new rules of PR (or lack of rules). Soon its methods will be common practise; read it, and begin to understand.
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