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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 – 31 Oct 2008

4.1 out of 5 stars 23 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: 14 x 2.2 x 21.8 cm
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Bestsellers Rank: 565,853 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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)

Review

"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR , goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real–life case histories and an engaging style." —Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketing series of books " The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far–reaching, long–lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization." — Mark Levy, Co–author of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm "The history of marketing communications – about 60 years or so – has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force." — Roy Young, Chief Revenue Officer, MarketingProfs.com and co–author Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact --This text refers to an out of print or unavailable edition of this title.

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Customer Reviews

4.1 out of 5 stars
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Top Customer Reviews

Format: Hardcover Verified Purchase
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. . .
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Format: Hardcover
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 phrases in PR. But apart from a handful of nice-to-knows this book is really disappointing. Too many pages for too few need-to-knows.

This book is probably good for newbies to online (and social) media (i.e. they who don't know what a blog is), but I certainly cannot recommend it for "advanced users".

For the former it's a nice kickstart, for the latter it's merely an overview of what you already know and hence a waste of precious time.
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Format: 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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Format: Paperback
Hi,

I bought this book because of the good comments it got and I liked the title as well. I thought, it will tell me something new... something revolutionary: 'The NEW rules..".
Well, let me tell you something, you already know those things that Mr David Meerman Scott is talking about.

Now, if you are really interested what he is talking about in the book, then I can share it with you (for free), so you will become the proud owner of that knowledge:

-Blogs are good for your business because they attract visitors! So if you have a website, create a blog and start blogging about interesting things that are related to your business.-

That's it. The book is about blogs and some case studies. He repeats himself hundreds of times which makes the reading experience even worse.

I do not recommend this book to anyone.

Dan
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Format: 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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Format: Hardcover
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!
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Format: Paperback Verified Purchase
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 Directly'
`Action Plan for Harnessing the Power of the New Rules'

There are easily understandable descriptions of the different media covered (thankfully just the main ones) and guidelines on how to use them (this is by far the longest section). I wasn't disappointed by this book and was pleased to learn some new techniques to include in my own marketing campaigns.

While the author is keen to point out that online methods shouldn't replace the existing offline marketing & PR efforts, there is a definite bias towards the new; and a veiled warning that traditional media needs to look to its laurels and keep up.

What makes this book so valuable is that the comprehensive content can be applied to such a wide variety of organisations - from corporation to solo consultancy, non-profit, church, school - the list is all-encompassing.

There are plenty of case studies to demonstrate the major points, including some of the author's personal experiences.

I have been using many of the techniques covered to promote my business for some time, and was pleased to find that this book still provided new ideas for me to try, as well as explaining others which had been a bit unclear beforehand!

The total novice might find the comprehensive contents overwhelming, but should still be able to follow the step-by-step action plan to extend their online presence. By keeping each chapter short, the author ensures there is time to absorb one concept before moving on to the next.
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