Reviewed – The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Apps, Blogs, Newsjacking and Viral Marketing to Reach Buyers Directly
If you’ve worked in marketing and PR recently, then you have surely heard of David Meerman Scott’s, The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly.
Scott’s nontraditional approach to marketing and public relations came along at a time when these industries were trying to get their hands around how to maximize the tools the digital revolution gave them. Thankfully, his approach has had staying power – continuing to offer good advice and with regular updates.
His approach is very much about tactics – explaining how brands are using new tools to reach audiences. His approach is also about rattling the cages a little bit – pointing out that the old way of doing things is no more and that evolution (continual) will be required from successful marketers.
One thing I like about Scott’s approach is he points out that press releases are no longer just for journalists. Rather, press releases play many roles – they market your services or products to customers, and they even contribute to search engine optimization. Many people have sounded the death knell for the press release – and that’s premature. Now we are seeing a convergence of press releases and content generation – where press releases are recycled and reused in a host of ways. Scott is also a fan of blogging and content marketing, noting that organizations need to focus on delivering benefits, not just trumpeting their own successes.
David Meerman Scott advocates for authenticity. Public relations is no longer about spin-meistering. Rather, it’s about being real and being yourself in an honest and open way, and really engaging with the people you want to talk to. The new media today is absent many of the old filters. It’s about being real. See this excerpt from Scott on creating a press release strategy that works.
Ami Neiberger-Miller is a public relations strategist and writer. She is the founder of Steppingstone LLC, an independent PR practice near Washington, D.C. that provides public relations counsel, social media engagement, writing services, and creative design for publications and websites (contact to discuss your project, review our portfolio, sign up for our e-newsletter). She blogs about media relations, social media, public relations, and work-family balance. Follow her on Twitter @AmazingPRMaven