Book Review: The New Rules of Marketing & PR
If you’ve worked in marketing and PR for the last couple of years, then you have surely heard of David Meerman Scott’s, The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly.
Scott’s nontraditional approach to marketing and PR are a breath of fresh air in industries that are trying to get their hands around how to maximize the tools the digital revolution has given them. 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.
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. As bona fide content carriers in their own right, we are seeing a convergence of press releases and content generation. 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.
One thing I like about David Meerman Scott is he 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 on creating a press release strategy that works.
And I am happy to report that Scott has a new edition of new edition coming out soon!
Ami Neiberger-Miller is a public relations strategist and writer. She is the founder of Steppingstone LLC, an independent public relations practice near Washington, D.C. that provides public relations counsel, social media engagement, writing services, and creative design for publications and websites. She blogs frequently about media relations, social media and work-family balance. She also reviews books on her blog. Follow her on Twitter @AmazingPRMaven.