The New Rules of Marketing & PR: Book Review
A Guide to Reaching Buyers Online
"One-way interruption marketing is yesterday's message," says David Meerman Scott in his acclaimed 2007 book, The New Rules of Marketing & PR. Do not interrupt the customer, Scott advises marketers, but instead use the Web to deliver useful content at "the precise moment that a buyer needs it."
The New Rules of Marketing & PR (published by John Wiley & Sons, 2007; 275 pages) is a guidebook to the transformation of marketing. It clearly explains how the Web is changing traditional marketing and advertising. Old means of reaching customers are being replaced by new online ways, as consumers increasingly look to the Internet for information and advice before making a purchase. Marketers need to master fresh disciplines if they want to prosper in the online era.
David Meerman Scott describes how the new rules of marketing and PR (public relations) are different from the old. For example, previously, corporations sent press releases only to media outlets such as newspapers and TV stations. There, editors and reporters decided which releases merited following up. They weeded out most releases, and handpicked the ones that made it into the paper or newscast as professionally written stories.
Now, under the new rules of marketing and PR, savvy corporations send press releases to the media and the public. They speak directly with their customers, without the filter of the reporter. They establish open lines of communication with consumers, who no longer want to be sold to but eagerly seek solid information.
Further, according to David Meerman Scott, it's not only press release distribution that is changing. The new rules of marketing and PR call for interacting with customers through many avenues, including:
- Blogs
- Podcasts
- Forums
- Wikis
- List serves (i.e., mailing lists)
- Videos
- Social networking sites
And best of all, David Meerman Scott reminds the reader all these methods can be used free or at minimal cost.
Action Plan for Implementing the New Rules of Marketing and PR
After describing the various ways to reach buyers directly, the author provides an action plan to harness the power of the new rules. Scott takes the reader through the process of establishing the organization's goals, building buyer personas, and developing rich, relevant online content.
He explains the finer points of blogging, how to use news releases, and how best to profit from video, social networking sites, search engine marketing, as well as the many other tools available to businesses that want to play by the new rules of marketing and PR.
The New Rules of Marketing & PR is written in a clear, engaging style, and is chock-full of useful information. David Meerman Scott's book is a must-read for both entrepreneurs and executives at large companies.
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