The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

Front Cover
John Wiley & Sons, Sep 17, 2007 - Business & Economics - 240 pages
1 Review
The Internet has profoundly changed theway people communicate and interact witheach other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today, the rules have changed entirely.

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they'll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company's Web site, they aren't there to hear your slogan or see your logo again. They want information, interaction, and choice—and you'd be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Smart marketers who want to communicate with buyers directly, raise online visibility, and increase sales will discover everything they need to put the new rules to work. This book will show you how to stay ahead of the curve—and your competitors—by using the Internet to its full PR, marketing, and customer-communications potential. If you want your business to succeed, forget tradition and adopt The New Rules of Marketing and PR.

 

What people are saying - Write a review

NonProfits Should Read

User Review  - vickibonhill - Overstock.com

I read this and then ordered a copy for the Communications Director at a nonprofit I volunteer with. Nonprofits could learn a lot about using the Internet effectively to market and raise funds. Read full review

The new rules of marketing and PR: how to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly

User Review  - Not Available - Book Verdict

Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to ... Read full review

Contents

Part II WebBased Communications to Reach Buyers Directly
41
Part III Action Plan for Harnessing the Power of the New Rules
111
Acknowledgments
259
Index
267
About the Author
276
Copyright

Other editions - View all

Common terms and phrases

About the author (2007)

David Meerman Scott is an award-winning marketing strategist, best-selling author, conference speaker, and seminar leader.

Bibliographic information