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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing...

by: David Meerman Scott

ISBN: 9780470379288 | 0470379286

Format: Paperback
Publisher: Wiley
Pub. Date: 11/1/2008

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Summary Table of Contents Author Biography

Totally updated with a new introduction and fresh insights on social mediaThe Internet and social media have transformed the way companies communicate with consumers. The New Rules of Marketing and PR shows you how to leverage the potential of Web-based communication to build a personal link with your market. Forget old advertising tactics that don't work online. Adopt the new rules and start a profitable relationship with your buyers and those who influence them.Praise for The New Rules of Marketing and PR"This excellent look at the basics of ... MOREnew-millennial marketing should find use in the hands of any serious PR professional making the transition." -Publishers Weekly (starred review)"[Scott] goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that shows you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style." -Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books"The New Rules of Marketing and 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, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company"'Revolution' may be an overused word in describing what the Internet has wrought, but revolution is exactly what Scott embraces and propels forward in this book. With this rule book to the online revolution, you can learn how to win minds and markets, playing by the rules of new media." -Don Dunnington, President of the International Association of Online Communicators (IAOC), Director of Business Communications at K-Tron International, and graduate instructor in online communication at Rowan University

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 business owners how to identify audiences, create compelling messages, and lead those consumers into the buying process.

The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm.

Foreword
Welcome to the New Rules
Introduction
How the Web Has Changed the Rules of Marketing and PR.
The Old Rules of Marketing and PR Are Ineffective in an Online World
The New Rules of Marketing and PR
Reaching Your Buyers Directly
Web-Based Communications to Reach Buyers Directly.
Blogs: Tapping Millions of Evangelists to... MORE Tell Your Story
The New Rules of News Releases
Audio Content Delivery through Podcasting
Forums, Wikis, and Your Targeted Audience
Going Viral: The Web Helps Audiences Catch the Fever
The Content-Rich Web Site
Action Plan for Harnessing the Power of the New Rules.
You Are What You Publish: Building Your Marketing and PR Plan
Online Thought Leadership to Brand Your Organization as a Trusted Resource
How to Write for Your Buyers
How Web Content Influences the Buying Process
How to Use News Releases to Reach Buyers Directly
The Online Media Room: Your Front Door for Much More Than the Media
The New Rules for Reaching the Media
Blogging to Reach Your Buyers
Podcasting and Video Made, Well, as Easy as Possible
Social Networking Sites and Marketing
Search Engine Marketing
Make It Happen
Acknowledgments
Index
About the Author
Preview: World Wide Rave
Table of Contents provided by Publisher. All Rights Reserved.

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

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