Reading David Meerman Scott’s book The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly, was like having a long lunch date with a helpful PR expert who answered all my questions. Scott, a Boston-based marketer who blogs at www.WebInkNow.com, developed New Rules from the ideas in his free e-book, The New Rules of PR. He patiently explains how the online marketplace has changed and why the old strategies don’t work anymore. Companies no longer need to hire expensive PR firms to reach their target market. The new rules of marketing and PR allow you to take your message directly to the buyer, by leveraging new tools such as blogs, vlogs (like a blog but with video entries) and podcasts. He gives inspiring examples of how real businesses have used new media, and his examples work for any type of organization that seeks to increase their online profile, from churches to rock bands to non-profits to commercial enterprises both large and small. Early chapters focus on case-studies and overviews of each technology that he covers. In later chapters, Scott delves into the how-to of integrating the technologies into your own online environment.
In addition to explaining the benefits and differences of these new marketing tools, Scott explains the etiquette behind them, such as how to handle comments you leave on other people’s blogs or respond to comments left on yours. After reading this book, the convergence of online technologies will seem less confusing, and will hopefully leave you with the feeling that these are things you can actually do and not just think about doing.
Though I am already immersed in the world of online marketing, I learned a thing or two. For instance, I will never again ignore an opportunity to send a press release, and I added a link to this blog in my email signature. Why had I never thought of that before? I’m sure you will come away from this book with a fresh perspective on your business, too. If you read it, or if you’ve already read it, please leave me a comment and let me know what ideas you’re ready to try!