Totally updated with a new introduction and fresh insights on social media

The 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 new-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

For marketers, The New Rules of Marketing and PRshows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers 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. Today the rules have changed entirely.

The New Rules of Marketing and PRshows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad 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 those 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.

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

Foreword Robert Scoble.

Welcome to the New Rules.

Introduction.

IHow the Web Has Changed the Rules of Marketing and PR.

1The Old Rules of Marketing and PR Are Ineffective in an Online World.

2The New Rules of Marketing and PR.

3Reaching Your Buyers Directly.

IIWeb-Based Communications to Reach Buyers Directly.

4Blogs: Tapping Millions of Evangelists to Tell Your Story.

5The New Rules of News Releases.

6Audio Content Delivery through Podcasting.

7Forums, Wikis, and Your Targeted Audience.

8Going Viral: The Web Helps Audiences Catch the Fever.

9The Content-Rich Web Site.

IIIAction Plan for Harnessing the Power of the New Rules.

10You Are What You Publish: Building Your Marketing and PR Plan.

11Online Thought Leadership to Brand Your Organization as a Trusted Resource.

12How to Write for Your Buyers.

13How Web Content Influences the Buying Process.

14How to Use News Releases to Reach Buyers Directly.

15The Online Media Room: Your Front Door for Much More Than the Media.

16The New Rules for Reaching the Media.

17Blogging to Reach Your Buyers.

18Podcasting and Video Made, Well, as Easy as Possible.

19Social Networking Sites and Marketing.

20Search Engine Marketing.

21Make It Happen.

Acknowledgments.

Index.

About the Author.

Preview: World Wide Rave.