The New Rules of Marketing and PR

If there is only one book out there that the marketing departments have on the must-read list, this is it .for those wading into social media space, give this a read and pass it along to your in-house head of comms for maximum benefit (Entrepreneur Middle East, January 2016) an essential reference book that offers value to all working in this field ..for seasoned professionals it offers an excellent benchmark for a range of marketing channels (B2B Marketing, February 2016)

DAVID MEERMAN SCOTT is the author of ten books including Real-Time Marketing & PR, The New Rules of Sales & Service, and Newsjacking. His books open people's eyes to the new realities of sales, marketing, and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.

Foreword by Robert Scoble xix Introduction 1 The New Rules 3 Life with the New Rules 5 What s New 7 Writing Like on a Blog, But in a Book 8 Showcasing Success 10 I How the Web Has Changed the Rules of Marketing and PR 13 1 The Old Rules of Marketing and PR Are Ineffective in an Online World 15 Advertising: A Money Pit of Wasted Resources 18 One-Way Interruption Marketing Is Yesterday s Message 19 The Old Rules of Marketing 20 Public Relations Used to Be Exclusively about the Media 21 Public Relations and Third-Party Ink 22 Yes, the Media Are Still Important 22 Press Releases and the Journalistic Black Hole 23 The Old Rules of PR 24 Learn to Ignore the Old Rules 25 2 The New Rules of Marketing and PR 27 The Most Important Communication Revolution in Human History 28 Open for Business 29 The Long Tail of Marketing 32 Tell Me Something I Don t Know, Please 33 Bricks-and-Mortar News 34 The Long Tail of PR 36 The New Rules of Marketing and PR 37 The Convergence of Marketing and PR on the Web 38 3 Reaching Your Buyers Directly 39 The Right Marketing in a Wired World 40 Let the World Know about Your Expertise 41 Develop Information Your Buyers Want to Consume 43 Big Birge Plumbing Company Grows Business in a Competitive Market 44 Buyer Personas: The Basics 45 Think Like a Publisher 48 Staying Connected with Members and the Community 48 Know the Goals and Let Content Drive Action 51 Content and Thought Leadership 52 II Web-Based Communications to Reach Buyers Directly 53 4 Social Media and Your Targeted Audience 55 What Is Social Media, Anyway? 56 Social Media Is a Cocktail Party 57 Upgrade to Canada Social Program Nabs Tourists from Other Countries 58 Social Networking and Agility 59 The New Rules of Job Search 61 How to Find a New Job via Social Media 63 Insignificant Backwaters or Valuable Places to Connect? 65 Your Best Customers Participate in Online Forums So Should You 68 Your Space in the Forums 71 Wikis, Listservs, and Your Audience 73 Social Networking Drives Adagio Teas Success 74 5 Blogs: Tapping Millions of Evangelists to Tell Your Story 78 Blogs, Blogging, and Bloggers 80 A Blog (or Not a Blog) 81 California Lawyer Blogs to Build Authority and Drive More Business 83 Understanding Blogs in the World of the Web 85 The Four Uses of Blogs for Marketing and PR 87 Monitor Blogs Your Organization s Reputation Depends on It 88 Comment on Blogs to Get Your Viewpoint Out There 89 Work with the Bloggers Who Talk about You 90 Bloggers Love Interesting Experiences 92 How to Reach Bloggers around the World 93 Do You Allow Employees to Send Email? How about Letting Them Blog? 94 Not Another Junky Blog 95 The Power of Blogs 97 Get Started Today 97 6 Audio and Video Drive Action 99 Create Goodwill with Customers 99 What University Should I Attend? 101 The Best Job in the World 102 Have Fun with Your Videos 104 Audio Content Delivery through Podcasting 106 Hack the Entrepreneur Podcast Delivers New Customers for Host s Business 107 Grammar Girl Podcast 109 7 Going Viral: The Web Helps Audiences Catch the Fever 112 Minty-Fresh Explosive Marketing 113 Monitoring the Blogosphere for Viral Eruptions 114 Creating a World Wide Rave 116 Rules of the Rave 117 Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 119 Using Creative Commons to Facilitate Mashups and Spread Your Ideas 120 Viral Buzz for Fun and Profit 121 The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia s Toilet 122 Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 123 When You Have Explosive News, Make It Go Viral 124 8 The Content-Rich Website 127 Political Advocacy on the Web 128 Content: The Focus of Successful Websites 130 Reaching a Global Marketplace 131 Putting It All Together with Content 132 Great Websites: More Art Than Science 134 9 Marketing and PR in Real Time 137 Real-Time Marketing and PR 138 John Green Thum