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 enlarge | Author: David Meerman Scott
Publisher: Wiley
Category: Book
List Price: $24.95
Buy New: $13.22
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Avg. Customer Rating:  110 reviews
Sales Rank: 1480
Media: Hardcover
Number Of Items: 1
Pages: 304
Shipping Weight (lbs): 0.7
Dimensions (in): 8.7 x 5.7 x 1.2
ISBN: 0470113456
Dewey Decimal Number: 658.872
EAN: 9780470113455
ASIN: 0470113456
Publication Date: June 4, 2007
Availability: Usually ships in 1-2 business days
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| Customer Reviews:
| Showing reviews 106-110 of 110 | | « PREV 1 ... | | |
 Extreme Makeover: Marketing and PR Edition May 30, 2007
3 out of 3 found this review helpful
It's time for an "extreme makeover" of your current thinking about what makes a great marketing and public relations strategy. The traditional methods of marketing and PR are quickly becoming ineffective; if you don't know what I mean, you soon will.
In his new book, "The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly", David Meerman Scott bring us up-to-date on how to get your message out to your target market using Web 2.0 technology. Actually, his book is less about technology and is more about meeting your customer where they live and work and play on the internet.
The old days of blasting the customer with repeated press releases through the business wires and relying solely on the relationships offered by PR Agencies has given way to communicating directly with the customer about what really matters to them. A blog is a good example of what Scott calls the "new rules". A blog, if properly done, focuses its energies on the needs, problems, and issues of the customer rather than that of the blogger. Thus, the whole orientation of marketing and PR has changed.
Don't get me wrong, PR agencies do a great service. As a third party, PR firms can be very effective in helping the entrepreneur craft the right message to take to the market; this is hard work and most entrepreneurs are lousy at this. Additionally, a PR firm can save the entrepreneur time by getting the message to the gurus, the press, and the analysts. But, relying on the PR agency to be the brute force of your marketing plan is flat out wrong.
Customers have increasingly grown cynical of traditional PR and all the spin that comes with it. Instead, customers respond to authentic messages about their problems. And, they rely heavily on the advice and experience of other customers who share these same problems. This is why wikis and forums have taken the web by storm. Blogs, too.
Remember, it is all about them (i.e the customer) and not about you. David Meerman Scott gets it. Read his book now.
John Bradley Jackson, Author
"First, Best, or Different"
Definitely a book to read before your competition does! May 30, 2007
2 out of 2 found this review helpful
David Meerman Scott's New Rules of Marketing and PR is for you if you're confused about how best to take advantage of the many new online tools.
One of the most important aspects of The New Rules of Marketing & PR is the fact that the book--itself--is a testament to the success of the New Rules. The New Rules began as an e-book that David offered on his blog, commented on by other bloggers, and--ultimately--was subsequently downloaded by over 50,000 readers.
By that time, the book had generated its own momentum, and was off and running; benefiting from continuing reader feedback as new chapters were posted on his blog with invitations for reader comments.
Lots of people talk about "Web 2.0" and "social media." David is one of the few who not only has made it work, but whose book contains numerous examples--with links--to others who have also used his ideas to turn their businesses around. In a conversational tone, it describes exactly how and where you should use the Internet to build awareness and word-of-mouth referrals for your book or your business.
The book's excellent production values and combination of "premise" with "implementation details" puts this book in a class by itself.
Required Reading for Marketing & PR Professionals May 29, 2007
I read and reviewed David Meerman Scott's earlier book, Cashing in with Content, last year and gave it a big "thumbs-up." I recently finished reading a galley copy of his new book, The New Rules of Marketing & PR, and my assessment is pretty simple: If you're a marketing or PR person, you need to read this book, period.
Chapter 15, "The Online Media Room: Your Front Door for Much More than the Media", is worth the price of the book all by itself. Here's a great point from that chapter:
"All kinds of people visit your online media room, not just journalists."
I'm a great example of this. When I'm researching a company I'm unfamiliar with I often find myself digging around on their media pages to see what sort of information they're feeding real journalists. I've found these sections to be a real treasure chest of insight, at least on some sites, and nothing but press release mumbo-jumbo on others.
This is just one example of the many, many great insights you'll find in this book. Highly recommended.
The New Rules brings together online marketing & PR in an accessible form May 27, 2007
16 out of 17 found this review helpful
For those who read David's Web Ink Now blog [...], the themes of this book will be familiar. David released an eBook, the New Rules of PR, last year, focusing on direct-to-consumer press releases. That eBook, plus all of his experiences in viral marketing have led to this new book.
The book expands beyond PR to include online marketing, viral marketing and leveraging content. As David points out, in this new environment, these areas are all converging. A news release, posted to your website, simply becomes marketing content to the reader. As with his previous book, Cashing in With Content, Scott uses compelling real-world examples to demonstrate the benefits of these methods.
Roughly half the book is focused on putting these concepts to practice in your own environment. These ten chapters provide specific guidance for understanding buyer personas, using content to position your company as a thought leader and writing content that will resonate with your buyers. There are also hands-on chapters on blogging, podcasting and leveraging social networking sites.
The New Rules of Marketing and PR covers a lot of ground in less than 300 pages. For traditional marketers and executives, the book is an accessible guide to the emerging models. For those knee-deep in online marketing already, the New Rules serves as a useful checklist of tips and tools to ensure that your marketing, PR and content are working together to help you achieve your goals.
[...]
A must read for marketers and PR folks May 27, 2007
3 out of 3 found this review helpful
Which is better? A blog mention or a quote in a magazine article? If you said the magazine quote, you need to read The New Rules of Marketing and PR.
Back in the old days, we hired agencies to create ads and PR firms to generate buzz. We used interrupt marketing. We communicated a simple message broadly. And measured results in the single digits; a campaign that generated 1% response was considered a success.
We've felt it for a long time: the old rules of marketing don't work.
David Meerman Scott introduces the new world of product marketing using new tools to direct-cast to those who are most interested: our buyers. Nowadays anyone with a Mac and a mic can create a podcast; anyone with a video camera can post on YouTube. And sending a news release to Google is now much more important than sending a news release to a journalist.
In the new world of marketing, having something to say matters more than ever. This book explains the reasons why the new media works and how to use the new rules. As always, marketers need to understand the product and its value to buyers, and also be able to articulate the value in buyer language. We just can't continue to offer vague product platitudes and expect to get anyone's attention. "Everyone everywhere" is no longer a valid market segment (and it never was)!
But perhaps the most important use for the book is to convince your management that blogging is better than advertising, that posting news to your web site is better than posting to prnewswire, and that participating in a small but interested community is better than blasting your message to everyone everywhere, hoping that someone will hear you.
The really interesting part of this book is that it reminds us that the old techniques really didn't work very well either. While the others spout jargon at you and vie to shout over each other, the new rules of marketing are a quiet conversation, using language both parties understand.
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