Any professional knows that in order to keep up with changes in the communication industry, they need to be open to new ideas and new ways of doing things. Reading books, articles and journals by credible experts is an easy way to stay up to date and learn from others. One book that should be required reading for all PR and like-minded professionals is The New Rules of Marketing & PR by David Meerman Scott.
If you haven’t read the latest edition, I encourage you to check it out. Throughout the book, Scott takes you through the latest trends, social media, marketing tools and real word examples. Through his guide you’ll learn how to leverage web-based communication and learn the ins and outs of enhancing online visibility, which in turn will increase brand awareness and boost sales. Each chapter explores different facets of marketing and gives readers some interesting, out of the box ideas on how to market an organization’s products and services.
Unlike many books that can rapidly start to lose precision, New Rules explores the crucial relationship between online marketing and copywriting, practical approaches through leadership and the process of building a marketing and PR plan.
Here are a few of my favorite takeaways:
The old rules
Before the web revolutionized the marketing space, PR was only about speaking through the media and marketing was one-way broadcast advertising. Under these rules, companies relied on one-way communication through expensive advertising or media placements secured through a PR firm. When companies spoke, consumers would sometimes listen, but had no way of engaging directly with the company. Fortunately those days are long gone.
The new rules
Thanks to the internet, the lines between marketing and PR have blurred. Today, public relations is PUBLIC again. With increased access comes more competition. Brands must create great online content to win over consumers and persuade them to convert.
The web has transformed how companies communicate with consumers. Now, two-way web-based communication is essential and consumers are an integral part of the conversation with and about your company’s products and services.
Engage with social media
In the words of David Scott, “The internet is like a massive focus group with uninhibited customers offering up their thoughts for free.” Now more than ever, you must participate in the communities that matter for your markets. Active participation can pay off exponentially for brands that take the time to provide ideas and advice on a wide variety of subjects and topics in their field.
Realize that content is king
Content reigns supreme: know your goals and let your creative work drive action. Have a blog, and make good use of it. Add videos and other interactive content. Your consumers want to be informed and entertained, not just sold on the latest product. A fun, lively blog – when done well – can tell your brand’s story, engage customers and draw people into your website.
Use new rules for reaching the media
The media is no longer relegated to print. You must pitch bloggers and target one reporter at a time. More importantly, journalists today don’t want to know what your product is and how it works – they want to know how it solves consumer problems. Let the wants and needs of your consumers drive the action.
Use new rules for news release
When composing a news release find good reasons to send them out. Remember that new releases are meant to reach buyers directly and must include keyword-rich language. It is best practice to send quick news releases on a regular basis to provide content for your website and keep your brand in the thoughts of the media and consumers, while also contributing to SEO.
Final Thoughts
I would recommend New Rules to any marketer, entrepreneur, or company seeking to communicate directly with customers, increase an online presence or compel customers to convert. Overall, I found the text useful and applicable to my personal life and professional career.
My only criticism is that Scott tends to be slightly repetitive with his ideas. This book is by no means an overnight read. As such, it’s not exactly thrilling to read the same concepts just applied in different areas. However, it’s perfect if you’re looking for a more immersive experience into the world marketing and PR.
Emily Senski-Taylor 