The New Rules of Marketing and PR, 7th Edition

The New Rules of Marketing and PR, 7th Edition

by David Meerman Scott
Released May 2020
Publisher(s): Wiley
ISBN: 9781119651543

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Book description

The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information

In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business.

An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising!

The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you:

  • Incorporate the new rules that will keep you ahead of the digital marketing curve
  • Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you
  • Use web-based communication technologies to their fullest potential
  • Gain valuable insights through compelling case studies and real-world examples
  • Take advantage of marketing opportunities on platforms like Facebook Live and Snapchat

The seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.

Table of contents

  1. Cover
  2. Praise for The New Rules of Marketing & PR
  3. Also by David Meerman Scott
  4. Introduction
    1. The New Rules
    2. Life with the New Rules
    3. What’s New
    4. Writing Like on a Blog, but in a Book
    5. Showcasing Success
    6. Notes
  5. I How the Web Has Changed the Rules of Marketing and PR
    1. 1 The Old Rules of Marketing and PR Are Ineffective in an Online World
      1. Advertising: A Money Pit of Wasted Resources
      2. One-Way Interruption Marketing Is Yesterday’s Message
      3. The Old Rules of Marketing
      4. Public Relations Used to Be Exclusively about the Media
      5. Public Relations and Third-Party Ink
      6. Yes, the Media Are Still Important
      7. Press Releases and the Journalistic Black Hole
      8. The Old Rules of PR
      9. Learn to Ignore the Old Rules
      10. Notes
    2. 2 The New Rules of Marketing and PR
      1. The Most Important Communications Revolution in Human History
      2. Open for Business
      3. The Long Tail of Marketing
      4. Tell Me Something I Don’t Know, Please
      5. Bricks-and-Mortar News
      6. The Long Tail of PR
      7. The New Rules of Marketing and PR
      8. The Convergence of Marketing and PR on the Web
      9. Notes
    3. 3 Reaching Your Buyers Directly
      1. The Right Marketing in a Wired World
      2. Let the World Know about Your Expertise
      3. Develop Information Your Buyers Want to Consume
      4. Big Birge Plumbing Company Grows Business in a Competitive Market
      5. Buyer Personas: The Basics
      6. Think Like a Publisher
      7. Staying Connected with Members and the Community
      8. Know the Goals and Let Content Drive Action
      9. Real-Time Business at American Airlines Reaches Buyers Directly
      10. Notes
  6. II Web-Based Communications to Reach Buyers Directly
    1. 4 Social Media and Your Targeted Audience
      1. What Is Social Media, Anyway?
      2. Social Media Is a Cocktail Party
      3. “Upgrade to Canada” Social Program Nabs Tourists from Other Countries
      4. Social Networking and Agility
      5. When Social Networking Doesn’t Work: The Cannabis Business in America
      6. The New Rules of Job Search
      7. How to Find a New Job via Social Media
      8. Social Networking Drives Adagio Teas’ Success
      9. Notes
    2. 5 Blogs: Tapping Millions of Evangelists to Tell Your Story
      1. Why You Still Need a Blog in the Age of Social Networking
      2. Blogs, Blogging, and Bloggers
      3. A Blog (or Not a Blog)
      4. California Lawyer Blogs to Build Authority and Drive More Business
      5. Understanding Blogs in the World of the Web
      6. The Four Uses of Blogs for Marketing and PR
      7. Monitor Blogs—Your Organization’s Reputation Depends on It
      8. Comment on Blogs to Get Your Viewpoint Out There
      9. Bloggers Love Interesting Experiences
      10. How to Reach Bloggers around the World
      11. Do You Allow Employees to Send Email? How about Letting Them Blog?
      12. Not Another Junky Blog
      13. Get Started Today
      14. Notes
    3. 6 Audio and Video Drive Action
      1. Improv with the CIO
      2. What University Should I Attend?
      3. Building a Business One YouTube Video at a Time
      4. Have Fun with Your Videos
      5. Audio Content Delivery through Podcasting
      6. Hack the Entrepreneur Podcast Delivers New Clients for Host’s Consulting Business
      7. Grammar Girl Podcast
      8. Notes
    4. 7 The Content-Rich Website
      1. Political Advocacy on the Web
      2. Content: The Focus of Successful Websites
      3. Reaching a Global Marketplace
      4. Make Your Site Mobile Friendly
      5. Putting It All Together with Content
      6. Great Websites: More Art Than Science
      7. Notes
    5. 8 Marketing and PR in Real Time
      1. Real-Time Marketing and PR
      2. John Green Thumps Tom Cruise
      3. Develop Your Real-Time Mind-Set
      4. Real-Time Blog Post Drives $1 Million in New Business
      5. The Time Is Now
      6. Snapchat for Business
      7. Crowdsourced Support
      8. Notes
    6. 9 Artificial Intelligence and Machine Learning for Marketing and PR
      1. AI-Powered Marketing and PR
      2. Your Marketing May Already Be AI-Powered
      3. Find Ways for AI to Benefit Customers
      4. Creating an AI Project
      5. Making AI a Part of Your Marketing
      6. Remaining Human in a World of AI
      7. Notes
  7. III Action Plan for Harnessing the Power of the New Rules
    1. 10 You Are What You Publish: Building Your Marketing and PR Plan
      1. What Are Your Organization’s Goals?
      2. Buyer Personas and Your Organization
      3. The Buyer Persona Profile
      4. How Beko Develops Products Global Consumers Are Eager to Buy
      5. Reaching Senior Executives
      6. The Importance of Buyer Personas in Web Marketing
      7. In Your Buyers’ Own Words
      8. What Do You Want Your Buyers to Believe?
      9. Developing Content to Reach Buyers
      10. Marketing Strategy Planning Template
      11. The New Rules of Measurement
      12. Asking Your Buyer for a Date
      13. Measuring the Power of Free
      14. What You Should Measure
      15. Stop Thinking of Content Creation as a Marketing Expense
      16. Stick to Your Plan
      17. Notes
    2. 11 Growing Your Business: How Marketing and PR Drive Sales
      1. It’s Time for a Sales Transformation
      2. How Web Content Influences the Buying Process
      3. Tips for Creating a Buyer-Centric Website
      4. Step 1: Sales Begin with Informational Content
      5. Step 2: A Friendly Nudge
      6. Step 3: Closing the Deal
      7. Triathlon Coach Delivers Content for All Ability Levels
      8. Salespeople as Content Curators
      9. Your Company’s Salesperson-in-Chief
      10. Educating Your Salespeople about the New Buying Process
      11. Registration or Not? Data from an E-Book Offer
      12. Close the Sale—Continue the Conversation
      13. Measure and Improve
      14. How a Content Strategy Grew Business by 50 Percent in One Year
      15. Notes
    3. 12 Strategies for Creating Awesome Content
      1. Ways to Get Your Information Out There
      2. How to Create Thoughtful Content
      3. How Raytheon Uses Journalists to Create Interesting Content
      4. Content Creation in Highly Regulated Industries
      5. Leveraging Thought Leaders outside Your Organization
      6. Who Wrote That Awesome White Paper?
      7. How Much Money Does Your Buyer Make?
      8. Notes
    4. 13 How to Write for Your Buyers
      1. An Analysis of Gobbledygook
      2. Poor Writing: How Did We Get Here?
      3. Effective Writing for Marketing and PR
      4. The Power of Writing Feedback (from Your Blog)
      5. Injecting Humor into Product Descriptions
      6. Brand Journalism at Boeing
      7. Notes
    5. 14 Social Networking as Marketing
      1. Television’s Eugene Mirman Is Very Nice and Likes Seafood
      2. How to Use Facebook to Market Your Product or Service
      3. Increase Engagements with Facebook Groups
      4. Check Out My LinkedIn Profile
      5. Tweet Your Thoughts to the World
      6. Social Networking and Personal Branding
      7. The CIA Joins Twitter
      8. The Sharing More Than Selling Rule
      9. Connecting with Fans
      10. How Amanda Palmer Raised a Million Dollars via Social Networking
      11. Which Social Networking Site Is Right for You?
      12. Nextdoor, the Social Network for Local Businesses
      13. You Can’t Go to Every Party, So Why Even Try?
      14. Optimizing Social Networking Pages
      15. Integrate Social Media into an Offline Conference or Event
      16. Build a Passionate Fan Base
      17. Social Networking and Crisis Communications
      18. Why Participating in Social Media Is Like Exercise
      19. Notes
    6. 15 Blogging to Reach Your Buyers
      1. What Should You Blog About?
      2. Blogging Ethics and Employee Blogging Guidelines
      3. Blogging Basics: What You Need to Know to Get Started
      4. Bling Out Your Blog
      5. Building an Audience for Your New Blog
      6. Tag, and Your Buyer Is It
      7. Cities That Blog
      8. Blogging outside North America
      9. What Are You Waiting For?
      10. Notes
    7. 16 An Image Is Worth a Thousand Words
      1. Photographs as Compelling Content Marketing
      2. Images of Real People Work Better Than Inane Stock Photos
      3. How to Market an Expensive Product with Original Photographs
      4. Why I Love Instagram
      5. Marketing Your Product with Photos on Instagram
      6. Sharing with Pinterest
      7. The Power of SlideShare for Showcasing Your Ideas
      8. Infographics
      9. Notes
    8. 17 Video and Podcasting Made Easy
      1. Video and Your Buyers
      2. Business-Casual Video
      3. Stop Obsessing over Video Release Forms
      4. Your Smartphone Is All You Need
      5. Facebook Live Is Great for Real-Time Content Marketing
      6. Video to Showcase Your Expertise
      7. Getting Started with Video
      8. Video Created for Buyers Generates Sales Leads
      9. Podcasting 101
      10. Notes
    9. 18 How to Use News Releases to Reach Buyers Directly
      1. News Releases in a Web World
      2. The New Rules of News Releases
      3. If They Find You, They Will Come
      4. Driving Buyers into the Sales Process
      5. Developing Your News Release Strategy
      6. Publishing News Releases through a Distribution Service
      7. Reach Even More Interested Buyers with RSS Feeds
      8. Simultaneously Publish Your News Releases to Your Website
      9. The Importance of Links in Your News Releases
      10. Focus on the Keywords and Phrases Your Buyers Use
      11. If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
      12. Notes
    10. 19 Your Newsroom: A Front Door for Much More Than the Media
      1. Your Newsroom as (Free) Search Engine Optimization
      2. Reaching Reporters and Editors and Telling Your Story
      3. Best Practices for Newsrooms
      4. Ontario University Shines Spotlight on Faculty Researchers
      5. A Newsroom to Reach Journalists, Customers, and Bloggers
      6. Notes
    11. 20 The New Rules for Reaching the Media
      1. “Re:,” Nontargeted Pitches, and Other Sleazy Tactics
      2. The New Rules of Media Relations
      3. Blogs and Media Relations
      4. How Blog Mentions Drive Mainstream Media Stories
      5. Launching Ideas with the U.S. Air Force
      6. How to Pitch the Media
      7. Notes
    12. 21 Newsjacking Your Way into the Media
      1. Journalists Are Looking for What You Know
      2. Get Your Take on the News into the Marketplace of Ideas
      3. How to Find News to Jack
      4. Twitter Is Your Newsjacking Tool
      5. Beware: Newsjacking Can Damage Your Brand
      6. Newsjacking for Fun and Profit
      7. Notes
    13. 22 Search Engine Marketing
      1. Making the First Page on Google
      2. Search Engine Optimization
      3. Own Your Marketing Assets Instead of Renting Them
      4. The Long Tail of Search
      5. The Super Long Tail of Voice Search
      6. Carve Out Your Own Search Engine Real Estate
      7. Web Landing Pages to Drive Action
      8. Optimizing the Past
      9. Search Engine Marketing in a Fragmented Business
      10. Notes
    14. 23 Make It Happen
      1. Your Mind-Set
      2. The Journey from a Traditional Marketing Executive to a Modern CMO
      3. Manage Your Fear
      4. Mixing Business with Your Personal Life on Social Networks
      5. Getting the Help You Need (and Rejecting What You Don’t)
      6. Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District
      7. Great for Any Organization
      8. Now It’s Your Turn
      9. Notes
  8. Acknowledgments for the Seventh Edition
  9. About the Author
  10. Index
  11. Master Newsjacking Course
  12. Have David Meerman Scott Speak at Your Next Event!
  13. End User License Agreement

Product information

  • Title: The New Rules of Marketing and PR, 7th Edition
  • Author(s): David Meerman Scott
  • Release date: May 2020
  • Publisher(s): Wiley
  • ISBN: 9781119651543