Book Review: The New, New Rules of Marketing and PR

Even before we had our conversation here, David Meerman Scott has held a special place on my bookshelf. His practical advice and no nonsense approach will help you break the rules -- and drive buzz, product feedback, sales and more.

The second, expanded, edition of the book starts strong with Robert Scoble's own story about Microsoft, and grows richer with tips and case studies from Meerman Scott's own experience.

This is not a book just for marketers and PR professionals. It's a handy manual for business people who want to connect with their customers on the Web and earn word-of-mouth marketing off line. How?

By gaining the credibility you need to build your business, writes Scoble. You do that by reaching your buyers directly with useful content at the exact moment the buyer needs it -- making public relations public again.

What has changed?

For starters, media is now one of your publics, not the only one. You can use blogs, online video, news releases, and other forms of Web content to communicate directly with your customers.

The Web is a great disintermediator. From a PR standpoint, I can tell you that running a solid communications program directed to customers, partners, and prospects will prompt them to stream your news area RSS feed directly on their reader. As far as they're concerned, your hitting publish on your Web site or blog is all it takes to get your news -- they don't need media in the mix.

In fact, in many cases, the reverse happens.  Once enough people are interested in your project, product, or service, mainstream media will take an interest in your story.

What else has changed?

People want authenticity, not spin. They want participation, not propaganda. Marketing is about delivering content at the precise moment people need it to make buying decisions. You can see how the lines between marketing and PR continue to blur and how integration is the winning strategy online-- and off line.

The Power of Blogs

While for many it's easier and more convenient to suggest using Twitter and Facebook as part of a company's outpost and participation in social media, I'm a strong believer in the power of blogs -- especially for B2B companies.

Think about it. You get your name out there, become your own publisher and have a chance to share your subject matter expertise. You can post rebuttals and corrections to stories without having to beg reporters and media outlets to do so. And, you get the benefit of engaging your customers directly, while commenting on industry trends, and being found in search.

We still get things done through search. 

This is not just about your own blog. It's about participating in a blog ecosystem; commenting, reading other people's viewpoints, and interacting with professionals who may be passionate about your field -- and influential because of it.

Ever thought of news releases with an offer?

You should be writing those, too. Does your PR read like this? If it does, follow the customer -- use their language, speak directly to them in your release. The truth is media folks will appreciate that as well. You'll be helping them bring to life the story for their readers.

If you work in B2B, you know that making your customers successful in the eyes of their customers is a win-win. We're talking about the same idea here. Make an offer your customers cannot ignore, build a bit of timeliness in it to engage human competitive nature, and watch the news spread.

Some examples of offers that create buzz:

• a film producer creates a soundtrack free to download
• a $1MM coupon off a luxury home
• exclusive access to hot news
• explosive new research that changes the game

Have a personality

This is becoming a new rule also for mainstream media. Once you start building your own following and have people who want to know about what's going on with your company, what new projects you're working on, you can have some fun, too.

Run contests, do live meet ups and record them on our blog. Look lively and approachable on video, sound interesting in podcasts and talk radio shows. Learn how to prepare your subject matter experts for new media interviews.

Earn attention by creating something worth spreading and making it available online, for free. This book will help you understand why and get to how quickly.

***

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[Disclosure: I received a copy of The New Rules of Marketing & PR from David Meerman Scott. This review and recommendation is based upon the quality of the material - and not on how I obtained it.]

©2010 Valeria Maltoni. All rights reserved.

Comments

[Cameron Barry]

Wonderful summary! The second edition of Scott's book is a genuine one, with lots of new information. It is one of just two required "texts" in the PR writing class I'm teaching this semester. Although most colleges don't seem to be connecting the dots when it comes to how much technology has changed the content we need to deliver and how we engage, I'm hoping that this book will be an ongoing resource for the students when they get full-time jobs in communications.

[David Meerman Scott]

Valeria

Wow - I am flattered that you not only read the second edition (carefully), but you took a lot of time to write about it here. I really appreciate it.

While a lot has changed since I wrote the first edition (Twitter did not exist, and Facebook was only for those with a .edu email address for example) what hasn't changed is that the Web allows anyone an opportunity to publish information that people are eager to consume.

BTW - I really LOVE the cover of your Participation not PR slide deck. Awesome!!

Cameron - thanks for your support.

Best, David

[Valeria Maltoni]

@Cameron - technology affords much more leeway to craft compelling copy and connect directly with the people you're trying to attract in the first place. It's hard to believe that most colleges are still resisting this kind of opportunity on behalf of their students. Your students are lucky to have you as teacher.

@David - it's something we have in common, the passion for getting to what's next with PR and marketing and liberating it from old rules. Always a pleasure learning from your experience and work. Thank you for your rants as well :)

[Russ Henneberry]

David Meerman Scott is a great thinker and his book is fantastic -- and I haven't even read this new edition yet!

Thanks for reminding me to pick it up.

[Justice]

Valeria, in this summary you've just written concerning David Meerman Scott newest book, I think you had said it all. Your review about this book really resonate within me to understand that in order to build real business online or offline, one needs to connect directly to his/her customer base.

I'm going to definitely check out this book to see what's new that I can use to reach out more to my subscribers base. Thank! Have a pleasant day there...

[brindey weber]

Hi Valeria!
Great review! Question- does the second book cover what is also in the first edition? Or should I bite the bullet and get both?
Thanks!

[Valeria Maltoni]

@Russ - good thing I did :)

@Justice - thank you for stopping by.

@Bridney - start with the new one, which includes tips on Twitter and Facebook. then see how you're doing.

[Ivan Walsh]

I got this in Beijing a while ago and thought the first two sections were fine, but not more than that.

BUT, section 3, the Action Plan for Harnessing the Power, is what makes it worth reading.

These action items can be applied to any SM activity. Worth ponying up for these chapters.

Ivan

[brindey weber]

Thanks Valeria!