The New Rules of Marketing & PR by David Meerman Scott
Star Rating (1 through 5): 3+
There is no doubt about it that within the last 5 or 6 years corporate marketing/public relations strategies that are not adapting to the newest internet technologies are going to be left behind. But old mindsets are hard to change and even companies that have adopted some of the new cyberspace tools are having a hard time understanding the needs and behaviors of the new consumer/buyer/customer. In The New Rules of Marketing and PR, David Meerman Scott walks the reader through the traditional attitudes of marketing and PR activities and shares with readers an updated viewpoint on marketing and PR due to the shift in our present web-enabled communications environment.
The book spends a great deal of time validating the need for a change in attitude towards marketing and PR because of the way that consumers now get their information, which is shifting heavily towards internet and social media outlets. The New Rules of Marketing and PR shares several examples of how outdated traditional marketing and PR methods are becoming very costly and inefficient. The book also shares several examples of companies that have broken away from traditional marketing and PR to achieve positive results using new improved methods related to internet and social media.
The New Rules of Marketing and PR covers several key areas of web based communications approaches that are becoming industry standards in marketing for a business of any size. Scott also touches on the process of pulling several of these methods together to target your specific market and/or customer and again, shares some successful industry examples.
This book is currently on its third edition and I believe this speaks to the overall theme of the book which is that change is inevitable in today’s virtual environment and companies that educate and experiment with the newest tools are quickly becoming the leaders in their markets.
Best impacts target selective audience
Companies that are looking to learn and expand upon their current marketing strategies and enhance their public relations in general are good reading candidates for this book. Overall the methods and processes described are generically described. A more detailed explanation of the processes needed to implement these methods are not covered in the book, but the book is comprehensive in regards to the various methods that comprise the “new” rules of marketing and PR.
The benefits of reading The New Rules of Marketing and PR are getting a 30 thousand foot view of an ever expanding virtual environments and being presented with some industry leading examples on utilizing the “new” tools and technologies.
It’s unbelievable that today there are still PR companies or profitable corporations that are not aggressively focusing efforts into the latest and greatest internet and social media tools available, but according to Scott, this appears to be the case. So accordingly, I would recommend reading this book to those professionals and corporate executives that are still toying around with spending the effort or the costs of updating to these new strategies.
I have listed a couple of other high points for me from the book:
· An exceptionally well done Marketing Strategy Planning Template (and this template is available for downloading too – which is great).
· Valuable links to industry leaders in media press kits, media rooms and industry blog sites.
· Methodology and focus on buyer personas and marketing to them
Small business bang for their buck?
While I think this is a valuable book for those to understand the need for changing/expanding your marketing or PR strategies from traditional “interruption” style to inbound or content based web-enabled communications, I believe that the target buyer for this book was not the local small business.
Most of the clients I work with in the local business communities would not have a “PR” strategy or even would consider this aspect of marketing/advertising. Since there is a good deal of material in this book specifically related to Public Relations methods and enhancements to those methods, I think some of the readership would not appreciate this aspect of this book.
Additionally, along that same line of thought, I felt that most of the industry examples for social media, blog, video/audio content, etc – where mid to larger businesses that may have a substantial budget to experiment or initiate many of these types of methods.
However, I might add that just because your small business does not have a “PR” strategy today, after reading this book, some level of PR work done internally could net your small business some big benefits. For instance, using some of the ideas related to online press releases, media rooms, or even reaching out to your local newspaper could be a profitable endeavor. The mindset is that these PR strategies are for big businesses only, but one thing that the internet is excellent at, and that is equalizing ALL businesses based on valuable and useful web content as opposed to big PR budgets and advertising sponsors.
I am recommending this book overall to any person who owns, is responsible for, or interested in marketing and public relations trends as it relates to social and web-based communications. The book is detailed enough to cover the various tools and techniques, but broad enough to be educational/instructional but not technical.
There is some redundancy throughout the book and a few points that were overstated, but overall I thought the book was very readable, nicely formatted and had a good flow to it. It was pretty long (over 300 pages), which is tough for some of us short attention span learners. I felt that the material could have been covered easily in less than 300 pages, but nevertheless, I did not find it tedious.
I felt the book leaned toward the mid-size to larger corporate audience more than it did to my local small business friends, but I still feel the book is worth reading for both. Make no mistake though, once you pick a few methods or topics that interest you based on your business needs, further reading/learning will be required. This book is a general overview of the current web-based, content driven marketplace, not a manual for implementing new practices.
Joleen Halloran is an executive for ZoomIT Marketing, an internet, mobile, and social marketing company. Joleen has extensive business experience in project management, leadership, and specializes in motivational techniques and corporate culture.
Beyond Joleen’s professional life, she is an avid reader and researcher of books and other materials related to her profession, but also to her special passion, which is metaphysical and spirituality topics. Ms. Halloran has read over 100 books related to metaphysics, spirituality, Western and Eastern religion, and law of attraction. Joleen is currently working on her how book, Finding Home – Breaking Free from Limits, which she hopes to have finished later this summer.