[...]... about the Media 8 Public Relations and Third-Party Ink 10 Yes, the Media Are Still Important 10 Press Releases and the Journalistic Black Hole 11 The Old Rules of PR 12 Learn to Ignore the Old Rules 14 2 The New Rules of Marketing and PR The Long Tail of Marketing 17 Tell Me Something I Don’t Know, Please 19 Bricks -and- Mortar News 21 Advice from the Company President 23 The Long Tail of PR 24 The New Rules. .. altered the way they think about marketing and PR Showcasing Innovative Marketers The most exciting aspect of the book is that, throughout these pages, I have the honor of showcasing some of the best examples of innovative marketers building successful marketing and PR programs on the Web One of the most remarkable is that of Robert Scoble, who kindly shared his story about Microsoft in the Foreword to the. .. marketing director for the online division of Knight-Ridder, then one of the largest newspaper companies in the world, my team and I quietly created content-based, “thought leadership” marketing and PR programs on the Web Against the advice of the PR agency professionals we had on retainer (who insisted that press releases were only for the press), we wrote and sent dozens of releases ourselves Each time we... 11:47 AM Page 1 How the Web Has Changed the Rules of Marketing and PR ccc_scott_001-002_pt1.qxd 4/11/07 11:47 AM Page 2 ccc_scott_003-014_ch01.qxd 1 4/11/07 11:47 AM Page 3 The Old Rules of Marketing and PR Are Ineffective in an Online World I n the summer of 2006, I was thinking of buying a new car As with tens of millions of other consumers, the Web is my primary source of information when considering... parts Part I is a rigorous overview of how the Web has changed the rules of marketing and PR Part II introduces and provides details about each of the various media, and Part III contains detailed “how-to” information and an action plan to help you put the new rules to work for your organization While I think this sequence is the most logical way to present these ideas, there’s no reason why you shouldn’t... Contents Foreword xvii Introduction xxi The New Rules xxiii Trying to Write Like a Blog, But in a Book xxiv Showcasing Innovative Marketers xxvi 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 3 Advertising: A Money Pit of Wasted Resources 5 One-Way Interruption Marketing Is Yesterday’s Message 6 The Old Rules of Marketing. .. business-book model, and The New Rules of Marketing and PR is an interesting example My online content (the e-book and my blog) led me directly to a print book deal I was fortunate to meet Joe Wikert,2 vice president and executive publisher in the Professional/Trade division of John Wiley & Sons, Inc., and writer of the terrific Publishing 2020 blog, at a conference in San Francisco Joe and I linked up and commented... because the new rules work for reaching all these groups Are you a nonprofit organization that needs to increase donations? The new rules apply to you as much as to a corporation Ditto for political campaigns looking for votes, schools that want to increase applicants, consultants searching for business, and churches hunting for new members This book will show you the new rules and how to apply them For people... then, many new forms of online media have burst onto the scene, including blogs, podcasts, video, and virtual communities But what all the new Web tools and techniques have in common is that together they are the best way to communicate directly with your marketplace This book actually started as a Web marketing and PR program on my blog In January 2006, I published an e-book called The New Rules of. .. Introduction xxiii sands of you have followed along, and many have contributed to the writing process by offering suggestions via comments on my blog and e-mail Thank you for contributing your ideas And thank you for arguing with me when I got off track Your enthusiasm has made the book much better than if I had written in isolation The Web has changed not only the rules of marketing and PR, but also the business-book . alt="" Praise for The New Rules of Marketing and PR The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, . 11 The Old Rules of PR 12 Learn to Ignore the Old Rules 14 2 The New Rules of Marketing and PR 15 The Long Tail of Marketing 17 Tell Me Something I Don’t Know, Please 19 Bricks -and- Mortar News. 19 Bricks -and- Mortar News 21 Advice from the Company President 23 The Long Tail of PR 24 The New Rules of Marketing and PR 25 The Convergence of Marketing and PR on the Web 26 ftoc.qxd 5/10/07 4:21 PM