The New Rules of Marketing and PR

It is clear that he builds his methodology upon what is relevant to marketers in the current digital age. Rather than follow the hype surrounding new techniques, Scott maintains a portfolio of techniques that emphasizes efficiency and effectiveness over current trends. This creates a methodology that is rooted in consistency, focusing on the outlets that have not lost their prominence over the years.

What was lacking in this book was an attention to public relations and the field in particular. While similar to marketing, it encompasses far more; rather than selling an idea, public relations requires that bridges and connections are built between the business and the business community. Throughout the book we were looking for public relations to become a relevant topic of interest, but it was continually given a secondhand pass. Also, while the book does mention it will focus on internet marketing, it does not provide specifics as to when each avenue will be most useful. Rather, it provides the information in aggregate, leaving it up to the reader to decide whether or not each of the techniques works for their business.

The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns.

Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they’re eager to hear from you.

• Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn
• David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world’s largest information companies.

The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.

For those marketers who have hinged on the older, aging techniques, this book will provide new information and shed light on many of the outlets that have made themselves known in the digital age. Most, however, will find much of the book only mildly refreshing, and this book will merely serve as a guide for how to better utilize these resources. There is good content in the book, but it is limited in terms of application because few businesses would see results coming from each of the marketing outlets. Companies that already have established marketing methods may pick up new information here, but this truly is for the businesses that have not delved into internet marketing.