According to David Meerman Scott, corporate blogs are the “ideal tool to bypass the media filter”. Corporate blogs are emerging as one of the most effective means by which businesses of all types can bypass the traditional “media gatekeepers” to tell their stories directly to their market. David Meerman Scott is the author of a book called “The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly”.
Audiences consume advertising with skepticism and consider pronouncements by CEOs to be out of touch with reality. But a good blog written by someone within a large or small company, a nonprofit, a church, or a political campaign commands attention.
David Meerman Scott spent more than a year researching the book and reviewed hundreds of blogs. He interviewed lots of bloggers who found success through blogging. In the book, he talks about the fact that corporate blogs are often misunderstood by journalists and public relations and marketing professionals–apparently the typical business bloggers’ goal is to promote a single point of view. This single point of view is very different than the typical journalist’s goal of providing a “balanced perspective” in their articles.
David Meerman Scott’s book “The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly” will be published by John Wiley & Sons, Inc. in June 2007.
Robert Scoble, Vice President Media Development at PodTech.net, co-author of Naked Conversations, wrote the forward. Robert Scoble is one of the world’s most popular bloggers–his blog is located at Scobleizer.com. The “new rules of marketing and PR” book is available for pre-order at Amazon.com, BarnesAndNoble.com and wherever business books are sold. ISBN: 0-470-11345-6.
The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely.
The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising theyâ€™ll likely ignore, you can focus on getting the right message to the right people at the right time.
When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice–and you’d be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.
“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, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style.”- Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books
“The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization.”- Mark Levy, Co-author of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm.
“The history of marketing communications – about 60 years or so – has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force.”- Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact.