“The New Rules of PR and Marketing”

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Nu har jag äntligen läst den updaterade versionen av “The New Rules of PR & Marketing” av David Meerman Scott som släpptes i början av juni i år. Anledningen till att jag skriver “uppdaterade versionen” var att David redan i januari förra året släppte en e-book som hette “The New Rules of PR”. Boken blev en veritabel succé och laddades ner över 200.000 gånger. Jag var en av dem. Och en av dem som också inspirerades av hans vassa penna.

För mig som jobbar med PR 2.0 så överraskas jag inte direkt av några nyheter. Men får återigen det bekräftat hur den traditionella PR-kommunikationen måste förändras för att nå sin fulla potential.

Låt mig få referera till några utvalda delar ur boken för att ni ska förstå vad jag menar:

The Old Rules of PR:

– the only way to get ink was through the media

– Companies communicated to journalists via press releases

– Nobody saw the actual press release except a handful of reporters and editors

– Companies had to have significant news before they were allowed to write a press release

– The only way buyers would learn about the press releases content was if the media wrote a story about it

– The only way to measure the effectiveness of press releases was through “clip books”, which noted each time the media deigned to pick up a company’s release

– PR and marketing were spearate disciplines run by different people with separate goals, strategies and measurement techniques

None of thei is true anymore. The web has transformed the rules, and you must transform your PR strategies to make the most of the web-enabled marketplace of ideas.

The New Rules of Marketing and PR:

– Marketing is more than just advertising

– PR is far more than just a mainstream media audience

– You are what you publish

– People want authenticity, not spin

– Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it

– Marketers must shift their thingking from mainstream marketing to masses to a stratey of reaching a vas number of underserved audiences via the web

– PR is not about you boss seeing your company on TV. It’s about your buyers seeing your company on the web

– Marketing is not about your agency winning awards. It’s about your organization winning business

– The Internet has made public relations public again, after years of almost exclusive focus on media

– Companies must drive people into the purchasing process with great online content

– Blogs, podcasts, e-books, news releases, and other forms of online content let organsizations communicate directly with buyers in a form they appreciate

– On the web, the lines between marketing and PR have blurred

För mer information om David och hans alster, besök hans blogg

2 Responses

  1. […] David Sheerman Scott vars bok jag skrev om i ett tidigare inlägg. På hans blogg ger han oss nu några matnyttiga tips på hur (enkelt) vi kan och bör gå […]

  2. […] I slutet av förra året släppte Geoff Livingston, känd med bloggen “The Buzz Bin“, boken “Now is Gone“. Boken som han delvis skrev tillsammans med Brian Solis, känd med sin blogg “PR 2.0“, handlar om just PR 2.0. Och är det bästa jag läst sen David Meerman Scotts bok “The New Rules of Marketing & PR“. […]

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