By David Meerman Scott
Whereas most people understand many of the issues popular writer and blogger David Meerman Scott writes, nobody will understand every little thing. i have been within the public relatives career for greater than two decades and located his sage recommendation, examples and guidance highly precious. David is aware the way to deliver every thing jointly to aid make you, your consumers and corporate profitable. it is an easy-to-read and engaging publication that you will need to spotlight and reference. i like to recommend this e-book and David's weblog whilst I communicate to groups.The New ideas of selling and PR: easy methods to Use Social Media, Blogs, information Releases, on-line Video, and Viral advertising and marketing to arrive dealers without delay, second variation
Read Online or Download The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly PDF
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Additional resources for The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
PR people occupied their time by writing press releases targeted exclusively to reporters and editors and by schmoozing with those same reporters and editors. And then they crossed their fingers and hoped (“Oh, please write about me . ”) that the media would give them some ink or some airtime. The end result of their efforts—the ultimate goal of PR in the old days—was the “clip” that proved they had done their job. Only the best PR people had personal relationships with the media and could pick up the phone and pitch a story to the reporter for whom they had bought lunch the month before.
Most organizations optimize sites for searching, which helps people answer their questions but doesn’t encourage them to browse. But, people also want a site to tell them something they didn’t think to ask. The marketers at Amazon understand that when people browse the site, they may have a general idea of what they want (in my case, perhaps a book for my daughter about surfing), but not the particular title. So if I start with a search on Amazon for the phrase “surfing for beginners,” I get 99 titles in the search results.
With blogs, we communicate directly with our audience, bypassing the media filter completely. We have the power to create our own media brand in the niche of our own choosing. It’s about being found on Google and Yahoo! and vertical sites and RSS feeds. Instead of writing press releases only when we have “big news”—releases that reach only a handful of journalists—we should be writing news releases that highlight our expert ideas and stories, and we should be distributing them so that our buyers can find them on the news search engines and vertical content sites.