David Scott - The New Rules of Marketing and PR

—Roger C. Parker, Author of The Streetwise Guide to Relationship Marketing on the Internet and Design to Sell

“Once again we are at a critical inflection point on our society's evolutionary path, with individuals wresting away power and control from institutions and traditional gatekeepers who control the flow of knowledge and maintain the silo walls. As communications professionals, we have little time to figure out what has changed, why it changed, and what we should be doing about it. If you don't start doing things differently and start right now, you may as well start looking for your next career path. In a world where disruption is commonplace and new ways of communicating and collaborating are invented every day, what does it take for a hardworking, ethical communications professional to be successful? David Meerman Scott's book, The New Rules of Marketing & PR , is an insightful look at how the game is changing as we play it and some of the key tactics you need to succeed in the knowledge economy.”

—Chris Heuer, Co-Founder, Social Media Club

Fanocracy: Turning Fans into Customers and Customers into Fans (with Reiko Scott)

The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business

Marketing the Moon: The Selling of the Apollo Lunar Program (with Richard Jurek)

Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now

Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (with Brian Halligan)

Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage

World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories

Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs (with Craig Stull and Phil Myers)

Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers

Eyeball Wars: A Novel of Dot-Com Intrigue

Cover design: Wiley

Cover Image: © Barsoom Design

Copyright © 2020 by David Meerman Scott. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Names: Scott, David Meerman, author.

Title: The new rules of marketing & PR : how to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly / David Meerman Scott.

Description: Seventh edition. | Hoboken, New Jersey : John Wiley & Sons, [2020] | Includes index.

Identifiers: LCCN 2019053589 (print) | LCCN 2019053590 (ebook) | ISBN 9781119651543 (paperback) | ISBN 9781119651611 (adobe pdf) | ISBN 9781119651604 (epub)

Subjects: LCSH: Internet marketing. | Internet in public relations.

Classification: LCC HF5415.1265 .S393 2020 (print) | LCC HF5415.1265 (ebook) | DDC 658.8/72—dc23

LC record available at https://lccn.loc.gov/2019053589

LC ebook record available at https://lccn.loc.gov/2019053590

For the Scott women

my mother, Carolyn J. Scott; my wife, Yukari Watanabe Scott; and my daughter, Allison C.R. Scott

1 Cover

2 Praise for The New Rules of Marketing & PR

3 Also by David Meerman Scott

4 Introduction The New Rules Life with the New Rules What’s New Writing Like on a Blog, but in a Book Showcasing Success Notes

5 I How the Web Has Changed the Rules of Marketing and PR 1 The Old Rules of Marketing and PR Are Ineffective in an Online World Advertising: A Money Pit of Wasted Resources One-Way Interruption Marketing Is Yesterday’s Message The Old Rules of Marketing Public Relations Used to Be Exclusively about the Media Public Relations and Third-Party Ink Yes, the Media Are Still Important Press Releases and the Journalistic Black Hole The Old Rules of PR Learn to Ignore the Old Rules Notes 2 The New Rules of Marketing and PR The Most Important Communications Revolution in Human History Open for Business The Long Tail of Marketing Tell Me Something I Don’t Know, Please Bricks-and-Mortar News The Long Tail of PR The New Rules of Marketing and PR The Convergence of Marketing and PR on the Web Notes 3 Reaching Your Buyers Directly The Right Marketing in a Wired World Let the World Know about Your Expertise Develop Information Your Buyers Want to Consume Big Birge Plumbing Company Grows Business in a Competitive Market Buyer Personas: The Basics Think Like a Publisher Staying Connected with Members and the Community Know the Goals and Let Content Drive Action Real-Time Business at American Airlines Reaches Buyers Directly Notes

6 II Web-Based Communications to Reach Buyers Directly 4 Social Media and Your Targeted Audience What Is Social Media, Anyway? Social Media Is a Cocktail Party “Upgrade to Canada” Social Program Nabs Tourists from Other Countries Social Networking and Agility When Social Networking Doesn’t Work: The Cannabis Business in America The New Rules of Job Search How to Find a New Job via Social Media Social Networking Drives Adagio Teas’ Success Notes 5 Blogs: Tapping Millions of Evangelists to Tell Your Story Why You Still Need a Blog in the Age of Social Networking Blogs, Blogging, and Bloggers A Blog (or Not a Blog) California Lawyer Blogs to Build Authority and Drive More Business Understanding Blogs in the World of the Web The Four Uses of Blogs for Marketing and PR Monitor Blogs—Your Organization’s Reputation Depends on It Comment on Blogs to Get Your Viewpoint Out There Bloggers Love Interesting Experiences How to Reach Bloggers around the World Do You Allow Employees to Send Email? How about Letting Them Blog? Not Another Junky Blog Get Started Today Notes 6 Audio and Video Drive Action Improv with the CIO What University Should I Attend? Building a Business One YouTube Video at a Time Have Fun with Your Videos Audio Content Delivery through Podcasting Hack the Entrepreneur Podcast Delivers New Clients for Host’s Consulting Business Grammar Girl Podcast Notes 7 The Content-Rich Website Political Advocacy on the Web Content: The Focus of Successful Websites Reaching a Global Marketplace Make Your Site Mobile Friendly Putting It All Together with Content Great Websites: More Art Than Science Notes 8 Marketing and PR in Real Time Real-Time Marketing and PR John Green Thumps Tom Cruise Develop Your Real-Time Mind-Set Real-Time Blog Post Drives $1 Million in New Business The Time Is Now Snapchat for Business Crowdsourced Support Notes 9 Artificial Intelligence and Machine Learning for Marketing and PR AI-Powered Marketing and PR Your Marketing May Already Be AI-Powered Find Ways for AI to Benefit Customers Creating an AI Project Making AI a Part of Your Marketing Remaining Human in a World of AI Notes