The New Rules of Marketing & PR (3rd edition)

Citation

Hazlett, K. (2012), "The New Rules of Marketing & PR (3rd edition)", Journal of Consumer Marketing, Vol. 29 No. 7, pp. 557-558. https://doi.org/10.1108/07363761211275072

Social media guru David Meerman Scott's revised The New Rules of Marketing & PR, released a short four years after the revised second edition exploded to the top of the best‐seller list, is indicative of the warp‐speed at which Internet‐driven marketing and communication is evolving. This extensively revised and updated third edition of The New Rules includes new chapters on mobile marketing as well as real‐time communication.

Anyone whose responsibilities include […] or work in tandem with […] the organizational communication function will benefit from Scott's real‐life, real‐time explanations, examples, and advice. In addition, CEOs and other C‐suite executives would be wise to read The New Rules in order to more fully understand and appreciate the dynamics of twenty‐first century interactions between organizations and their varied stakeholders.

This book is divided into three sections, proceeding from the “history” (“How the Web Has Changes the Rules of Marketing and PR”) through the “how‐to” (“Web‐Based Communications to Reach Buyers Directly”) to the “here's how” (“Action Plan for Harnessing the Power of the New Rules”). Each section provides an in‐depth analysis that enables the reader to more fully understand the context in which social media marketing and communication exists. “Telling your organization's story directly (via the web) is new, because, until now, you've never been able to reach a potential audience in the millions without buying expensive advertising or getting media coverage […] I am firmly convinced that we're now in an environment governed by new rules, and this book is your guide to that (online) world” (p. xxix).

With this as an introduction, Scott proceeds to make his case for why traditional forms of marketing and public relations no longer work. In both areas, his main message is that the old, one‐way modes of communication are ineffective. Today's consumers, says the author, “are looking for just the right product or service to satisfy their unique desires at the precise moment they are online. People are looking for what you have to offer right now” (p. 18).

This concept offers the organization the opportunity, with effective social media communication, to “talk” to the consumer directly, “bypassing the media filter completely. We have the power to create our own media brand in the niche of our own choosing” (p. 22).

“Reaching Your Buyers Directly” describes in detail how your organization can do just that […] engage in a two‐way conversation about your products or services and their potential benefits for anyone interested. “The web allows any organization – including nonprofits, as well as companies large and small, candidates for public office, government agencies, schools, artists, and even job seekers – to reach buyers directly […] but many executives and entrepreneurs still struggle to find the right mix of traditional advertising and direct communication with buyers” (p. 26).

The platforms on which conversations can be held are numerous, says the author. “The tools at our disposal as marketers are web‐based media to deliver our thoughtful and informative content via websites, blogs, e‐books, white papers, images, photos, audio content, video, and even things like product placement, games, and virtual reality” (p. 27).

One commonality shared by all web‐savvy organizations or individuals is that those who truly “understand the new rules of marketing and PR have a clearly defined business goal – to sell products, to generate contributions, or to get people to vote or join” (p. 33).

This leads to a discussion of “Social Media and Your Targeted Audience.” It is crucial, says Scott, that organizations understand that social media communications is an active and ongoing process. “It is critical to respond quickly to situations as they unfold on the web. Reacting quickly and honestly in the same forums where the discussions are taking place is essential” (p. 47).

With this initial overview of the role of social media, the author next devotes several chapters to specific online tactics, including blogs, audio and video communication, news releases, and website development and optimization. Regarding blogs, Scott warns that the “bad news is that [the return on investment (ROI) of blogging] is difficult to quantify with any degree of certainty” (p. 58). However, “one of the currencies of social media is that, when you participate, people find out who you are” (p. 66).

A major benefit (also a significant hazard) of online communication is the possibility of an organization's message taking a life of its own, and “Going Viral: The Web Helps Audiences Catch the Fever,” addresses the phenomenon. “For marketers, one of the coolest things about the web is that, when an idea takes off, it can propel a brand or company to fame and fortune for free” (p. 95). But this quick‐spreading “fame” demands constant vigilance. “You need to be monitoring the web for your organization and brand names so you are alerted quickly regarding what people are talking about” (p. 96).

Next, the author turns to development of the PR and marketing plan, with the caution that, in online communication, focus on the target audience is crucial. “The most important thing to remember […] is to put your products and services to the side for just a while and focus your complete attention on the buyer of your products […]” (p. 137). This requires a keen understanding of just who is […] or could be […] interested in what you have to offer, and, to accomplish this, the author recommends development of a “buyer persona […] essentially a representative of a type of buyer that you have identified as having a specific interest in your organization or product or having a market problem that your product or service solves” (p. 140).

With these guidelines in place, Scott addresses the public relations aspects of online communications, in particular, generating media awareness and mention. “Your buyers (and the media that cover your company) want to know what specific problems your product solves, and they want proof that it works in plain language” (p. 179).

What this means, for you as the marketing or PR person, is that content […] what you say about your company or your product or service […] is critical. “Content is not limited to words: smart marketers make use of nontext content – including photos, audio feeds, video clips, cartoons, charts, and graphs – to inform and entertain site visitors” (p. 193).

Social networking has rapidly taken the lead in online, direct‐to‐consumer communication, and more than with other, more traditional forms of marketing communication, the way in which you present your information is vitally important. “Marketing on social networking sites can be tricky because their online communities disdain over‐commercial messages” (p. 219).

Subsequent chapters address various online marketing tactics, including blogs (“The readers of blogs view the information shared by smart bloggers as one of the few forms of real, authentic communication” (p. 237)) and video and podcasting (“Audio and video content on the web is still new for marketers and communicators. But the potential to deliver information to buyers in fresh and unique ways is greater when you use a new medium” (p. 261)).

And to close the communication “loop,” the author discusses online news releases and media rooms as a means of reaching buyers […] and target media […] directly. “In most markets, mainstream media and the trade press remain vital. But your primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers” (p. 263).

The New Rules of Marketing and PR should sit on every communicator's bookshelf within handy reach while developing his or her organization's digital presence. With a cover‐to‐cover reading of this excellent text, the communicator should be prepared to take advantage of the vast array of opportunities available for presenting the corporate message and displaying the corporate brand.

And, as the author notes reassuringly, “It really is less stressful to create an online program. If you create a web page that doesn't work for you, you can just delete it. You can't do that with a print or direct‐mail campaign” (p. 310).