Are the New Rules of Marketing and PR Here to Stay?
So, perhaps we’re on to something with this social media thing, huh?
Eric Eggertson of Common Sense PR wrote an interesting post this past Saturday, offering indications that new media public relations tools, such as blogs, online video, and social media news sites, have finally gained real credibility with mainstream critics and moved away from “fad” status. Eric points to several possible catalysts from the last year or so—including the monumental Google acquisition of You Tube for $1.6 billion—that made it crystal clear to even the most hard-nosed of skeptics that big changes are happening (once again) thanks to the Internet.
Message mapping, powerful PR writing, crisis management, telling stories, building trust, creating long-term relationships—these will always be core communications skills, and we have to know them. But the context in which we use these skills is being dramatically turned upside down.
I couldn’t agree more. Savvy writing and strong relationships will always be the foundation of successful marketing, publicity and public relations campaigns, but there’s no denying the power of the new tools we all have the ability to use.
It’s no wonder that David Meerman Scott’s latest book, The New Rules of Marketing and PR, is doing so well. Corporate America can no longer ignore the new rules that the rest of us have been busy following (and sometimes helping create), and David’s book is an excellent guide through new media territory.
What I find most interesting about David’s book, however, is the value it provides the small business person and entrepreneur of any stripe. Here are two things that stood out for me:
The book’s emphasis on using press releases, blogs, podcasting, etc. to reach buyers directly. This is a topic near and dear to my heart, as it should be to anyone selling anything.
The third section of the book is literally a step-by-step marketing and publicity action plan that I believe would be hugely beneficial to anyone marketing online. This is a specific, actionable outline the likes of which you won’t usually find in a regular hardcover book selling at Amazon.
I think it can be fairly easy to feel a bit smug by being “ahead of the curve” on social media. But I also think that you’ll see your results improve when you take an integrated approach to your online marketing, and incorporate traditional marketing and publicity tactics that will never go out of style.