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E1FFIRS 12/04/2009 Page10 E1FFIRS 12/04/2009 Page1 Praise for The New Rules of Marketing and PR ‘‘This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.’’ —PublishersWeekly(starredreview) ‘‘Most professional marketers—and the groups in which they work —are on the edge of becoming obsolete, so they’d better learn how marketingisreallygoingtoworkinthefuture.’’ —BNET,‘‘TheBest&WorstBusinessBooks’’ ‘‘The New Rules of Marketing and PR has inspired me to do what I have coached so many young artists to do, ‘Find your authentic voice, become vulnerable, and then put yourself out there.’ David Meerman Scott expertly and clearly lays out how to use many great new tools to help accomplish this. Since reading this book, I have beenexcitedabouttrulyconnectingwithpeoplewithoutthefilterof all the ‘old PR’ hype. It has been really energizing for me to speak aboutthingsthatIreallycareabout,usingmyrealvoice.’’ —MeredithBrooks,Multi-PlatinumRecordingArtist, WriterandProducer,andFounderofrecordlabel KissingBoothMusic ‘‘I’vereliedonTheNewRulesofMarketing&PRasacoretextformy New Media and Public Relations course at Boston University for the past sixsemesters. David’sbookis abold,crystalclear,andpractical guidetowardanew(andbetter)futurefortheprofession.’’ —StephenQuigley,BostonUniversity ‘‘What a wake-up call! By embracing the strategies in this book, you willtotallytransformyourbusiness.DavidMeermanScottshowsyou amultitudeofwaystopropel yourcompanytoathoughtleadership positioninyourmarketanddrivesales—allwithoutahugebudget.I amahugefanandpractitionerofhisadvice.’’ —JillKonrath,AuthorofSellingtoBigCompanies, ChiefSalesOfficer,SellingtoBigCompanies.com E1FFIRS 12/04/2009 Page2 ‘‘The Internet is not so much about technology as it is about people. DavidMeermanScott, inhisremarkableTheNewRulesofMarketing andPR,goesfarbeyondtechnologyandexplorestheramificationsof the Web as it pertains to people. He sets down a body of rules that show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engagingstyle.’’ —JayConradLevinson,FatherofGuerrillaMarketing andAuthor,GuerrillaMarketingseriesofbooks ‘‘TheNewRulesofMarketingandPRteachesreadershowtolauncha thought leadership campaign by using the far-reaching, long-lasting toolsofsocialmedia.Itisaninvaluableguideforanyonewhowants tomakeanameforthemselves,theirideas,andtheirorganization.’’ —MarkLevy,Co-Author,HowtoPersuadePeopleWhoDon’t WanttoBePersuaded,andFounderofLevyInnovation:A MarketingStrategyFirm ‘‘RevolutionmaybeanoverusedwordindescribingwhattheInternet has wrought, but revolution is exactly what David Meerman Scott embracesandpropelsforwardinthisbook.Heexposesthefutilityof the old media rules and opens to all of us an insiders’ game, previ- ouslyplayedbyafewwell-connectedspecialists.Withthisrulebook to the online revolution, you can learn how to win minds and mar- kets,playingbythenewrulesofnewmedia.’’ —DonDunnington,President,InternationalAssociation ofOnlineCommunicators(IAOC);Directorof BusinessCommunications,K-TronInternational;and GraduateInstructorinOnlineCommunication, RowanUniversity,Glassboro,NewJersey E1FFIRS 12/04/2009 Page3 ‘‘The history of marketing communications—about 60 years or so—has been about pushing messages to convince prospects to takesomeactionweneed.Nowmarketingcommunications,largely because of the overwhelming power and influence of the Web and otherelectroniccommunications,isaboutengaginginconversation with prospects and leading/persuading them to take action. David Meerman Scott shows how marketing is now about participation andconnection,andnolongeraboutstrong-armforce.’’ —RoyYoung,ChiefRevenueOfficer,MarketingProfs.com, andCo-Author,MarketingChampions:PracticalStrategiesfor ImprovingMarketing’sPower,Influence,andBusinessImpact ‘‘As someone who has come up through the marketing ranks to run several companies, I’ve come to realize that the rules I lived by to managethemarketingmixhavebecomeobsolete.WhatDavidMeer- man Scott shows that is so fascinating is that the new rules areactu- ally better than the old rules because they cut through all the communications clutter and myths about big-budget advertising. This book is a must-read for anyexecutive looking to gaina cost-ef- fective edge in marketing operations and to reach buyers directly in waysthey’llappreciate.’’ —PhilMyers,President,PragmaticMarketing ‘‘David Meerman Scott not only offers good descriptions of digital tools available for public relations professionals, but also explains strategy, especially the importance of thinking about PR from the public’s perspectives, and provides lots of helpful examples. My stu- dentslovedthisbook.’’ —KarenMillerRussell,AssociateProfessor, GradyCollegeofJournalismandMassCommunication, UniversityofGeorgia E1FFIRS 12/04/2009 Page4 ‘‘This is a must-read book if you don’t want to waste time and re- sources on the old methods of Internet marketing and PR. David Meerman Scott reviews the old rules for old times’sake while bridg- ing intothenew rulesfor Internet marketingandPRfor yourcause. He doesn’t leave us with only theories, but offers practical and re- sults-orientedhow-tos.’’ —RonPeck,ExecutiveDirector, NeurologicalDiseaseFoundation ‘‘TheNewRulesofMarketingandPRisallaboutbreakingtherulesand creatingnewrolesintraditionalfunctionalareas.Usingmaverick,non- traditionalapproachestoaccessandengagingamultiplicityofaudien- ces,communities,andthoughtleadersonline,PRpeoplearerealizing newvalue,influence,andoutcomes.We’renowinacontent-rich,Inter- net-driven world, and David Meerman Scott has written a valuable treatiseonhowmarketing-mindedPRprofessionalscanleveragenew mediachannelsandforumstotaketheirstoriestomarket.Nolonger arePRpractitionerslimitedinwhereandhowtheydirecttheirknowl- edge,penmanship,andperceptionmanagementskills.TheInternethas multipliedandsegmentedawealthofnewavenuesfordirectlyreach- ingandactivating keyconstituenciesandstakeholders.A good book wellworththereadbyallmarketingmavensandagingPRflacks.’’ —DonovanNeale-May,ExecutiveDirector,CMOCouncil ‘‘The New Rules of Marketing and PR provides a concise action plan for success. Rather than focusing on a single solution, Scott shows howtousemultipleonlinetools,alldirectedtowardincreasingyour firm’svisibilityandword-of-mouthawareness.’’ —RogerC.Parker,Author,TheStreetwiseGuideto RelationshipMarketingontheInternetandDesigntoSell E1FFIRS 12/04/2009 Page5 ‘‘Once again we are at a critical inflection point on our society’s evo- lutionary path, with individuals wrestling away power and control frominstitutionsandtraditionalgatekeeperswhocontroltheflowof knowledge and maintain the silo walls. As communications professionals, there is 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’sbook,TheNewRulesofMarketingandPR,isaninsightfullook athowthegameischangingasweplayitandsomeofthekeytactics youneedtosucceedintheknowledgeeconomy.’’ —ChrisHeuer,Co-Founder,SocialMediaClub E1FFIRS 12/04/2009 Page6 Also by David Meerman Scott WorldWideRave:CreatingTriggersthatGetMillionsofPeople toSpreadYourIdeasandShareYourStories TunedIn:UncovertheExtraordinaryOpportunitiesthatLeadto BusinessBreakthroughs(withCraigStullandPhilMyers) CashinginwithContent:HowInnovativeMarketersUseDigital InformationtoTurnBrowsersintoBuyers EyeballWars:ANovelofDot-ComIntrigue E1FFIRS 12/04/2009 Page7 The New Rules of Marketing and PR How to Use Social Media, Blogs, News Releases, Online Video, & Viral Marketing to Reach Buyers Directly SecondEdition David Meerman Scott JohnWiley&Sons,Inc. E1FFIRS 12/04/2009 Page8 Copyright#2010byDavidMeermanScott.Allrightsreserved. PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey. PublishedsimultaneouslyinCanada. 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