{"product_id":"the-new-rules-of-marketing-pr","title":"The New Rules of Marketing \u0026 PR","description":"\u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe New Rules 4\u003c\/p\u003e \u003cp\u003eLife with the New Rules 6\u003c\/p\u003e \u003cp\u003eWhat’s New 8\u003c\/p\u003e \u003cp\u003eWriting Like on a Blog, but in a Book 10\u003c\/p\u003e \u003cp\u003eShowcasing Success 11\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI How the Web Has Changed the Rules of Marketing and PR 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Old Rules of Marketing and PR Are Ineffective in an Online World 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdvertising: A Money Pit of Wasted Resources 18\u003c\/p\u003e \u003cp\u003eOne-Way Interruption Marketing Is Yesterday’s Message 19\u003c\/p\u003e \u003cp\u003eThe Old Rules of Marketing 20\u003c\/p\u003e \u003cp\u003ePR Used to Be Exclusively About the Media 21\u003c\/p\u003e \u003cp\u003ePR and Third-Party Ink 22\u003c\/p\u003e \u003cp\u003eYes, the Media Are Still Important 23\u003c\/p\u003e \u003cp\u003ePress Releases and the Journalistic Black Hole 23\u003c\/p\u003e \u003cp\u003eThe Old Rules of PR 24\u003c\/p\u003e \u003cp\u003eLearn to Ignore the Old Rules 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The New Rules of Marketing and PR 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Most Important Communications Revolution in Human History 28\u003c\/p\u003e \u003cp\u003eOpen for Business 29\u003c\/p\u003e \u003cp\u003eThe End of Mass Marketing 31\u003c\/p\u003e \u003cp\u003eTell Me Something I Don’t Know, Please 33\u003c\/p\u003e \u003cp\u003eKOREAZ Social Media Channels Deliver Digital Public Diplomacy as Entertainment 34\u003c\/p\u003e \u003cp\u003eThe End of Mass PR 36\u003c\/p\u003e \u003cp\u003eThe New Rules of Marketing and PR 37\u003c\/p\u003e \u003cp\u003eThe Convergence of Marketing and PR on the Web 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Reaching Your Buyers Directly 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Right Marketing in a Wired World 42\u003c\/p\u003e \u003cp\u003eLet the World Know About Your Expertise 43\u003c\/p\u003e \u003cp\u003eDevelop Information Your Buyers Want to Consume 45\u003c\/p\u003e \u003cp\u003eBig Birge Plumbing Company Grows Business in a Competitive Market 46\u003c\/p\u003e \u003cp\u003eBuyer Personas: The Basics 47\u003c\/p\u003e \u003cp\u003eThink Like a Publisher 51\u003c\/p\u003e \u003cp\u003eKnow the Goals and Let Content Drive Action 52\u003c\/p\u003e \u003cp\u003eReal-Time Business at American Airlines Reaches Buyers Directly 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Web-based Communications to Reach Buyers Directly 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Social Media and Your Targeted Audience 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Social Media, Anyway? 62\u003c\/p\u003e \u003cp\u003eSocial Media Is a Cocktail Party 63\u003c\/p\u003e \u003cp\u003e“Upgrade to Canada” Social Program Nabs Tourists from Other Countries 64\u003c\/p\u003e \u003cp\u003eSocial Networking and Agility 65\u003c\/p\u003e \u003cp\u003eDo You Allow Employees to Send Email? How About Letting Them Use Social Media? 67\u003c\/p\u003e \u003cp\u003eThe New Rules of Job Search 68\u003c\/p\u003e \u003cp\u003eBrewing Authenticity: How Kolkata Chai Co. Uses Instagram to Reach Interested Buyers 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The Content-Rich Website 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePolitical Advocacy on the Web 76\u003c\/p\u003e \u003cp\u003eContent: The Focus of Successful Websites 78\u003c\/p\u003e \u003cp\u003eReaching a Global Marketplace 78\u003c\/p\u003e \u003cp\u003eMake Your Site Mobile Friendly 79\u003c\/p\u003e \u003cp\u003eBlogging to Share Your Passion 81\u003c\/p\u003e \u003cp\u003eA Blog (or Not a Blog) 82\u003c\/p\u003e \u003cp\u003eNot Another Junky Blog 84\u003c\/p\u003e \u003cp\u003eWhy You Need a Blog in the Age of Social Networking 86\u003c\/p\u003e \u003cp\u003eAudio and Video Drive Action 87\u003c\/p\u003e \u003cp\u003eHow to Poop in the Woods 88\u003c\/p\u003e \u003cp\u003ePutting It All Together with Content 89\u003c\/p\u003e \u003cp\u003eGreat Websites: More Art Than Science 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Marketing and PR in Real Time 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReal-Time Marketing and PR 96\u003c\/p\u003e \u003cp\u003eReal-Time Customer Communications from Cubby Oil \u0026amp; Energy 98\u003c\/p\u003e \u003cp\u003eDevelop Your Real-Time Mind-Set 100\u003c\/p\u003e \u003cp\u003eReal-Time Blog Post Drives $1 Million in New Business 103\u003c\/p\u003e \u003cp\u003eThe Time Is Now 105\u003c\/p\u003e \u003cp\u003eReal-Time Video for Business 110\u003c\/p\u003e \u003cp\u003eCrowdsourced Support 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Artificial Intelligence for Marketing and PR 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAI-Powered Marketing and PR 120\u003c\/p\u003e \u003cp\u003eYour Marketing May Already Be AI-Powered 123\u003c\/p\u003e \u003cp\u003eFind Ways for AI to Benefit Customers 125\u003c\/p\u003e \u003cp\u003eCreating an AI Project 127\u003c\/p\u003e \u003cp\u003eMaking AI a Part of Your Marketing 129\u003c\/p\u003e \u003cp\u003eUnlocking the Potential of AI for Use with Your Own Content 131\u003c\/p\u003e \u003cp\u003eRemaining Human in a World of AI 134\u003c\/p\u003e \u003cp\u003eClams, Wagoneers, and Harings: Creativity Is Even More Important in an AI World 135\u003c\/p\u003e \u003cp\u003eAI Companies and Content Creators Fight, or They Learn to Work Together 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII Action Plan for Harnessing the Power of the New Rules 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 You Are What You Publish: Building Your Marketing and PR Plan 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Are Your Organization’s Goals? 144\u003c\/p\u003e \u003cp\u003eBuyer Personas and Your Organization 146\u003c\/p\u003e \u003cp\u003eThe Buyer Persona Profile 147\u003c\/p\u003e \u003cp\u003eDoritos Silent “Crunch Cancelling” Plug-In for Gamers 150\u003c\/p\u003e \u003cp\u003eHow Beko Develops Products Global Consumers Are Eager to Buy 151\u003c\/p\u003e \u003cp\u003eModern-Day Hippies! Meet Stoned Immaculate’s Unique Buyer Persona 152\u003c\/p\u003e \u003cp\u003eThe Importance of Buyer Personas in Web Marketing 154\u003c\/p\u003e \u003cp\u003eIn Your Buyers’ Own Words 155\u003c\/p\u003e \u003cp\u003eWhat Do You Want Your Buyers to Believe? 157\u003c\/p\u003e \u003cp\u003eDeveloping Content to Reach Buyers 159\u003c\/p\u003e \u003cp\u003eMarketing Strategy Planning Template 162\u003c\/p\u003e \u003cp\u003eThe New Rules of Measurement 166\u003c\/p\u003e \u003cp\u003eAsking Your Buyer for a Date 167\u003c\/p\u003e \u003cp\u003eMeasuring the Power of Free 168\u003c\/p\u003e \u003cp\u003eWhat You Should Measure 168\u003c\/p\u003e \u003cp\u003eStop Thinking of Content Creation as a Marketing Expense 170\u003c\/p\u003e \u003cp\u003eStick to Your Plan 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Growing Your Business: How Marketing and PR Drive Sales 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIt’s Time for a Sales Transformation 173\u003c\/p\u003e \u003cp\u003eHow Web Content Influences the Buying Process 175\u003c\/p\u003e \u003cp\u003eTips for Creating a Buyer-Centric Website 177\u003c\/p\u003e \u003cp\u003eStep 1: Sales Begin with Informational Content 181\u003c\/p\u003e \u003cp\u003eStep 2: A Friendly Nudge 182\u003c\/p\u003e \u003cp\u003eStep 3: Closing the Deal 183\u003c\/p\u003e \u003cp\u003eTriathlon Coach Delivers Content for All Ability Levels 184\u003c\/p\u003e \u003cp\u003eWhy Salespeople’s LinkedIn Profiles Don’t Sell 185\u003c\/p\u003e \u003cp\u003eSalespeople as Content Curators 187\u003c\/p\u003e \u003cp\u003eYour Company’s Salesperson-in-Chief 189\u003c\/p\u003e \u003cp\u003eEducating Your Salespeople About the New Buying Process 190\u003c\/p\u003e \u003cp\u003eRegistration or Not? Data from an E-book Offer 191\u003c\/p\u003e \u003cp\u003eClose the Sale—Continue the Conversation 193\u003c\/p\u003e \u003cp\u003eMeasure and Improve 194\u003c\/p\u003e \u003cp\u003eHow a Content Strategy Grew Business by 50 Percent in One Year 194\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Strategies for Creating Awesome Content 199\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWays to Get Your Information Out There 200\u003c\/p\u003e \u003cp\u003eHow to Create Thoughtful Content 206\u003c\/p\u003e \u003cp\u003eUsing AI to Make Content Creation Easier 207\u003c\/p\u003e \u003cp\u003eHow RTX Uses Journalists to Create Interesting Content 208\u003c\/p\u003e \u003cp\u003eYour Web Content Must Be Accessible 211\u003c\/p\u003e \u003cp\u003eContent Creation in Highly Regulated Industries 212\u003c\/p\u003e \u003cp\u003eContent Ethics and Employee Guidelines 215\u003c\/p\u003e \u003cp\u003eThought Leaders from Outside Your Organization 217\u003c\/p\u003e \u003cp\u003eWho Wrote That Awesome White Paper? 217\u003c\/p\u003e \u003cp\u003eHow Much Money Does Your Buyer Make? 218\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 How to Write for Your Buyers 221\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAn Analysis of Gobbledygook 222\u003c\/p\u003e \u003cp\u003ePoor Writing: How Did We Get Here? 223\u003c\/p\u003e \u003cp\u003eBranding Gone Amok™ 225\u003c\/p\u003e \u003cp\u003eEffective Writing for Marketing and PR 225\u003c\/p\u003e \u003cp\u003eThe Power of Writing Feedback (from Your Blog) 226\u003c\/p\u003e \u003cp\u003eInjecting Humor into Product Descriptions 228\u003c\/p\u003e \u003cp\u003eBrand Journalism at Boeing 229\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Social Networking as Marketing 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Use Facebook to Market Your Product or Service 232\u003c\/p\u003e \u003cp\u003eIncrease Engagements with Facebook Groups 235\u003c\/p\u003e \u003cp\u003eCheck Out My LinkedIn Profile 238\u003c\/p\u003e \u003cp\u003eTweet Your Thoughts to the World 241\u003c\/p\u003e \u003cp\u003eSocial Networking and Personal Branding 242\u003c\/p\u003e \u003cp\u003eWrite Your Biography in First Person 245\u003c\/p\u003e \u003cp\u003eThe Sharing More Than Selling Rule 246\u003c\/p\u003e \u003cp\u003eWhich Social Networking Site Is Right for You? 249\u003c\/p\u003e \u003cp\u003eNextdoor, the Social Network for Local Businesses 251\u003c\/p\u003e \u003cp\u003eYou Can’t Go to Every Party, so Why Even Try? 252\u003c\/p\u003e \u003cp\u003eOptimizing Social Networking Pages 253\u003c\/p\u003e \u003cp\u003eIntegrate Social Media into an Offline Conference or Event 254\u003c\/p\u003e \u003cp\u003eBuild a Passionate Fan Base 255\u003c\/p\u003e \u003cp\u003eSocial Networking and Crisis Communications 257\u003c\/p\u003e \u003cp\u003eWhy Participating in Social Media Is Like Exercise 260\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Blogging to Reach Your Buyers 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Blogs in the World of the Web 265\u003c\/p\u003e \u003cp\u003eThe Four Uses of Blogs for Marketing and PR 267\u003c\/p\u003e \u003cp\u003eMonitor Blogs—Your Organization’s Reputation Depends on It 268\u003c\/p\u003e \u003cp\u003eComment on Blogs to Get Your Viewpoint Out There 269\u003c\/p\u003e \u003cp\u003eBloggers Love Interesting Experiences 270\u003c\/p\u003e \u003cp\u003eWhat Should You Blog About? 271\u003c\/p\u003e \u003cp\u003eBlogging Basics: What You Need to Know to Get Started 272\u003c\/p\u003e \u003cp\u003eBling Out Your Blog 275\u003c\/p\u003e \u003cp\u003eBuilding an Audience for Your New Blog 276\u003c\/p\u003e \u003cp\u003eTag, and Your Buyer Is It 277\u003c\/p\u003e \u003cp\u003eCities That Blog 278\u003c\/p\u003e \u003cp\u003eWhat Are You Waiting For? 280\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 An Image Is Worth a Thousand Words 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePhotographs as Compelling Content Marketing 281\u003c\/p\u003e \u003cp\u003eImages of Real People Work Better Than Inane Stock Photos 283\u003c\/p\u003e \u003cp\u003eHow to Market an Expensive Product with Original Photographs 285\u003c\/p\u003e \u003cp\u003eSharing Beautiful Images on Instagram 286\u003c\/p\u003e \u003cp\u003eMarketing Your Product with Photos on Instagram 288\u003c\/p\u003e \u003cp\u003eSharing with Pinterest 290\u003c\/p\u003e \u003cp\u003eThe Power of SlideShare for Showcasing Your Ideas 292\u003c\/p\u003e \u003cp\u003eInfographics 294\u003c\/p\u003e \u003cp\u003eInfographics as a Marketing Asset 296\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Video and Your Buyers 299\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat University Should I Attend? 299\u003c\/p\u003e \u003cp\u003eBusiness-Casual Video 300\u003c\/p\u003e \u003cp\u003eHave Fun with Your Videos 302\u003c\/p\u003e \u003cp\u003eStop Obsessing Over Video Release Forms 303\u003c\/p\u003e \u003cp\u003eYour Smartphone Is All You Need 304\u003c\/p\u003e \u003cp\u003eVideo Made for Just £100 Grows Fans of a Welsh Hardware Store 305\u003c\/p\u003e \u003cp\u003eFacebook Live Is Great for Real-Time Content Marketing 306\u003c\/p\u003e \u003cp\u003eCreate and Connect Through Live Video 308\u003c\/p\u003e \u003cp\u003eVideo to Showcase Your Expertise 309\u003c\/p\u003e \u003cp\u003eA Lawyer with Seven Million TikTok Followers 311\u003c\/p\u003e \u003cp\u003eCreating a Great Virtual Event 314\u003c\/p\u003e \u003cp\u003eGetting Started with Video 316\u003c\/p\u003e \u003cp\u003eBuilding a Business One YouTube Video at a Time 318\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Audio Content via Podcasting and Social Audio 323\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrammar Girl Podcast 324\u003c\/p\u003e \u003cp\u003ePodcasting 101 326\u003c\/p\u003e \u003cp\u003eClubhouse and Other Social Audio Apps 329\u003c\/p\u003e \u003cp\u003eCreating Elegant Calls to Action in Social Audio and on Podcasts 333\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 How to Use News Releases to Reach Buyers Directly 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNews Releases in a Web World 339\u003c\/p\u003e \u003cp\u003eThe New Rules of News Releases 339\u003c\/p\u003e \u003cp\u003eIf They Find You, They Will Come 340\u003c\/p\u003e \u003cp\u003eDriving Buyers into the Sales Process 342\u003c\/p\u003e \u003cp\u003eDeveloping Your News Release Strategy 343\u003c\/p\u003e \u003cp\u003ePublishing News Releases Through a Distribution Service 344\u003c\/p\u003e \u003cp\u003eReach Even More Interested Buyers with RSS Feeds 345\u003c\/p\u003e \u003cp\u003eSimultaneously Publish Your News Releases to Your Website 346\u003c\/p\u003e \u003cp\u003eThe Importance of Links in Your News Releases 346\u003c\/p\u003e \u003cp\u003eFocus on the Keywords and Phrases Your Buyers Use 347\u003c\/p\u003e \u003cp\u003eIf It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 349\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Your Newsroom: A Front Door for Much More Than the Media 351\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Newsroom as (Free) Search Engine Optimization 352\u003c\/p\u003e \u003cp\u003eReaching Reporters and Editors and Telling Your Story 353\u003c\/p\u003e \u003cp\u003eBest Practices for Newsrooms 354\u003c\/p\u003e \u003cp\u003eOntario University Shines Spotlight on Faculty Researchers 362\u003c\/p\u003e \u003cp\u003eA Newsroom to Reach Journalists, Customers, and Bloggers 365\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 The New Rules for Reaching the Media 367\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“Re:” Nontargeted Pitches, and Other Sleazy Tactics 367\u003c\/p\u003e \u003cp\u003eThe New Rules of Media Relations 369\u003c\/p\u003e \u003cp\u003eMedia Relations Using X 370\u003c\/p\u003e \u003cp\u003eWorking with Brand Advocates 372\u003c\/p\u003e \u003cp\u003eHow Blog and Social Media Mentions Drive Mainstream Media Stories 374\u003c\/p\u003e \u003cp\u003eLaunching Ideas with the U.S. Air Force 376\u003c\/p\u003e \u003cp\u003eLegal Caution Versus PR Clarity: Navigating Media During Crises 378\u003c\/p\u003e \u003cp\u003eHow to Pitch the Media 379\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Newsjacking Your Way into the Media 383\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eJournalists Are Looking for What You Know 385\u003c\/p\u003e \u003cp\u003eGet Your Take on the News into the Marketplace of Ideas 386\u003c\/p\u003e \u003cp\u003eHow to Find News to Jack 388\u003c\/p\u003e \u003cp\u003eX Is Your Newsjacking Tool 394\u003c\/p\u003e \u003cp\u003eBeware: Newsjacking Can Damage Your Brand 395\u003c\/p\u003e \u003cp\u003eNewsjacking for Fun and Profit 396\u003c\/p\u003e \u003cp\u003e\u003cb\u003e21 Search Engine Marketing 399\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking the First Page on Google 401\u003c\/p\u003e \u003cp\u003eSearch Engine Optimization 402\u003c\/p\u003e \u003cp\u003eOwn Your Marketing Assets Instead of Renting Them 403\u003c\/p\u003e \u003cp\u003eAll Search Is Niche 404\u003c\/p\u003e \u003cp\u003eThe Importance of Voice Search 405\u003c\/p\u003e \u003cp\u003eHow to Get Found in LLM AI Chatbot Search 406\u003c\/p\u003e \u003cp\u003eCarve Out Your Own Search Engine Real Estate 409\u003c\/p\u003e \u003cp\u003eUsing the Amazon Search Engine as Marketing 410\u003c\/p\u003e \u003cp\u003eWeb Landing Pages to Drive Action 412\u003c\/p\u003e \u003cp\u003eOptimizing the Past 415\u003c\/p\u003e \u003cp\u003eSearch Engine Marketing in a Fragmented Business 416\u003c\/p\u003e \u003cp\u003e\u003cb\u003e22 Make It Happen 419\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Mind-Set 421\u003c\/p\u003e \u003cp\u003eThe Journey from a Traditional Marketing Executive to a Modern CMO 421\u003c\/p\u003e \u003cp\u003eManage Your Fear 422\u003c\/p\u003e \u003cp\u003eMixing Business with Your Personal Life on Social Networks 423\u003c\/p\u003e \u003cp\u003eGetting the Help You Need (and Rejecting What You Don’t) 425\u003c\/p\u003e \u003cp\u003eBringing It All Together: Brand Journalism at Cleveland Metropolitan School District 430\u003c\/p\u003e \u003cp\u003eGreat for Any Organization 432\u003c\/p\u003e \u003cp\u003eNow It’s Your Turn 435\u003c\/p\u003e \u003cp\u003eAcknowledgments for the Ninth Edition 437\u003c\/p\u003e \u003cp\u003eAbout the Author 439\u003c\/p\u003e \u003cp\u003eIndex 441\u003c\/p\u003e \u003cp\u003eMaster Newsjacking the Online Course 459\u003c\/p\u003e \u003cp\u003eHave David Meerman Scott Speak at Your Next Event! 461\u003c\/p\u003e","brand":"David Meerman Scott","offers":[{"title":"Default Title","offer_id":42849083228221,"sku":"9781394282166","price":44.96,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0597\/7689\/2989\/files\/9781394282166_2652d282-5a87-43fa-acfc-7618e2726ac4.jpg?v=1766993089","url":"https:\/\/www.palmleaf.com.au\/products\/the-new-rules-of-marketing-pr","provider":"Palmleaf","version":"1.0","type":"link"}