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<p>Introduction</p> <p>The New Rules</p> <p>Life with the New Rules</p> <p>What’s New</p> <p>Writing Like on a Blog, but in a Book</p> <p>Showcasing Success</p> <p><b>I How the Web Has Changed the Rules of Marketing and PR</b></p> <p><b>1 The Old Rules of Marketing and PR Are Ineffective in an Online World</b></p> <p>Advertising: A Money Pit of Wasted Resources</p> <p>One-Way Interruption Marketing Is Yesterday’s Message</p> <p>The Old Rules of Marketing</p> <p>Public Relations Used to Be Exclusively about the Media</p> <p>Public Relations and Third-Party Ink</p> <p>Yes, the Media Are Still Important</p> <p>Press Releases and the Journalistic Black Hole</p> <p>The Old Rules of PR</p> <p>Learn to Ignore the Old Rules</p> <p><b>2 The New Rules of Marketing and PR</b></p> <p>The Most Important Communications Revolution in Human History</p> <p>Open for Business</p> <p>The Long Tail of Marketing</p> <p>Tell Me Something I Don’t Know, Please</p> <p>Bricks-and-Mortar News</p> <p>The Long Tail of PR</p> <p>The New Rules of Marketing and PR</p> <p>The Convergence of Marketing and PR on the Web</p> <p><b>3 Reaching Your Buyers Directly</b></p> <p>The Right Marketing in a Wired World</p> <p>Let the World Know about Your Expertise</p> <p>Develop Information Your Buyers Want to Consume</p> <p>Big Birge Plumbing Company Grows Business in a Competitive Market</p> <p>Buyer Personas: The Basics</p> <p>Think Like a Publisher</p> <p>Staying Connected with Members and the Community</p> <p>Know the Goals and Let Content Drive Action</p> <p>Real-Time Business at American Airlines Reaches Buyers Directly</p> <p><b>II Web-Based Communications to Reach Buyers Directly</b></p> <p><b>4 Social Media and Your Targeted Audience</b></p> <p>What Is Social Media, Anyway?</p> <p>Social Media Is a Cocktail Party</p> <p>“Upgrade to Canada” Social Program Nabs Tourists from Other Countries</p> <p>Social Networking and Agility</p> <p>Do You Allow Employees to Send Email? How about Letting Them Use Social Media?</p> <p>The New Rules of Job Search</p> <p>How to Find a New Job via Social Media</p> <p>Social Networking Drives Adagio Teas’ Success</p> <p><b>5 The Content-Rich Website</b></p> <p>Political Advocacy on the Web</p> <p>Content: The Focus of Successful Websites</p> <p>Reaching a Global Marketplace</p> <p>Make Your Site Mobile Friendly</p> <p>Blogging to Share your Passion</p> <p>A Blog (or Not a Blog)</p> <p>Not Another Junky Blog</p> <p>Why You Need a Blog in the Age of Social Networking</p> <p>Audio and Video Drive Action</p> <p>Improv with the CIO</p> <p>Grammar Girl Podcast</p> <p>Putting It All Together with Content</p> <p>Great Websites: More Art Than Science</p> <p><b>6 Marketing and PR in Real Time</b></p> <p>Real-Time Marketing and PR</p> <p> Fans First: Joe Biden Announces Kamala Harris as VP Pick</p> <p>Develop Your Real-Time Mind-Set</p> <p>Real-Time Blog Post Drives $1 Million in New Business</p> <p>The Time Is Now</p> <p>Snapchat for Business</p> <p>Crowdsourced Support</p> <p><b>7 Artificial Intelligence and Machine Learning for Marketing and PR</b></p> <p>AI-Powered Marketing and PR</p> <p>Your Marketing May Already Be AI-Powered</p> <p>Find Ways for AI to Benefit Customers</p> <p>Creating an AI Project</p> <p>Making AI a Part of Your Marketing</p> <p>An AI App to Create Social Posts from Long-Form Content</p> <p>Remaining Human in a World of AI</p> <p><b>III Action Plan for Harnessing the Power of the New Rules</b></p> <p><b>8 You Are What You Publish: Building Your Marketing and PR Plan</b></p> <p>What Are Your Organization’s Goals?</p> <p>Buyer Personas and Your Organization</p> <p>The Buyer Persona Profile</p> <p>How Beko Develops Products Global Consumers Are Eager to Buy</p> <p>Reaching Senior Executives</p> <p>The Importance of Buyer Personas in Web Marketing</p> <p>In Your Buyers’ Own Words</p> <p>What Do You Want Your Buyers to Believe?</p> <p>Developing Content to Reach Buyers</p> <p>Marketing Strategy Planning Template</p> <p>The New Rules of Measurement</p> <p>Asking Your Buyer for a Date</p> <p>Measuring the Power of Free</p> <p>What You Should Measure</p> <p>Stop Thinking of Content Creation as a Marketing Expense</p> <p>Stick to Your Plan</p> <p><b>9 Growing Your Business: How Marketing and PR Drive Sales</b></p> <p>It’s Time for a Sales Transformation</p> <p>How Web Content Influences the Buying Process</p> <p>Tips for Creating a Buyer-Centric Website</p> <p>Step 1: Sales Begin with Informational Content</p> <p>Step 2: A Friendly Nudge</p> <p>Step 3: Closing the Deal</p> <p>Triathlon Coach Delivers Content for All Ability Levels</p> <p>Salespeople as Content Curators</p> <p>Your Company’s Salesperson-in-Chief</p> <p>Educating Your Salespeople about the New Buying Process</p> <p>Registration or Not? Data from an E-Book Offer</p> <p>Close the Sale—Continue the Conversation</p> <p>Measure and Improve</p> <p>How a Content Strategy Grew Business by 50 Percent in One Year</p> <p><b>10 Strategies for Creating Awesome Content</b></p> <p>Ways to Get Your Information Out There</p> <p>How to Create Thoughtful Content</p> <p>How Raytheon Technologies Uses Journalists to Create Interesting Content</p> <p>Your Web Content Must Be Accessible</p> <p>Content Creation in Highly Regulated Industries</p> <p>Content Ethics and Employee Guidelines</p> <p>Thought Leaders from outside Your Organization</p> <p>Who Wrote That Awesome White Paper?</p> <p>How Much Money Does Your Buyer Make?</p> <p><b>11 How to Write for Your Buyers</b></p> <p>An Analysis of Gobbledygook</p> <p>Poor Writing: How Did We Get Here?</p> <p>Effective Writing for Marketing and PR</p> <p>The Power of Writing Feedback (from Your Blog)</p> <p>Injecting Humor into Product Descriptions</p> <p>Brand Journalism at Boeing</p> <p><b>12 Social Networking as Marketing</b></p> <p>Television’s Eugene Mirman Is Very Nice and Likes Seafood</p> <p>How to Use Facebook to Market Your Product or Service</p> <p>Increase Engagements with Facebook Groups</p> <p>Check Out My LinkedIn Profile</p> <p>Tweet Your Thoughts to the World</p> <p>Social Networking and Personal Branding</p> <p>Write Your Biography In First Person</p> <p>The CIA Joins Twitter</p> <p>The Sharing More Than Selling Rule</p> <p>Connecting with Fans</p> <p>How Amanda Palmer Raised a Million Dollars via Social Networking</p> <p>Which Social Networking Site Is Right for You?</p> <p>Nextdoor, the Social Network for Local Businesses</p> <p>You Can’t Go to Every Party, So Why Even Try?</p> <p>Optimizing Social Networking Pages</p> <p>Integrate Social Media into an Offline Conference or Event</p> <p>Build a Passionate Fan Base</p> <p>Social Networking and Crisis Communications</p> <p>Why Participating in Social Media Is Like Exercise</p> <p><b>13 Blogging to Reach Your Buyers</b></p> <p>Understanding Blogs in the World of the Web</p> <p>The Four Uses of Blogs for Marketing and PR</p> <p>Monitor Blogs—Your Organization's Reputation Depends on It</p> <p>Comment on Blogs to Get Your Viewpoint Out There</p> <p>Bloggers Love Interesting Experiences</p> <p>What Should You Blog About?</p> <p>Blogging Basics: What You Need to Know to Get Started</p> <p>Bling Out Your Blog</p> <p>Building an Audience for Your New Blog</p> <p>Tag, and Your Buyer Is It</p> <p>Cities That Blog</p> <p>Blogging outside North America</p> <p>What Are You Waiting For?</p> <p><b>14 An Image Is Worth a Thousand Words</b></p> <p>Photographs as Compelling Content Marketing</p> <p>Images of Real People Work Better Than Inane Stock Photos</p> <p>How to Market an Expensive Product with Original Photographs</p> <p>Sharing Beautiful Images on Instagram</p> <p>Marketing Your Product with Photos on Instagram</p> <p>Sharing with Pinterest</p> <p>The Power of SlideShare for Showcasing Your Ideas</p> <p>Infographics</p> <p>Infographics as a Marketing Asset</p> <p><b>15 Video and Your Buyers </b></p> <p>What University Should I Attend?</p> <p>Business-Casual Video</p> <p>Have Fun with Your Videos</p> <p>Stop Obsessing over Video Release Forms</p> <p>Your Smartphone Is All You Need</p> <p>Video Made for Just £100 Grows Fans of a Welsh Hardware Store</p> <p>Facebook Live Is Great for Real-Time Content Marketing</p> <p>Video to Showcase Your Expertise</p> <p>A Lawyer with 6 Million TikTok Followers</p> <p>Creating a Great Virtual Event</p> <p>Getting Started with Video</p> <p>Video Created for Buyers Generates Sales Leads</p> <p>Building a Business One YouTube Video at a Time</p> <p><b>16 Audio Content via Podcasting and Social Audio</b></p> <p>Hack the Entrepreneur Podcast Delivers New Clients for Host's Consulting Business</p> <p>Podcasting 101</p> <p>Clubhouse and Other Social Audio Apps</p> <p>Creating Elegant Calls-to-Action in Social Audio and on Podcasts</p> <p><b>17 How to Use News Releases to Reach Buyers Directly</b></p> <p>News Releases in a Web World</p> <p>The New Rules of News Releases</p> <p>If They Find You, They Will Come</p> <p>Driving Buyers into the Sales Process</p> <p>Developing Your News Release Strategy</p> <p>Publishing News Releases through a Distribution Service</p> <p>Reach Even More Interested Buyers with RSS Feeds</p> <p>Simultaneously Publish Your News Releases to Your Website</p> <p>The Importance of Links in Your News Releases</p> <p>Focus on the Keywords and Phrases Your Buyers Use</p> <p>If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!</p> <p><b>18 Your Newsroom: A Front Door for Much More Than the Media</b></p> <p>Your Newsroom as (Free) Search Engine Optimization</p> <p>Reaching Reporters and Editors and Telling Your Story</p> <p>Best Practices for Newsrooms</p> <p>Ontario University Shines Spotlight on Faculty Researchers</p> <p>A Newsroom to Reach Journalists, Customers, and Bloggers</p> <p><b>19 The New Rules for Reaching the Media</b></p> <p>“Re:,” Nontargeted Pitches, and Other Sleazy Tactics</p> <p>The New Rules of Media Relations</p> <p>Twitter and Media Relations</p> <p>Working with Brand Advocates</p> <p>How Blog and Social Media Mentions Drive Mainstream Media Stories</p> <p>Launching Ideas with the U.S. Air Force</p> <p>How to Pitch the Media</p> <p><b>20 Newsjacking Your Way into the Media</b></p> <p>Journalists Are Looking for What You Know</p> <p>Get Your Take on the News into the Marketplace of Ideas</p> <p>How to Find News to Jack</p> <p>Twitter Is Your Newsjacking Tool</p> <p>Beware: Newsjacking Can Damage Your Brand</p> <p>Newsjacking for Fun and Profit</p> <p><b>21 Search Engine Marketing</b></p> <p>Making the First Page on Google</p> <p>Search Engine Optimization</p> <p>Own Your Marketing Assets Instead of Renting Them</p> <p>The Long Tail of Search</p> <p>The Super Long Tail of Voice Search</p> <p>Carve Out Your Own Search Engine Real Estate</p> <p>Using the Amazon Search Engine as Marketing</p> <p>Web Landing Pages to Drive Action</p> <p>Optimizing the Past</p> <p>Search Engine Marketing in a Fragmented Business</p> <p><b>22 Make It Happen</b></p> <p>Your Mind-Set</p> <p>The Journey from a Traditional Marketing Executive to a Modern CMO</p> <p>Manage Your Fear</p> <p>Mixing Business with Your Personal Life on Social Networks</p> <p>Getting the Help You Need (and Rejecting What You Don’t)</p> <p>Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District</p> <p>Great for Any Organization</p> <p>Now It’s Your Turn</p> <p>Acknowledgments for the Seventh Edition</p> <p>About the Author</p> <p>Index</p> <p>Master Newsjacking Course</p> <p>Have David Meerman Scott Speak at Your Next Event!</p>

<p><b>DAVID MEERMAN SCOTT </b>is an expert in using real-time tools and strategies to spread ideas, influence minds, and build business. His popular blog, advisory work with fast-growing companies, and worldwide speaking engagements and training seminars give him a unique perspective on how businesses are implementing strategies to reach buyers directly. David is the bestselling author of twelve books, including <i>Real-Time Marketing & PR, The New Rules of Sales & Service, and Fanocracy.</i></p>

<p>From podcasting to TikTok, the way we generate attention from buyers continues to rapidly evolve. Staying up to date can seem nearly impossible. How do you keep your organization from getting lost in the clutter?</p> <p>In the fully revised eighth edition of <i>The New Rules of Marketing & PR,</i> celebrated marketing strategist David Meerman Scott delivers the definitive guide to the future of marketing. Whether you’re interested in growing your business using new social media tactics or completely revising your website to reach a new marketplace, you’ll get a proven, step-by-step blueprint for getting your ideas seen, heard, and felt by the right people at the right time. <p>PRAISE FOR <B><i>The New Rules of Marketing & PR</i></B> <p>“When I read<i> The New Rules of Marketing & PR</i> for the first time, it was a ‘eureka’ moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them.” <p><b>—BRIAN HALLIGAN,</b> CEO, HubSpot; coauthor of <i>Inbound Marketing </i><p> <p>“David is informative, entertaining, and inspiring! No one knows more about new ways to reach buyers. The groundbreaking strategies in this book reinvent the way entrepreneurs engage the marketplace and grow business.” <p><B>—TONY ROBBINS</b> <p>“This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.” <p><b><i>—PUBLISHERS WEEKLY</i></b> (starred review) <p>“<i>The New Rules of Marketing & PR</i> presents a vision of how marketing is done today and in the future. Shunning the old and ineffective methods of the past, David Meerman Scott shows us how the new world of social media and real-time marketing are changing the business landscape—and most importantly—how your company can leverage these insights to bring them to the forefront of your market.” <p><b>—DR. DAVID S. RICKETTS,</b> Innovation Fellow, Technology and Entrepreneurship Center at Harvard (TECH)

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