PR practitioners limited in where and how they direct their knowledge, penmanship, and perception management skills. The Internet has multiplied and segmented a wealth of new avenues for directly reaching and activating key constituencies and stakeholders. A good book well worth the read by all marketing mavens and aging PR flacks.”
—Donovan Neale-May, Executive Director, CMO Council
“The New Rules of Marketing & PR provides a concise action plan for success. Rather than focusing on a single solution, Scott shows how to use multiple online tools, all directed toward increasing your firm's visibility and word-of-mouth awareness.”
—Roger C. Parker, Author of The Streetwise Guide to Relationship Marketing on the Internet and Design to Sell
“Once again we are at a critical inflection point on our society's evolutionary path, with individuals wresting away power and control from institutions and traditional gatekeepers who control the flow of knowledge and maintain the silo walls. As communications professionals, we have 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's book, The New Rules of Marketing & PR, is an insightful look at how the game is changing as we play it and some of the key tactics you need to succeed in the knowledge economy.”
—Chris Heuer, Co-Founder, Social Media Club
Also by David Meerman Scott
Fanocracy: Turning Fans into Customers and Customers into Fans (with Reiko Scott)
The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business
Marketing the Moon: The Selling of the Apollo Lunar Program (with Richard Jurek)
Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now
Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (with Brian Halligan)
Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage
World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories
Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs (with Craig Stull and Phil Myers)
Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers
Eyeball Wars: A Novel of Dot-Com Intrigue
The New Rules of Marketing & PR
How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly
Seventh Edition
David Meerman Scott
Cover design: Wiley
Cover Image: © Barsoom Design
Copyright © 2020 by David Meerman Scott. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993, or fax (317) 572-4002.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data:
Names: Scott, David Meerman, author.
Title: The new rules of marketing & PR : how to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly / David Meerman Scott.
Description: Seventh edition. | Hoboken, New Jersey : John Wiley & Sons, [2020] | Includes index.
Identifiers: LCCN 2019053589 (print) | LCCN 2019053590 (ebook) | ISBN 9781119651543 (paperback) | ISBN 9781119651611 (adobe pdf) | ISBN 9781119651604 (epub)
Subjects: LCSH: Internet marketing. | Internet in public relations.
Classification: LCC HF5415.1265 .S393 2020 (print) | LCC HF5415.1265 (ebook) | DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2019053589
LC ebook record available at https://lccn.loc.gov/2019053590
For the Scott women
