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Your Story
Best Practices for Newsrooms
Ontario University Shines Spotlight on Faculty Researchers
A Newsroom to Reach Journalists, Customers, and Bloggers
Notes
20 The New Rules for Reaching the Media
“Re:,” Nontargeted Pitches, and Other Sleazy Tactics
The New Rules of Media Relations
Blogs and Media Relations
How Blog Mentions Drive Mainstream Media Stories
Launching Ideas with the U.S. Air Force
How to Pitch the Media
Notes
21 Newsjacking Your Way into the Media
Journalists Are Looking for What You Know
Get Your Take on the News into the Marketplace of Ideas
How to Find News to Jack
Twitter Is Your Newsjacking Tool
Beware: Newsjacking Can Damage Your Brand
Newsjacking for Fun and Profit
Notes
22 Search Engine Marketing
Making the First Page on Google
Search Engine Optimization
Own Your Marketing Assets Instead of Renting Them
The Long Tail of Search
The Super Long Tail of Voice Search
Carve Out Your Own Search Engine Real Estate
Web Landing Pages to Drive Action
Optimizing the Past
Search Engine Marketing in a Fragmented Business
Notes
23 Make It Happen
Your Mind-Set
The Journey from a Traditional Marketing Executive to a Modern CMO
Manage Your Fear
Mixing Business with Your Personal Life on Social Networks
Getting the Help You Need (and Rejecting What You Don’t)
Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District
Great for Any Organization
Now It’s Your Turn
Notes
8 Acknowledgments for the Seventh Edition
10 Index
12 Have David Meerman Scott Speak at Your Next Event!
Guide
1 Cover
Pages
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2 ii
3 iii
4 iv
5 iv
6 vii
7 viii
8 ix
9 1
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